Insiders
In just ten years, young Swiss company ASI (Advanced Sport Instruments) has made a name for itself in the sports tracker market, thanks to its technological approach and precision-engineered sensors. After years spent focusing purely on the technical side, ASI is taking its business to the next level, giving its branding and brand message a complete overhaul. It's official, ASI is out of the race: make way for Insiders!
Challenge
Our mission was to inject a healthy dose of ambition and inspiration into ASI's branding, while maintaining a strong technological identity. Capturing the essence of this young company and bringing it to life across all its communication channels. In short, creating a brand as precise as the trackers it sells.
Solution
After defining the company's brand platform (brand identity & values), one thing became clear: the name ASI is too functional, and meaningless to most. This finding led us to choose a new name that better reflects the company's DNA: Insiders. Based on this fundamental branding, we proceeded with a complete overhaul: logo, visual identity, tone of voice, from the website to product design. The result is an exciting new brand that is both inspirational and technical, working hard for athletes and its partners. A brand that is ready to fulfil its ambitions: using "open data" to revolutionise the sports tracker market.
Impact
- 3 major strategic partnerships announced in just three months with INEOS Grenadier, Velon and ACPA Performance
Insiders develops high-precision sports technology to analyse and enhance athletes’ performance. We have created a comprehensive brand identity that combines technological innovation with sports culture.
Precision Behind Performance
Insiders is a team of experts with in-depth knowledge of athletes and teams. As discreet as they are precise, the Insiders work behind the scenes. Their aim is not to be in the spotlight; quite the opposite. They are there to help others shine.
Open data, open playground
In just ten years, the young Swiss company Advanced Sport Instruments (ASI) has established itself in the sports tracker market thanks to the precision of its sensors and its technological expertise. Having long focused on pure innovation, the company is now rethinking its identity to fully express the potential of its vision. ASI is becoming Insiders, a brand that is both technological and human, putting data at the service of athletes’ performance.
The visual identity is centred on a typographic logo that plays on the concept of interiority, represented by negative space. The emblem, combining the letters ‘i’ and ‘n’, serves as a strong visual identifier. The graphic system, blending sporty typefaces, geometric shapes and a understated colour palette dominated by black and three secondary colours, creates a technical and contemporary aesthetic.
