We started working with Tough Mudder when they were two Harvard grads with a dream. Today they are a global brand with an annual revenue of over $200 million.
Condensed created Tough Mudder's original branding and enjoyed a wild ride as their agency of record for their first four years.
One of our early challenges was to define and illustrate an iconic logo. The result, the silhouette of a man running through fire; what could be more badass? We wanted this 'mudder' to look like an every-man, not a bodybuilder. He symbolizes endurance, grit and strength.
We created a very detailed style guide to help the TMHQ team apply their brand consistently in many different situations.
We designed and coded apps to help Tough Mudder engage with their users. The most successful was the ‘Are you tough enough?’ quiz. In just a year, over a million of their users took the quiz and we collected over 700K unique new addresses for their mailing list.
We revised Tough Mudder's online presence through three major versions of the website and and many additions to their visual identity system.