Known for its hardcore approach and unapologetic ethos, we redefined the identity of Westbourne: CrossFit Braybrook. This rebrand needed to be as tough and unyielding as the members themselves.

 

We developed a new, cohesive, and strategic brand identity. This included logo, logo variations, and a custom illustration inspired by the original CrossFit 'Pukie' character, making it the centrepiece of the brand's submark. Our colour palette of off-white, brown, grey, and striking red was chosen to enhance their no-nonsense identity. Off-white for potential, brown for strength, grey for ruggedness, and red for passion and energy.

 

This rebrand isn’t just a facelift; it’s a testament to preserving authentic CrossFit culture while standing out. Beyond visuals, we developed merchandise and promotional materials to support their in-house brand management and consistency across differing applications.