Echelon

Intelligent Fitness

Echelon is a global leader in connected home fitness, providing smart equipment and a subscription-based app with live and on-demand classes. With ambitious plans to grow the brand and expand their services, they are embracing new technologies to help users get the most from their workouts. They partnered with us to strengthen and unify their brand across the UK, Europe, US and Canada. Our focus has been on creating a cohesive brand and digital presence that not only engages their audience but drives conversions, supports growth, and reinforces their position as a global leader.

Creative consistency

To bring cohesion to every market, we built a flexible design system that could adapt across channels while keeping the brand’s core identity intact. This was captured in a brand book with clear guidance on visuals, messaging, and application, then shared across global teams. It replaced siloed approaches with a consistent presence that felt both confident and connected.

“Working with Echelon has been about more than campaigns or websites. We’ve built a trusted relationship with both the UK and US teams, becoming a true partner. They’re a leading brand helping people live better lives through fitness, and we wanted to create a brand that reflects their community – vibrant, diverse and full of energy. One that resonates with their people and inspires more to join the journey.”

Carl Rutherford

Design Director at Cargo

Maximising conversion

Echelon’s website is central to connecting with their audience and driving sales. To maximise results, we combine paid campaigns and long-term SEO with a conversion-led approach. Improvements like clearer navigation, an enhanced mobile experience, optimised product pages, and A/B-tested cart processes make it easier for users. This is an ongoing process, with regular reviews and updates ensuring the site stays aligned with user behaviour, trends, and Shopify advancements.

Dusk to dawn

Echelon’s colours were inspired by “dusk to dawn,” reflecting different times of the day. The palette reinforces that the brand is available 24/7, fitting around users’ lifestyles, while giving flexibility and depth for creative use across all touchpoints.

Defining the brand purpose

We worked with Echelon to define a clear brand narrative and four guiding principles, shaping a distinctive voice that resonates with their audiences. Three key messaging pillars and supporting messages highlight the brand’s unique selling points, providing a strong foundation and consistent purpose across campaigns and customer communications.

Campaigns

Seasonal campaigns keep Echelon front of mind and drive sales at key points in the year. From spring promotions to Black Friday and Christmas, we create concepts that cut through a competitive market and connect with audiences. Delivered via static and video paid advertising, these campaigns also support new product and technology launches, ensuring every brand advancement is communicated clearly and effectively.