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BRAND STRATEGY & REBRANDINGBLIND/OFF

The

backstory

Blind/off leads a new era in non-wearable fitness technology.
It turns cutting-edge research into a simple app that tracks your workouts through your phone’s camera no extra gear, no manual input. Its AI engine recognizes every exercise in real time, giving instant feedback on form, power, and consistency.
Created by top performance researchers and elite football professionals, Blind/off is built on credibility, precision, and relentless pursuit of perfection.

Strategy / Brand Positioning / Brand Identity / App Design

OUR THOUGHTS

In fitness, showing up isn’t enough. Doing it wrong can be worse than not doing it at all. Mistakes don’t just waste time; they cause injuries and block progress.
The hardest ones to see are your own and that’s where Blind/off comes in.
Not just a tracker, but a tool to move with purpose, correct form, and make every rep count.

SOLUTION

We brought a modern approach that challenges fitness industry conventions. Blind/off isn’t just another app it helps people train smarter, safer, and with purpose, built around the idea of doing it right. The art direction mirrors this philosophy: high visibility, modern design, and total clarity.
Because you can’t correct what you can’t see, visibility became the foundation of the brand.
Every detail from interface to visuals guides users toward better movement and measurable progress.

Blind/off: Do it right.

Logo

Design

Formerly Fitcode, the brand blended fitness and code to describe its digital training focus, but struggled to stand out in a sea of “fit”, “code”, and “AI” names. We reimagined the brand with a name and logo that feel partly abstract, creating curiosity a meaning that’s almost within reach but never fully revealed.Inspired by fashion, the new identity treats naming and logos as wearable symbols, turning everyday items into organic advertising.

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In a changing world, brands shouldn’t stay still. A logo can’t be the only static piece it must evolve, adapt, and reflect its surroundings. We believe in hybrid brands, alive and responsive to every place and moment.

(THE PAYOFF)

We positioned Blind/off as a stand against the “just do it” era because today, just doing it isn’t enough. Blind/off transforms training from something you "just" do into something that actually works. Not by selling products, but by shaping a mentality: Do it right.

Internal

Communication

While many brands focus solely on their external image, few invest in refining what happens within. We brought the same level of craft, detail, and professionalism inside the organization ensuring every internal piece reflects the brand’s values and stands out with clarity and purpose.

The

Communication

The communication strategy was never about hard-selling the product. Instead, it leveraged the dominant yellow palette to brighten spaces and make the technology instantly recognizable, through simple, minimal photography and the use of yellow dots.

Social

Media

In a world driven by aesthetics, our social strategy was clear: to bring visual excellence to an AI training app that matches the sophistication of its technology. Through curated design, training tips, and performance insights, we built a space that supports the entire fitness community from professional athletes to beginners.

Web

Design

From the very first click, the goal was clear: break the routine. We designed an experience that hits instantly hyper-bold typography, yellow everywhere, and a layout that refuses to blend in. The website doesn’t just inform; it shocks familiarity, making the brand impossible to forget.

The

App

Imagine walking into a gym and seeing a few people training in front of a bright yellow screen. It’s impossible not to notice. Impossible not to wonder what it is. That’s organic visibility curiosity doing the work for the brand.

Our goal was simple: get free advertising without advertising because, honestly, advertising sucks.

The app is built around the user, not the industry understanding that everyone has unique goals and needs. There’s no “one-size-fits-all.” That’s why Blind/off adapts to each individual, creating a truly personal training experience.