The challenge was to develop a strong brand that projected the huge vision of the CrossFit JST owners. Their vision is to build a CrossFit community that members will be proud to represent. The brand created needed to project this community with strength, impact and pride.
The brief was to develop a brand that could stand alone on a world stage against the biggest CrossFit gyms in the world. Steven Fawcett and Jonathan Bullough the founders of CrossFit JST set the standards of discipline and training extremely high and their expectations for the brand where no different.
Both owners compete at an international level with the best in the world, so the brand we have created had to reflect that level of commitment.
We researched many CrossFit centric businesses from gyms and sports nutrition to clothing brands and CrossFit HQ itself. Understanding the ethos of CrossFit and what the guys at CrossFit JST wanted to achieve now and five years down the line.
Taking this information we started to formalise a key brand toolkit which could be utilised across apparel, interiors, on and offline advertising and even in the future their own equipment.
Taking the information developed when undertaking our research we created a series of concepts, these concepts where based on the requests and requirements of the team at CrossFit JST.
Experimenting with fonts, colour schemes and visual treatments, these logos where fine tuned in workshops with the CrossFit JST team and narrowed down until we finalised the brand. The CrossFit JST brand is a strong golden shield based logo with an urban distressed effect to it. This effect symbolises the blood, sweat and tears that all CrossFit athletes put themselves through. CossFit is not a mainstream gym its not false or for mirror dwellers and the brand needed to reflect this.
The team at CrossFit JST have gone from strength to strength, and the brand is proudly represented on a regional, national and international stage at the highest level.
Steven Fawcett - Owner & CrossFit Games Finalist
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