Lincoln Park / Edgewater Crossfit

About This Project

The Brief

Create branding, website, signage and marketing collateral for Lincoln Park CrossFit, a local small business located in Chicago, Illinois. LPCF caters to young, business professionals looking to join a community CrossFit gym. The gym’s target audience ranges from beginner to advanced CrossFit athletes as well as semi-professionals that train for CrossFit events across the country. They also opened a second location in the neighborhood of Edgewater that needed the same creative marketing assets created.

The Solution

I tried many different icons for the logo design and the owner really took to the lion as a symbol of strength, courage and fortitude. The owner wanted a gritty aesthetic for his brand so using a grunge look to the design was a natural choice. I wanted to incorporate a concrete feel to the background because these are the types of flooring and walls you usually see in CrossFit gyms. It was important to the client that we used real images of members in action so that new members would not feel intimidated and that it reinforced the idea that this was a family-type CrossFit gym where anyone was welcomed. The website was mainly informational and was built in WordPress with the core functionality being a blog-type site where they could post their daily workouts. Some back-end functionality was incorporated for the ‘Schedule a Class”, embedding the popular MindBody API.

Target Audience

Beginners looking to get into the sport of CrossFit. Semi-professional CrossFit athletes looking to join a tight-knit community to train with. Young, business professionals. Local Chicagoan's.

Role

Art Director, Designer, Developer

Date

June 01, 2014