“The VERVE internal culture is all about inspiration and overcoming challenges – I wanted to help project this to customers. We don't just make high performance gear for high performance athletes, we make high performance gear for any athlete.”
With everyone’s starting point, path and goal being different – Tim embraced this as an opportunity to broaden VERVE’s appeal and speak to a myriad customers in a way that invites them to share their journey with the brand.
Tim’s design approach pays ohmage to the greats from across the sporting industry who introduce a dynamic element to their marks.
“A V in itself is a little bit generic, static, and symmetrical so I immediately I thought about how I could make it more dynamic, give it direction and give it motion… there was a bit of a lightning bolt moment.”
“It all happened very quickly and as soon as I rotated the V 90 degrees I had a greater than symbol. It's an arrow. It has movement. It has motion. So to be greater is motivation, a call to arms – something that can inspire anyone, no matter what stage of their fitness journey, they're on to be greater than…”
Storytelling is one of the oldest forms of communication, a shared way to impart knowledge, inspiration and insight in a communal way – much like fitness, but fitness equipment is often seen as little more than a tool, but Tim has imagined a world where no opportunity is left untapped.
“We're thinking about it as incomplete phrases, so BE> is always paired with something. Be greater than your last rep. Be greater than your obstacles. When we're placing it on product, I try to use the same strategy. Is there something on that product that when the BE> symbol? Is by pointing to something telling you to be greater than something?
So, for example - bumper plates. The BE> points to weight indication, meaning you need to be greater than 25KG. A Zen Power Rack presented a unique challenge because having BE> laser cut into uprights wasn’t entirely practical, so we modified it to simply feature a > symbol.
Tim’s work is far from done – with hundreds of new products in production or the development pipeline at VERVE, the wider team and growing community will start to see more story about what we, as a collective, are achieving and how we are being greater than…