In 2015 I was brought on to the marketing team at Core Health & Fitness. They had recently acquired several notable commercial fitness brands, StarTrac, Stairmaster, Nautilus, and Schwinn. I worked with a small team of designers to rework, refresh, and redesign these brands. We identified each of the target audiences, developed campaigns around each brand, and created all new collateral and advertising. The final product was a fully fleshed-out family of fitness products, each with a different personality and filling a different industry need, while still being recognizable as being under the Core umbrella. Around 2020 Core would also acquire and integrate Throwdown as well as receive a brand refresh of it’s own.