Step in Sean Richardson and Henry Hale – 2 fitness enthusiasts with a strong idea to create an apparel label connected to the growing sport of ‘Crossfit’. I’d only vaguely heard about it and hadn’t realised its popularity. Needless to say its a tough sport, and so are the people that do it. They wanted an edgy, tough brand that would appeal to the Crossfit crowd.
I decided to centre the initial round of ID designs around a strong sans-serif typeface and played with some letter transposing and flipping – mainly to create a more aggressive, no messing look: