Windy City was the first CrossFit gym in Chicago. After several years in business, they were facing a saturated market and ready to differentiate themselves by evolving their brand experience, messaging and renovating the facility. Through our design process, we helped them tap into their core beliefs and vision which led to a new name and messaging that set them apart from the competition and rang true to their “why.” We redesigned their visual identity, logo, website, apparel, merchandise, signage, ads and other marketing materials, as well as collaborated with Ellipsis Architectsto help conceive the look and feel of the renovated space.