Brand Case Study
Publish Date
June 2023
Project Type
Website ReBrand
Company
www.kitmanlabs.com
Strategy
New Visual Identify
Rebranding Kitman Labs: A Case Study in Creative Direction
The Challenge
Kitman Labs, a leading sports science and performance intelligence SaaS company, recognized the need for a refreshed brand identity to align with its evolving vision and expanding market presence. The challenge was to create a modern, cohesive brand identity that reflected Kitman Labs’ innovative spirit and cutting-edge technology while resonating with a diverse global audience.
The Approach
To achieve this, the Kitman Labs marketing team collaborated with Human Design and Oak Creative, ensuring that every aspect of the brand—from visual identity to digital experience—aligned with its mission: leveraging data and technology to unlock the limits of human accomplishment.
Brand Strategy & Visual Identity Development
Working closely with Human Design, a brand and communications agency, we conducted in-depth research to define a brand message that embodied Kitman Labs’ core values of ingenuity, partnership, and expertise. This process involved refining messaging frameworks, modernizing the visual identity, and ensuring brand consistency across all touchpoints.
My Role
Creativity
40%
I was involved at a consultant level in this rebranding initiative, collaborating closely with Human Design.
Resources UI/UX Strategy
85%
Complete overhaul of the resource section on the rebranded website to leverage our expertise and thought leadership values.
Development Management
95%
Work closely with Oak Creative on the planning and execution of the website’s redesign and rebuild.
Bringing the Brand to Life Digitally
With a strong brand foundation in place, we partnered with Oak Creative, a web development agency, to translate the new identity into an engaging digital experience. The team provided UI/UX expertise and technical guidance to develop a responsive, visually compelling WordPress website that effectively communicated Kitman Labs’ value proposition.
The Outcome
The rebrand was met with overwhelmingly positive feedback from stakeholders, clients, and the broader sports community. Kitman Labs now has a dynamic and future-proof brand identity that reflects its leadership in sports science and performance intelligence. The cohesive messaging and strong digital presence have reinforced the company’s market position, driving continued growth and engagement.
This project highlights the power of creative direction, strategic collaboration, and innovative design in shaping a brand’s future. By working seamlessly across design, messaging, and digital execution, we successfully transformed Kitman Labs’ brand to match its ambitious vision.