When the company that developed the heart rate technology used in nearly every piece of gym equipment on the planet started developing smart health technology, you had to stand up and listen. Unfortunately, they were also entering a market where several larger brands such as Nike Fuelband and Fitbit had already established themselves. The goal was to quickly establish a new brand in one of the fastest growing segments in consumer technology. 


The Solution

We started with why people should care about their health information while the competition concentrated on what their products did. The name LifeTrak came from the ideology that life doesn’t happen in the gym, so why should you only track your health there? Their products were built to wear day and night to give you more insight into your health, and we carried this idea throughout all of their customer touch points.

Our Role

The Result

"Creative.  Experienced.  Responsive.  On Time. If these are the qualities you're looking for in a branding agency, look no further than Theory Associates.  They have been a fantastic partner in the launch of our consumer product line, LifeTrak."

Kim Tran | Marketing Director | Salutron