Pursuit of Better


What We Did

Brand Strategy


Tone of voice

Internal comms

Mood animation

The Challenge

Established in 2012, BLK BOX design, manufacture and build strength and conditioning equipment for athletes at every stage of their fitness journey. Since then, the brand has gone from strength to strength and like any growing business, they needed to expand their team. For BLK BOX, the most important part of the expansion was to retain the winning culture of their people through their values and carefully considered recruitment process.

Our Approach

Before putting pen to paper, we wanted to get a better understanding of the internal and external workings of BLK BOX. To do this, we conducted extensive research and hosted a series of workshops with the senior management team. With a clear understanding of their vision for the future, we created an employee mantra known as ‘Pursuit of Better’. We then brought their internal values and behaviours to life using their vibrant colour palette, emotive photography and new graphic styling. To motivate both existing and potential employees, we created a printed employee playbook, recruitment animation, social media posts and internal signage.

“As we continue to grow our business, it is incredibly important that our culture remains the same. With this in mind we asked The Foundation to work with us to create a set of values and behaviours that showcase who we are as a business, in a fresh and uncomplicated way.”

Catherine McLaughlin
Marketing Manager at BLK BOX.

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