The brief
CrossFit Inspirit is a young affiliate in Metairie, outside New Orleans: garage-gym feel, semi-private coaching, beginner-friendly, ‘become a better version of yourself.’ The owner had a sugar-skull ghost, a fleur-de-lis and a barbell crammed into one mark, and a website with empty galleries. He wanted an identity the gym could grow into, within CrossFit HQ’s rules: the name stays ‘CrossFit Inspirit,’ HQ’s own logos stay untouched, everything gym-specific is ours.
My role
Research first: every CrossFit box in greater New Orleans, to see what nobody owned (no local box leads with a fleur-de-lis; local flavor is all verbal). Then concepts in rounds, a mark round, three finalists rendered in both spellings, colorway options, the logo system, a brand guide and the client presentation. Illustrator for the final vectors; image generation for the mascot and texture exploration.
The system
The wordmark, deep teal and gold
Blue and gold lockup, the latest round
The word ‘inspirit’ means to breathe life into. That became the story: the ghost is not death, it is a spirit being brought to life, and the lightning is the life force. The wordmark carries the gym on signage and shirts; the mascot carries it on social and merch.
The mascot
Mascot lockup, navy and electric blue
The icon on its own
Colorway 2: black, red and gold fleur
Outcome
A full logo system (vertical, horizontal, icon, wordmark, one-color black and white), colorway options, a brand guide with usage rules, and an eight-page client presentation that tells the story and lets the owner choose.
One-color white, for embroidery and screen print
Credits
- Research, concepts, design and presentation: Andre Bruni
- Client: CrossFit Inspirit, Metairie, Louisiana