Smeaton Grange CrossFit’s philosophy is simple.
When you’re feeling your best, you’ll get more out of life.
The team at Smeaton Grange CrossFit believe in a holistic approach to being fit. Fitness isn’t about protein-packing and muscle-flexing; it’s about an ongoing journey to being physically, mentally, emotionally and spiritually fit.
We were engaged by founder Karen Anderson to brand and develop a destination CrossFit box that would attract the likes of health-conscious individuals, students, first responders and athletes.
We worked closely with the team at Smeaton Grange CrossFit to help build their business from the ground up – developing their brand and identity, concept and strategy, through to launch and campaign.
Turning adversity into triumph – the driving force behind the concept, brand and narrative. Our goal was to create an escape from the daily grind, allowing members to feel rejuvenated and strong – in body and mind. We set the scene and tone by collaborating with our creative network of friends to bring the story of the Stag to life. An urban jungle fit-out that places Smeaton Grange CrossFit at the forefront of the Australian CrossFit industry.
Social media plays integral part in every CrossFitters life; with clear strategy we commissioned Australian artist Sid Tapia to create a larger-than-life mural to provide it's members with an instagrammable backdrop as they capture their personal best. This empowered members to take photos and videos while instilling context and substance to their social media posts. Not only has this benefitted members with great imagery, but it has also benefitted Smeaton Grange CrossFit as members were indirectly promoting the space to their followers. (click here to see instagram check-ins)
In building buzz and credibility for both coaches and members, signage played an important role in setting the scene and tone. Custom-made signage sitting at 2.4 metres wide illuminated the evening skies as members mentally prepared themselves for the Workout of the Day (WOD).