Insiders
In just ten years, the young Swiss company Advanced Sport Instruments (ASI) has become a major player in the sports tracker market thanks to the precision of its sensors and its technological expertise. After a long focus on pure innovation, the company is now rethinking its identity to express the full potential of its vision. ASI becomes Insiders, a technological and human brand that places data at the service of athletes' performance.
Challenge
A recognised player in performance measurement, ASI wanted to move beyond the image of a sensor manufacturer to become an inspiring brand, able to enhance the reliability of its analysis. The challenge was to translate this evolution into a strong identity, embodying this technological precision.
Solution
The project began with a strategic phase leading to a rethinking of the name to create Insiders. This new name, both meaningful and universal, expresses the company's philosophy: working from within to reveal the best of athletes. This new positioning translates into a new brand that is up to its ambition to use the open data to transform the sport market.
Impact
- 3 major strategic partnerships announced in just three months with INEOS Grenadier, Velon and ACPA Performance
A name that resonates
The name Insiders reflects the very nature of the brand, a team of experts operating from within. As discreet as necessary, the Insiders master the data to enable athletes to shine. This positioning affirms a humble yet ambitious brand, centred on shared performance.
Precision behind performance
Insiders is made up of experts who know athletes and teams in depth. As discreet as ultra precise, the Insiders do the work from the inside. Their aim is not to be put forward, on the contrary. They're here to make others shine.
A technical identity
The visual identity revolves around a typographical logo playing on the notion of interiority represented by negative spaces. The emblem, combining i and n, becomes a sign of strong recognition. The graphic system, combining sports typography, geometric shapes and sober palette dominated by black and three secondary colours, creates a technical and contemporary universe.
