Work | South Charlotte CrossFit

/ Client

South Charlotte CrossFit

/ Type

Branding
Website

/ Involvement

Design Direction
Branding
Web Design
Visual Design
Front-end Development

/ Role

Digital / Visual Designer,
Contract

/ Year

2017 - 2020

/ Overview

Keeping CrossFit raw. Building a tight-knit community. #NFQ

South Charlotte CrossFi is a premier functional fitness facility offering science-backed programming and expert coaching. Serving a diverse community, from students and couples to athletes, law enforcement personnel, and individuals training for special forces, the gym provides comprehensive support tailored to a wide range of fitness goals.

As the parent brand, South Charlotte CrossFit expanded with two additional locations to establish a unified and recognizable presence in a saturated CrossFit market. The branding strategy prioritized consistency across all three physical spaces and digital platforms, while allowing for subtle distinctions that gave each location its own character. This ensured a strong, cohesive brand identity while staying away from the boutique vibe.

Note: The details provided offer a broad overview of the work in the described role. My projects are not exhaustive and are not intended to cover all duties, responsibilities, qualifications, and project parameters.

/ Brand

Visual System

“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.”

Abby McDonnelI

Co-Owner / Operations