INNERATHLETE
Building the Future of Athlete Evaluation
InnerAthlete is redefining how athletes understand and optimize performance through DNA, blood, and cognitive testing. We partnered with the team to develop and launch the brand while shaping the athlete experience, investor presentations, packaging, reporting systems, digital tools, and marketing communications into one cohesive ecosystem.
By connecting every part of the experience, we transformed complex scientific data into something more engaging, trusted, and actionable for athletes, coaches, and organizations. The work also supported InnerAthlete's pursuit of $184 million in private investment and a $16 million strategic partnership with a leading video game publisher.
A NAME DEFINES YOUR BRAND
They are a human performance company that uses genetic testing, blood biomarkers, and cognitive assessments to create a personalized profile of how an athlete’s body and brain respond to training, nutrition, recovery, and stress. This data-driven approach provides evidence-based insights to guide more precise and effective performance strategies.
Proformance Sports
The company name they originally selected was not fitting the brand story:
We came up with a name and visual identity that tied the brand together.
An athlete's ability all starts inside of their body. With their sports science process, the logo is formed by 2 rectangles, like glass in a lab for a microscope, and the triangle is symbolic of what's inside the athlete.
The palette we built leveraged colors from the medical-world to sync with IA's core business focuses.
The font and graphic pack we developed bridged sports, science, and a handwritten medical feel that had a modern energy.
DELIVERING A SEAMLESS EXPERIENCE
From premium packaging and printed materials to digital reports, mobile experiences, educational content, and athlete communications, every interaction was intentionally designed to feel connected and informative. By unifying physical and digital under a single visual system, we transformed a testing process into a more engaging, trusted, and memorable athlete experience.
We aimed for every element to feel premium in-hand, but also be a seamless, trustworthy experience.
The personalized reporting system transformed complex DNA, blood, and cognitive testing into clear, actionable performance insights designed to help athletes better understand their strengths, opportunities, and path to improvement.
Designed in both light and dark modes, the digital experience gave athletes a more intuitive way to explore and understand their personalized performance data.
The visual identity system was designed to make complex science feel engaging and accessible, using digital scan aesthetics, microscopic details, and performance-driven graphics to bring the testing process to life as shown in the graphics below.
Inspired by the microscope slides used in scientific labs, the triangle became a visual window into the athlete—revealing DNA, blood biomarkers, and cognitive insights beneath the surface.
READY TO BUILD A BRAND THAT SCALES?
Tell us what you’re building, launching, or reimagining — and how we can help bring it to life.
