Dan Sell, owner of Next Level Fitness in Hanover, PA, requested a way to market his fitness programs that was both professional and edgy, showed the hard won physical results of his clients, and revealed the support system that Crossfit brings to all who participate. "We are your family, helping you reach your goals."

 

The medium of "postcard" was his idea - a sturdy, glossy, easy to exchange piece of marketing that could be kept, hung on the fridge, on the wall, stacked at a register. Using his company's colors, orange for the Hanover location and blue for the new Gettysburg site, I used textures found in abundance at the "box" - the term Crossfitters use to refer to their gym. Most of these sites are located in garages and warehouses - you can usually find lots of brick, concrete, and metal. The equipment is utilitarian - dumbbells, kettle bells, plywood boxes, pull-up bars, giant rubber tires, bumper plates, and paralettes made of pvc pipe. I integrated tire tracks in a lot of these designs, as well as scratched metal, faded paint, and medical tape.

 

The challenge, I thought, would be using photos of his clients that he had taken. But Dan had a camera with a pretty decent auto feature, and I could handle the rest in Photoshop. He reaches a lot of his clients currently through referrals, and keeps in touch with them on a daily basis through Facebook and the company's blog where he uses the photos he shoots at the gym. He also takes videos of his clients performing feats of physical prowess. And I think his method is working. Seeing people you know from the community - your sister who was a couch potato a year ago - deadlifting 230 lbs like it's no big thing, is a pretty powerful testimony to the success of your program.