We entered a strategic partnership with BowFlex in 2022 and began the process of rethinking the Visual Brand Language of BowFlex products to help them reach this newly identified segment of the market. We worked with the internal product development team and their external branding partner to build a design language for hardware that resonated with the “enthusiastic cross-trainer” customer. We led the internal design team in a series of intense attribute mining, visual framing, competitive benchmarking, innovation development, brainstorming, and design refinement activities to get to the fundamental design principles that would inform new and future BowFlex products. We strove to develop a design language that boils down to an underlying philosophy of “simple execution”. That philosophy has been efficiently expressed on two of Bowflex’s new entry-level exercise machines, the IC Bike SE and Max Trainer SE.