- Visual Identity
Crossfit Nordeast was looking to expand. Their original location had gained a loyal member base thanks to their inclusive training that adapts to each member’s needs and fitness level. As they plotted their new location in Linden Hills, they wanted to carve out a unique positioning in the growing Crossfit world.
To kick off our strategy process, we conducted a competitive analysis of the local Crossfit world. We also immersed ourselves in their culture, including taking a (very humbling) class. We positioned them as a brand that helps you up your game in the gym so you can do more out in the world. This led to their new tagline: “Live limitless.”
Then, we brought the new brand strategy to life with a complete redesign of their visual identity system. We developed a compass-inspired logo to allude to their previous branding, and developed complementary but unique color schemes for each gym. For imagery, local photographer Dave Schmit captured inspirational shots of their real gym members.
To unite the two locations under one brand, we created a combined wordmark that evokes the bridges of Northeast and the green landscape of Linden Hills. Finally, we brought the new brand to life with a responsive website and plenty of swag.