Create a brand identity that appeals to Toronto's hardcore CrossFit crowd.
Exercising is one thing, but the hardcore CrossFitters are dedicated. Think Iron Man and Tough Mudder. These individuals love the burn and push themselves to the limit.
When training hard, you’re constantly in search of motivation. So, we just baked it in to the brand with a brand name that’s part of a motivational tagline that adapts to whatever needs we’re marketing to. Now, the possibilities are endless.