Tempo is an at-home fitness brand that found success with its smartphone-based ecosystem during the early 2020s. In 2023, the brand approached BASIC/DEPT® for help launching their newest—and largest— software update yet: Tempo 2.0. It was poised to transform the at-home fitness industry by allowing for real-time workout guidance based on the user’s biometric and performance data, connected weights, AI, and more.

The Tempo team’s ask was straightforward: refresh the brand and reimagine the eCommerce experience as one that clarified Tempo 2.0 benefits and guided site visitors through a successful, seamless purchase journey. But that evolved into a robust brand transformation; from a complete evolution of their brand strategy and positioning, to an overhaul of their visual identity, art direction, and messaging strategy, BASIC/DEPT® built a comprehensive, reimagined world for Tempo— in less than four months.

APPROACH

Through a consistent partnership with Tempo and deep cross-discipline collaboration within the BASIC/DEPT® team, we developed an agile process that allowed for ongoing strategic synchronicity and unlocked freeflow creativity. We reviewed work as it progressed whenever necessary, and stayed close between strategy, design, and copy to finesse details together for impactful outcomes.

“THE STRENGTH TO SHAPE YOUR WORLD”

Launching a product in a category with steady growth and noise was no easy feat. We couldn’t tell the same stories as everyone else— do “x”, feel “y”. We had to open the aperture of our thinking. So we researched brands outside the category that were making an impact by speaking to ambitions greater than their literal product USPs. And we interrogated Tempo’s impact on its users beyond physical transformation, asking what it really meant to be strong.

The answer was clear: Tempo was about helping you get stronger for yourself, yes, but also allowing you to show up for those you love, and to make the most out of the little moments. Tempo gave you the strength to shape your world.