CrossFit's secret prequel - Unveiled.

How we helped CrossFit to define and create
its new brand that was actually here long before.

The past becomes the future

CrossFit’s model of fitness contains an elegant, perhaps optimal, solution to the world’s most significant problem – chronic disease (CD). How did the consensus get the CD so completely wrong?

Greg Glassman the founder of CrossFit always knew the answer, even before establishing the CrossFit brand but recalled clearly just after fighting the consensus in the marketplace, in academia, through the halls of State and Federal government, and in courts over a decade long campaign against Soda and it’s fitness proxies has been an incredible journey legally and intellectually... Now he wants to share.

Idea

1996

CrossFit

2000

CrossFit Health

2018

Setting a “Cleanical” design agenda
Aa Bb Cc
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Health Care Green #17a97b
Chronic Disease Red #d53f3f
CrossFit Grey #323232

We established a design system and a UI kit so the brand will speak its agenda through the digital product and keep consistency.

Crossfit's Health voice and knowledge comes out of a green tone while the red tint delivers projections of the mess.

A responsive theme
From physicians to health care professionals, fitness trainers to concerned cross fitters, the target audience is very diverse, some using Desktop computers and laptops in their work desk, and some are using tablets and mobile phones when they are comfortable, or on the go.
Desktop
Laptop
Tablet
Mobile
Supporting reference

To create a good base ground to the truth, we created layers of supporting reference of researches and “heroes ” confirming our Bias.

A Renaissance

The company entered a new era, fulfilling its primery vision with an innovative approach. expanding its activity with new target audience, building a new network of community In a mission to bring real health and truth to the world.