Case Study

Deliverables:  Logo & Identity // Naming // Marketing Page // Product Development



Initially launching under the name Runnrr in 2013, the web application was built as a one-size-fits-all product. It would track your runs, allow you to build and maintain training plans, create and join teams, and more. But there was a disconnect between what the product offered and what it’s users felt like they received. The brand itself wasn’t fully developed and the product simply wasn’t resonating. After much contemplation, Runnrr made the decision to rebrand itself, re-think their strategy, and rebuild their product.



The first step in our approach is to analyze the problem and find out where the product or brand is falling flat. And more importantly, what is it that users actually want? Brand wise, Runnrr lacked a brand personality or “voice”. Users were left unsure of who the company was and what their promise was. Product wise, the application fell prey to the all too common desire to add on features. However thorough Runnrr was, it became difficult to find and do the one thing that the entire product rested on: logging a run. So we set out to simplify and zero in on that idea.



The idea of simplification became central to concepting the rebrand for Runnrr. This would be an application with running logs as it’s foundation. And thus, FitCabin was born. Wanting to craft a friendly and inviting identity for FitCabin, we decided to emphasize the logging aspect with a lumberjack “mascot” who delivers helpful running tips alongside lighthearted and witty comments. He would act as both the “voice” of FitCabin, as well as a sort of coach for users trying to improve their running skills.



There are plenty of complex fitness applications that are great for seasoned athletes. But the logging function exists within a cloud of other features and tools, which often makes it difficult for those just starting out. FitCabin wants to make logging as easy as possible to encourage those still forming the habit. By simplifying the application down to it’s core elements, we were able to streamline the process of logging, creating a web application that was both beautiful and functional.