Turn adversity into triumph.

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.

I was engaged to brand and develop a destination CrossFit box that would attract the likes of health-conscious individuals, students, first responders and athletes. I worked closely with the team at Smeaton Grange CrossFit to help build their business from the ground up – developing their brand and identity, concept development and strategy; through to launch and campaign.

The goal was to create an escape from the daily grind, allowing members to feel rejuvenated and strong in body and mind.

Services: Brand Identity, Strategy, Market Research, Concept Development, Art Direction, Print & Website Design. Collaborators: Sid Tapia - Artist, Brett Hemmings - Photography, The Contented Copywriter - Copywriting Sponsor: Rooki Australia - Apparel

Turn adversityinto triumph.

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.

I was engaged to brand and develop a destination CrossFit box that would attract the likes of health-conscious individuals, students, first responders and athletes. I worked closely with the team at Smeaton Grange CrossFit to help build their business from the ground up – developing their brand and identity, concept development and strategy; through to launch and campaign.

The goal was to create an escape from the daily grind, allowing members to feel rejuvenated and strong in body and mind.

Services Brand IdentityConcept DevelopmentMarket AnalysisStrategyArt DirectionInteriorPrint Design Collaborators Sid Tapia - ArtistLunatiques - PhotographyShayben Moussa - Photography

Concept

Turning adversity into triumph – the inspiration behind the concept, brand and narrative. Each member is on a journey; and just like the evolution of the stag, it’s antlers symbolise strength, confidence, pride and protection.

Exterior + interior

I set the scene and tone by collaborating with my creative network of friends to bring the story of the Stag to life. Custom-made signage illuminated the evening sky through to an urban jungle fit-out that places Smeaton Grange CrossFit at the forefront of the Australian CrossFit industry.

Thinking social

Social media plays integral part in every CrossFitters life. With clear strategy I commissioned Australian artist Sid Tapia to create a larger-than-life mural that provided it’s members an instagrammable backdrop as they capture their personal best.