After going through a few awesome, but not quite right concepts, this is where we landed and I could not be happier with the outcome. I wanted to create a character that could help lead and communicate the brand in a fun and engaging way whilst not going with your normal "fitness app" boredom as these guys are so much more than that.

The character and personality of the name had to be matched - i wanted him to feel "ready to go" / energised / thoughtful - you know the kind of baboon you would go to the pub with… a little bit of a rebel.

I love the negative soave lighting bolts in his shoulders, the tattoos on his face, the curious jaw that gives him an approachability and finally the battery charge eyes that also represent the four pillars of the core apps offering - mindset, nutrition, movement, recovery.

This is the future of fitness and it's way more engaging.