Chicago Strength

Project Objectives

Chicago Strength is a network of CrossFit‑style gyms across Chicago. The brand system needed to:

• Provide a strong primary logo for the overall brand.  
• Support location‑specific variants (River North, Avondale, Logan Square) without losing cohesion.  
• Work across signage, apparel, web, and in‑gym graphics.

Research and direction

We dug into CrossFit culture, Chicago’s fitness scene, and the character of each neighborhood.

The identity leans on:

• Bold, typographic marks that feel strong and straightforward.  
• Subtle references to Chicago’s architecture and grid.  
• A flexible color system that allows for neighborhood accents while keeping the core brand intact.

Logo system

• A primary Chicago Strength wordmark and icon as the master brand.  
• Location lockups that bring in neighborhood names while preserving overall structure.  
• Guidance for how and where each variant should be used.

Brand elements

• Typography choices that read well on everything from tanks to signage.  
• A high‑energy color palette.  
• Simple iconography and layout rules captured in a style guide.

Applications

The system has been rolled out to:

• Exterior and interior signage.  
• Website and social avatars.  
• Apparel, water bottles, and other merch.  
• In‑gym motivational graphics and wayfinding.

Impact

The updated system unifies multiple locations under one recognizable brand, while still letting each gym have a sense of place.

It strengthens recall, supports expansion, and helps Chicago Strength show up as one of the city’s standout CrossFit communities.