Madison, Wisconsin-based Planet Propaganda is a design, advertising and interactive company committed to shaping brands. Matrix Fitness Systems Corp. offers a complete line of cardiovascular and strength equipment for the fitness market. Since early 2006, they've been working together to create a powerful, consistent brand image that will increase industry awareness for the young company. This catalog is a result of that partnership. Building on the tagline, "Strong. Smart. Beautiful." it's a series of potent images and product stories that reflect Matrix's brand personality and resonate with the fitness industry. To amplify and articulate what Matrix stands for across all messages and all media, Planet concepted and art directed a library of product photography and a body of aspirational environmentally-inspired lifestyle photography. In addition to the catalog, the images will also appear in new tradeshow booth design elements and be a prominent component of a new ad campaign and brand and product line videos.