Frontier X is one of the world’s most advanced wearables that listens to your heart and your lungs. It measures the metrics that truly matter and help you train better. I was approached by the founding team of Frontier X to put into words their vision and the powerful capabilities of their product.

The challenge here was to understand the science and the technology behind the product as well as the brand’s audience (35+ | M & F | Fitness enthusiasts | Active lifestyle | Often engage in multiple sports | North America) and weave a story that conveyed energy, focus and authenticity without being pedantic or heavily technical.

Over multiple brainstorming sessions, we managed to identify the key USPs of the product, simplify the science and the technology behind it, and build a smart narrative style. The brand’s tagline was discovered during one of these chats during which the founder was repeating a conversation he’d had with a friend. The moment he used this phrase, I had a tingle in my spine. “That’s it!” I said excitedly, “That’s our line. Frontier X — Measure what matters.”

And it was.

Explaining the science so that it is easy to read and understand while not so dumbed down that it puts off advanced users.

Messaging for promotions and social media.