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Founded by Randy Hetrick, a former Navy SEAL, TRX designs and sells original functional training products including their well-loved Suspension Trainer. By virtue of innovation, TRX has gained a loyal following among trainers and elite athletes, including Super Bowl MVP Drew Brees. Building on their momentum, TRX hired Bruce Mau Design to refine their brand positioning, messaging, visual identity and campaign to establish TRX as a holistic consumer training brand.

BMD developed The Pursuit of Better campaign concept and look and feel to inspire and educate existing and new TRX users. The campaign’s modular headlines speak to the diversity of movements possible with TRX equipment as well as the wide range of goals for which people train. The campaign, including a brand video and website, was executed by a number of local California agencies using BMD’s creative guidelines.

BMD and TRX continue to work together on a redesign of consumer packaging.