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Branding  /  Website

South Charlotte CrossFit

South Charlotte CrossFit

More than a gym.
we're a community.

Branding, Website

Keeping CrossFit raw. Building a tight-knit community.

South Charlotte CrossFi is a comprehensive, functional fitness training facility that serves a wide range of customers such as students,  couples, athletes, law enforcement and individuals preparing for special forces operations. They offer high-level coaching and science backed program design.

Goal

South Charlotte CrossFit is the parent company that opened two additional locations. The goal was to help South Charlotte CrossFit become a recognized brand presence in a heavily saturated CrossFit market space. The parent brand needed to stay consistent across three locations, but with the slight variances to distinguish each location.

Role

I helped South Charlotte CrossFit redesign their CrossFit brand that would extend to all three physical locations and websites while staying away from the boutique vibe.

Client
South Charlotte CrossFit
Agency
Contract/Freelance
Role
Art Direction
Branding
UX Design
Website Design
Merchandise Design
Platforms
WordPress

01.Brand

Logo

South Charlotte Crossfit had an existing brand that needed to be redefined. I designed a recognizable logo and mark for all three locations and yet each one is unique.  The results where three distinct logos that represent what the South Charlotte Crossfit brand stands for…Raw, Tough, Tight-Knit. #NFQ

Sketches
Mark
SCCF Mark
SCCF Wordmark
SCCF Variation
SCCF Variation
BCCF Mark
BCCF Wordmark
RTCF Mark
RTCF Wordmark
“Our new logo is very easily distinguished on all of our apparel, easily reprintable, reproduced and very recognizable at competitions. Rebranding has proven to be the best thing that we did for the gym, to encompass where we started from and making sure all our locations are associated with one another.”

02.Brand

Colors

The rebrand included introducing a new color palette, typefaces, photography and edgy design elements. This created a more modern cohesive brand for both the physical and digital presence.

Primary

Black & Greys

03.Brand

Typography

Heading Font

Body Font

04.Website

Wireframes

The South Charlotte CrossFit website was redesigned to become a multi-site that ties all three locations under an encompassed brand allowing managers to update daily WODs and blog posts while maintaining consistency and structure across all three sites.

In addition, the sites needed to offer a comprehensive explanation of what CrossFit is, what programs are offered, and how to join. 

05.Website

Designs

06. Visuals

Graphics

Working closely with the South Charlotte CrossFit brand I designed exclusive marketing materials and merchandise for each location, upcoming events, that included apparel and other printed assets.

07. Visuals

Photography

ACKNOWLEDGEMENTS

Photography — BAW Photography LLC.

Next Project

Sodality Performance

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