WELLS STREET CROSSFIT
GIVING A BRAND A NEW SET OF MUSCLES
A fresh face on the Chicago fitness scene, Wells Street Crossfit needed a partner to help them create a strong foundation to build their business. We looked no further than their core attitudes and beliefs: that those with passion and purpose for their practice will thrive. Using that philosophy as a core point of difference, we built a brand identity and launch strategy to stand out from the aggressove look and feel of most gyms and health clubs. Through an immersive and iterative design process, what emerged was the balance of three key themes: Mobility, Stability and Strength. In just a four week turnaround, we used those themes to develop a strategic brand identity built around a distinct personality, ownable brand mark, and visual assets to be easily carried over to web, apparel, on-site signage, videography and marketing collateral.