Full Rebranding for a Gym
Windy City Strength & Conditioning (WCSC), home of Windy City CrossFit, was the first CrossFit gym in Chicago. After several years in business, they were facing a saturated market and ready to differentiate themselves by evolving their brand experience, messaging and renovating the facility. Through our design process, we helped them tap into their core values and vision which led to a new name and messaging that set them apart from the competition and rang true to their purpose. We redesigned their visual identity, logo, website, apparel, merchandise, signage, ads and other marketing materials, as well as collaborated with Ellipsis Architects to help conceive the look and feel of the renovated space.
The foundational belief we came up with that set the tone for the “The quality of your health determines the quality of your life and nothing is more important than that.” Most gyms show photos of the space and people working out, but we wanted the entire experience of WCSC to be about using the gym to get fit so you can live your best life, whatever that means to you. The entire website was designed to speak to this idea, including a page on Adventures where members share their stories and experiences where they travel the globe, seeking the most adventurous ways to get out there and use their fitness—so others can do it too. The logo was inspired by a bumper plate and the visual identity takes on an industrial feel, resembling the aesthetics and interior of the gym itself.
— Justin Marcis, Founder, Windy City Strength & Conditioning
Photos by Cheston Bogue, Scott Thompson and Knoed
Front-End Development by Static Interactive
Back-End Development by Surprise Highway
Sign Painting by Rightway Signs
Architecture by Ellipsis
Website Awwwards ‘Honorable Mention’