Crossfit Dig Deep
Identity Design
Crossfit Dig Deep in Paducah, Kentucky had recently moved location, and was looking to revamp their look and feel. Their existing slogan was “Move (our minds and bodies), Empower (ourselves and our community), Dig Deep”.
Key goals were to build on the strong sense of community, and display not only the gym’s commitment to furthering the physical well being of its members, but their commitment to helping people, both members and non-members, overcome obstacles of all sorts.
I used “Together We Move” to succinctly encompass their progressive viewpoint, as well as their mission as a gym. The imagery of the mountain with roots that extend far into the ground implies that there is far more to each person than might be assumed, but one must “Dig Deep” to find that strength.
The connotation we have with “mountains” also works on multiple levels, giving a sense of overcoming obstacles, and the adventure of self-discovery (other themes that the owner expressed were important to her).
