YuTrac

Extreme sports activity tracker built for the edge

Branding Logo Design

Most activity trackers are designed for people who want a gentle nudge to close their rings. YU.TRAC is not for those people. It’s built for kite surfers chasing 40 kilometres an hour over open water, base jumpers clocking 150 plus off a cliff edge, and downhill riders who measure their day in vertical drop and impact force. The brand needed to speak to that audience honestly, without softening any of it.

YU.TRAC came to us with a working product and a name, but nothing that pulled it together. We built the full identity from the ground up: the mark, the colour system, the typography, the packaging, the app, the campaign, and the merchandise that carries it all into the real world.

The product itself is a small GPS tracking pod, waterproof, mountable to a board, a bike or a harness, recording speed, altitude, g-force and trajectory with genuine precision. That precision needed to come through in the design, because the people buying this thing already own kit that's survived drops, saltwater and everything else the outdoors can throw at it. So the brief we set ourselves was simple: build something that looked like it belonged in the same kit bag, not something a marketing team had bolted on afterwards.

The brand identity

The name plays on the idea of tracking yourself, and the wordmark reflects that directness: bold, condensed, with a full stop between YU and TRAC that reads almost like a command. The A in TRAC is cut at an angle, a small detail that gives the whole mark a sense of motion even sitting still on a page.

The colour system is built around a single, unmistakable coral red against black and graphite, with a sharp lime green held back as accent colours for callouts and data points. It’s a palette that reads as technical rather than sporty, closer to a piece of lab equipment than a gym poster.

For type, we paired Space Grotesk for headlines with IBM Plex Mono for every stat, coordinate and readout. The mono font does a lot of quiet work here: it’s what your eye associates with dashboards and instrument panels, so every number on a YU.TRAC poster or screen feels like it was pulled straight off the device rather than typeset afterwards.

The tagline ‘Track. Progress. Repeat.’ sits inside a circular stamp mark that works as well on a hoodie as it does on a product box, and gives the brand a badge to fall back on wherever the full wordmark is too much.

The campaign

The campaign posters are where the brand really earns its keep. Each one pairs real, heavily grained black-and-white photography of an athlete mid-action with a red line tracing their actual performance data across the image, whether that’s the arc of a jump, the drop of a base jump, or the rhythm of a downhill run.

It’s a simple idea, but it does exactly what the brand needs it to do: it shows risk and data living in the same frame, which is the whole point of the product. The line becomes part of the composition rather than an infographic bolted onto a photo, so the posters still feel like sport photography first and a tech product second.

The app carries the same dark, data-dense language into the everyday experience: a live tracking screen with coordinates and altitude, a performance overview with weekly totals, and individual session screens for each sport that read like a proper post-session debrief rather than a generic fitness summary.

The hardware itself, YU.TRAC ONE, is a 36 gram waterproof pod with GPS, GLONASS and Galileo positioning, a barometric altimeter and a six-axis motion sensor sampling at up to 100Hz, built to survive exactly the conditions its owners put themselves through. The packaging keeps things restrained: a clean white box with a single red detail, so the product itself does the talking once it’s out of the box.

How it came together

Every touchpoint, from the poster campaign to the app to the box the device ships in, shares the same visual thread: coral against black, data set in mono type, and a red line that traces motion wherever it appears. It’s a small set of rules, but it’s consistent enough that a YU.TRAC poster, a screen and a hoodie all clearly belong to the same brand without needing the logo to prove it.

The outcome

YU.TRAC now has an identity that matches the seriousness of the product and the people who use it: precise where it needs to be, unapologetic where it counts, and built to sit comfortably next to the kit its customers already trust with their lives.

It’s a brand for people who’d rather see the numbers than take someone’s word for it, and we’re glad we got to build something that speaks their language.

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If you're building a product for people who'd see through anything less, or you've got a brand that's stopped matching what you actually do, we'd like to hear about it. Get in touch and let's talk about what yours could look like.