At Apxt Consulting, we believe that strategic design is not just about aesthetics—it’s a comprehensive philosophy that drives the identity, experience, and prosperity of an entire business. Our recent work with Kick Ai, www.kickai.com, creators of the world’s first sport sensor dedicated to martial arts kicks, is testament to this philosophy. The project shows how design thinking and strategic design can give new life to a brand, extending its reach and use in an increasingly changing market.
The Challenge: Surviving and Thriving Post-COVID
Kick Ai was facing a formidable battle. The COVID-19 pandemic rocked businesses worldwide, and Kick Ai struggled to keep up. Originally focused solely on martial arts athletes, the brand needed to shift. As home fitness went into high gear in the post-pandemic world, Kick Ai saw an opportunity—but did not have the right strategy and communication to seize it.
The Apxt Approach: Holistic Business and Strategic Design
Apxt Consulting stepped in with an end-to-end rebranding strategy to reposition Kick Ai to a broader market of combat sports practitioners and home fitness enthusiasts. Our approach was rooted in design thinking, so that every single aspect of the rebranding—from strategy to communication to visual identity—was user-led and forward-looking.
1. A New Brand Strategy: Inviting a Broader Audience
The initial move we made was to reposition Kick Ai. Shifting from just martial arts to all combat sports and home fitness training opened the door to new customer groups. This repositioning was a natural extension of the growing trend towards home fitness solutions, enabling Kick Ai to appeal to a broader base of users.
2. Strong Brand Communication: “Don’t Hold Back”
We developed a brand communication strategy that embodied freedom, creativity, and energy, encapsulated in the new tagline: “Don’t Hold Back.” Our messaging celebrated toughness and grit, traits of pandemic survivors who were warriors. Our content pillars—”Reignite the Fire” and “Fighters Stay in Fight”—zeroed in on this second coming, strongly identifying with the target market.
3. Revitalized Visual Identity: Welcoming All Fighters
Apxt renewed Kick Ai’s visual identity to appeal to its broader audience. Palette adjustments, complemented by dynamic gradients, and a new photography idea ensured that all could feel at home. The images featured diverse combat sports enthusiasts, inviting them to become part of the Kick Ai family.
4. Advanced AI Integration: Personalizing the Training Experience
With Aihu Agency, we launched two revolutionary AI solutions:
– StrikeZone AI: Designed to provide end-to-end training experience, StrikeZone levels the user data to create personalized training recommendations.
– Kick Assistant AI: Sport-agnostic assistant that can assist users with a range of training levels and types and inform them of ways to avoid injuries.
5. Seamless Development Partnership: Montel Intergalactic
Apxt also partnered with Montel Intergalactic, the software development agency that had been with Kick Ai from the beginning. Their deep understanding of Kick Ai’s vision and impeccable development standards made them a natural fit for this transformative journey.
The Result: A Unified, Resilient Brand Ready for the Future
By the combined use of business design, strategic design, and communication design, Apxt Consulting repositioned Kick Ai as a brand for all who are fans of combat sports and work out at home. The new identity, fueled by innovative AI solutions and open messaging, not only did Kick Ai survive the pandemic—but is poised to flourish.
Conclusion: The Power of Strategic Design
This rebranding exercise demonstrates Apxt’s unique approach: applying design thinking to revitalize businesses. Strategic design is not just services or products; it’s crafting a consistent business identity and delivering memorable experiences. With Kick Ai, Apxt Consulting demonstrated how thoughtful design can reignite the fire within a brand so that it’s resilient, current, and ready for whatever comes next.
Stay Curious, Stay Innovative.
Ting Ting Zhao
Ting Ting Zhao is a Digital Editor at Apxt. Passionate explorer of the intersection between creativity and technology. With an insatiable curiosity, I decode the complex tapestry of design, brand communication, and emerging technologies. As a seasoned critic and strategist, I’m on a mission to demystify the strategic potential of design in the digital age. Join me as we navigate the ever-evolving landscape, unraveling possibilities, and shaping brands that thrive in the dynamic world of innovation
