Inspired by one of the greatest athletes of all time.

TB12 wanted to shift their image from being a “celebrity lifestyle brand” centered around Tom, to a proven, integrative approach to health and wellness. With that shift came new brand guidelines and a focus on educational content around their performance and recovery methods.

At first glance…

Here is an example of their old branding. A lot of their content was focus around Tom Brady and flashy imagery. They featured many different CTA’s and a lack of focus on the content itself.

The updates

• A stronger focus on content, leaning away from the flashy lifestyle photos.

• Adding in their new branded colors for a splash of brightness.

• Mobile friendly buttons.

• A clear, clean focus on products at the end.