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.
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.
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.
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
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.
Black & Greys
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.
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.
Photography — BAW Photography LLC.