Crossfit Hoboken Rebranding

Crossfit Hoboken wanted a brand that didn’t feel like a typical gym. The goal of the rebranding was to create an image that reflected a location in a gritty warehouse that provided hardcore workouts with non-traditional military-like equipment.

By the owner’s request, the logo was designed keeping in mind the round military look and feel.

The website needed to market to potential members and also be functional for current members. Unlike normal gyms’ websites, members use this website to check the workout of the day, post scores, get nutritional information, recipes and for social networking.

Crossfitters are a cult with their own language and inside jokes. The t-shirt design uses “restroom”
like sign to convey clever innuendo understood by a crossfitter.

General branding post card and holiday post card
Female and male restroom bar posters