■Open data, open playground.

In just ten years, young Swiss company ASI (Advanced Sport Instruments) has made a name for itself in the sports tracker market, thanks to its technological approach and precision-engineered sensors. After years spent focusing purely on the technical side, ASI is taking its business to the next level, giving its branding and brand message a complete overhaul.

After defining the company's brand platform (brand identity and values), one thing became clear: the name ASI is too functional, and meaningless to most. This finding led us to choose a new name that better reflects the company's DNA: Insiders.

Based on this fundamental branding, we proceeded with a complete overhaul: logo, visual identity, tone of voice, from the website to product design. The brand’s visual identity is understated, elegant, sporty and tech-inspired. It is made up of several typographies, along with a graphic charter inspired by the logo, and a colour palette featuring black and three secondary colours. The images are a key component of this identity, using textural close-ups and saturated hues to convey the idea of the outdoors as a playground.

Impact: An exciting new brand that is both inspirational and technical, working hard for athletes and its partners. A brand that is ready to fulfil its ambitions: using "open data" to revolutionise the sports tracker market.