Chicago Strength

Project Objectives

The main goal of this project was to create a strong, recognizable main logo for Chicago Strength while developing location-specific variations for their River North, Avondale, and Logan Square facilities. We aimed to establish a cohesive brand identity that reflects the strength and energy of CrossFit workouts, ultimately positioning Chicago Strength as the premier CrossFit gym in the city.

Research and Discovery

Our team conducted thorough research on CrossFit culture and aesthetics, Chicago's fitness landscape, and the unique characteristics of each neighborhood where Chicago Strength operates. We also performed a competitor analysis of other CrossFit gyms in Chicago to ensure our design would stand out in the market.

Logo System Development

Based on our research, we developed a logo system featuring a primary logo with a bold, typography-driven design that subtly nods to Chicago's iconic architecture. We created location-specific variations incorporating neighborhood-specific text and implemented a flexible color palette that allowed for consistency across all logos while providing unique identifiers for each location.

Brand Identity Elements

To complement the logo system, we created a comprehensive brand guidelines document, selected custom typography, and developed a vibrant color palette reflecting energy and strength. We also designed an iconography set for use across various marketing materials and established a photographic style guide to ensure consistent imagery across all locations.

Application and Implementation

The new logo system and brand identity were applied to signage for each gym location, the website and social media profiles, merchandise such as t-shirts and water bottles, marketing collateral including flyers and business cards, and in-gym graphics and motivational posters.

Results and Impact

The new logo system and brand identity for Chicago Strength successfully unified the brand across multiple locations while maintaining individual character. It increased brand recognition and recall among target audiences, strengthened Chicago Strength's position as the "Best CrossFit Gym in Chicago," and provided a solid foundation for future expansion and marketing efforts.

Conclusion

By developing a versatile logo system and cohesive brand identity, we helped Chicago Strength establish a strong, recognizable presence across their multiple locations. The project successfully balanced the need for a unified brand with the desire to highlight the unique character of each gym, positioning Chicago Strength as a leading CrossFit facility in the competitive Chicago fitness market.