Inspiring yet credible: Accept & Proceed’s identity for groundbreaking AI exercise bike


There are two issues with getting slot in right this moment’s world. First, there’s by no means sufficient time. And second, everybody’s physique is totally different, so workout routines that work for some will be much less efficient and even damaging to others.

These are issues fitness startup Carol goals to deal with with the discharge of the CAROL Bike 2.0. Described because the world’s first AI-powered train bike, it presents very quick, intensive exercises which might be tailored for you.

To create branding for the bike and the AI tech underlining it, the makers turned to Settle for & Proceed, a design and technique consultancy based mostly in east London.

Settle for & Proceed has beforehand labored on manufacturers with comparable science-driven values, together with communications belongings for clever bike security options (Cannondale), data-led rider version attire (Rapha), graphic programs for superior attire engineering (Nike FIT ADV), and experimental visualisations based mostly on athlete analysis (NXT).

The transient was to create an ever-optimising model id and system that may attraction to time-poor fitness fans and health-conscious athletes. Settle for & Proceed developed the model’s technique, tone of voice, visible id, flexible infographic system and pictures.

Settle for & Proceed labored with the Carol workforce from technique to model roll-out, with the guiding rules that the brand new design can be rooted in scientific rigour, directness and the wants of riders.

On the centre of the id lies the emblem. Three round nodes are organized as an summary ‘C’ and aligned to resemble a rider engaged in a full dash. These are paired with a custom-drawn, sans-serif typeface containing two distinctly rounded characters that allude to wheels.

Collectively, the emblem neatly combines the mechanical with the natural to offer the model a sense of dynamism and innovation.

Carol’s exercises use the science of REHIIT (lowered exertion high-intensity interval coaching) to provide the cardiovascular benefits of a 45-minute run in a exercise lasting solely eight minutes and 40 seconds. To exhibit this, Settle for & Proceed led the end-to-end artwork path for the model photoshoot, casting a various vary of riders and capturing each motion and emotion in dynamic compositions, highlighting the bike’s options in product-centric photographs.

“On paper, the Carol exercise looks as if a too-good-to-be-true proposition,” remembers Fred Ross, design director at Settle for & Proceed. “Nevertheless, working with the workforce, it rapidly grew to become clear that their product, ardour and rigorous analysis have been very actual.

“Our id, subsequently, regarded to steadiness scientific credibility with a simple strategy. The distinctive exercise additionally grew to become a key supply of inspiration, informing our movement behaviours, color palette and the complete vary of emotion – and exhaustion – we captured in our artwork path.”

Settle for & Proceed’s rebrand, together with the brand new typeface, pictures and graphic units, alongside a color scheme impressed by the levels of a signature Carol exercise, is at the moment being rolled out throughout Carol’s web site and different belongings,

The hero color is Dash, which is used as a signifier on core purposes, whereas the secondary palette follows the REHIIT exercise: Heat-up, Get well, Cool Down and Relaxation.

Settle for & Proceed’s graphic components are additionally transferable to AROL’s social media, with flexible purposes to swimsuit product options, well being benefits, key messaging, testimonials and extra.

“Partnering with Settle for & Proceed was the perfect determination we might have made,” says Ulrich Dempfle, CEO and co-founder at Carol Bike. “We discovered a inventive associate who believed in our mission and product—and needed us to succeed. Their considerate strategy, exhausting work and clever execution have paid off.”