iTAB, the leading provider of personalised medal plates engraved with a runner’s name and finish time, today announced its rebrand to Make it Personal. The new identity reflects the company’s long-standing mission to commemorate their achievement, carry their story forward and turn every race into a memory that lives on.
The rebrand introduces a more contemporary and aspirational brand identity while reinforcing the value that has defined the business for nearly two decades: marking the moments that represent an athlete’s journey and triumph.
The new identity signals a strategic move towards owning the medal personalisation space, while creating opportunities for future growth across additional product lines. Despite the company’s name change, iTAB will remain the name of its flagship medal attachment product.
Each race, regardless of distance or finishing position, represents significant dedication, discipline, and sacrifice. The medal awarded at the finish line symbolises that journey. Yet for many runners, medals can often feel indistinguishable from one another, lacking the personal story behind the achievement.
Make it Personal was founded to change that. Each standard finisher’s medal is transformed into a personalised keepsake featuring an athlete’s name and official race time. Since its inception, the company has helped millions of runners honour the effort it takes to commit to the start line and make it to the end, in a uniquely personal way.
Gary Cove, Founder and Manager Director, Make it Personal, says: ‘While a race may only last a few hours, the memory of what you achieved should stay with you forever. It’s a reminder of what you can do, and who you were in that moment. This rebrand captures that spirit while positioning the brand for the future, driving greater value for our global partners while continuing to help runners celebrate their accomplishments long after they cross the finish line.’
Make it Personal captures the belief that every medal should reflect the individual journey behind it. This rebrand is about aligning the brand’s identity with the reason the business was started nearly 20 years ago, to help runners celebrate moments that matter to them. Every finish line holds a different story of commitment, resilience, and achievement.
While the company’s name and visual identity are evolving, customers can continue to expect the same high-quality medal personalisation products and service that have made the brand a trusted partner for races and athletes around the world.