The online recovery and rehabilitation coaching platform, ACL Academy, aimed to enhance its online presence by updating its branding. The goal was to resonate with a diverse range of customers, with a particular emphasis on capturing the attention of women, given that three out of every four ACL injuries are experienced by females.

We sought inspiration from brands such as Peloton, Hyperice, and The Class, successfully conveying athleticism, minimalism, and functionality. To achieve this, I implemented a minimalist, neutral palette, employed tightly-framed and closely-focused photography, and incorporated slow, cinematic video footage to evoke an aspirational feeling.

The messaging was carefully crafted to be inclusive of all lifestyles, levels of athleticism, and states of recovery while aiming to communicate the level of care, personalization, and attention that ACL Academy delivers.