Worked with an ownership team of Olympic weightlifters and fitness professionals based out of Chicago, Illinois to launch their newest CrossFit Box. The process started with some consulting on name and branding until settling ultimately on "Big Shoulders Barbell Club" as Chicago is dubbed the City of Big Shoulders. At that point, we jumped into our research phase of the project. This involved not only research about the Chicago and other influences, but also introspective research with the clients on their wants, needs, and expected problems. The ownership is extremely well versed in bringing brands to market, making this not only a much more efficient process, but began to yield some early design direction full of ideas, geared towards their needs and issues.
At this point I drew up a mood board with some inspiration and direction, which got full support from the client. The client was pushing for a sports logo/team direction that would attract competitive athletes, but at the same time wouldn't alienate older clientele just trying to get into shape. We discussed a gorilla mascot that looked "pensive and serious, but not angry". At this point, it was time to jump head first into the sketchbook.