The Alter-G Rebrand
Alter-G has brought moon-walking back in style with their seemingly futuristic innovation of the NASA inspired Anti-Gravity Treadmill. This nearly unfathomable device uses air pressure to offset 80% of the user’s body weight in lower extremity therapy and training. Alter-G’s Anti-Gravity Treadmill offers benefits to several different markets; having specifically targeted advanced and professional athletes, they have secured allegiance from Kobe Bryant, Lebron James, Manchester United and numerous other talent.
In addition, the company recently acquired their newest product, a Bionic Leg robotic assistance device for neurorehabilitation and physical therapy. With the acquisition of the Bionic Leg to the Anti-Gravity Treadmill, Alter-G’s innovative product portfolio has yet to meet a direct competitor. They recognized an urgency and relevance in defining their brand and paralleling its message with their company culture. Alter-G’s concern was that the look and feel of their brand was cold, dark, and disconnected; having no clear message. Their website was difficult to navigate, lacking consumer appeal and engagement. Alter-G’s brand was in need of a facelift.
A total rebrand is a hard task to take on, but not one too hard for a Viking. Always remember that Vikings are superior to pirates but equal to ninjas. Putting our helmets down and our thinking caps on, the Johnson Gray Team positioned Alter-G as a game-changer. We viewed the absence of light in the company’s branding to be the opposite of what Alter-G stands for. We wanted to highlight the inspirational and touching testimonials while offering an encouraging atmosphere to prospective users. By lightening up collateral, we captured the weightlessness component of the product into Alter-G’s brand messaging. With a complete web revamp we created a modern allure while increasing usability and translated all “medical speak” into more relatable language. Our specific strategy evoked messaging to reveal that ordinary people are surely capable of making astonishing accomplishments. Alter-G truly is “changing the way the world rehabs”.