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Case study

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CrossFit Blackwater

  • Brand
  • Website

CrossFit Blackwater is a gym in Witham, Essex, offering strength and fitness training to the local community.

CrossFit Blackwater - main logo

The challenge

The gym saw a change in training patterns during the pandemic of 2019/20, caused by the forced closure of leisure facilities. Owners, Christine Cope and Scott Jenkins, approached us to design a new brand and website to refresh their marketing and appeal to new clients.

The approach

We worked with CrossFit Blackwater to get a deep understanding of their business. We conducted a brand strategy review that gave us insights into their purpose, vision and goals, values, personality, audience, positioning and competition.

CrossFit Blackwater - secondary logo
CrossFit Blackwater - secondary logo
CrossFit Blackwater - t-shirt branding

The brand design

The chosen brand identity is based on a vintage style colour palette to emphasise CrossFit Blackwater’s authentic approach to personal fitness. The theme has been developed with typography inspired by the fonts found on weightlifting equipment.

Moving away from the monotone colour palettes often used by gyms, we designed a mix of warm, organic colours, with red as an accent.

The website

With a new brand in place the next stage was to redesign the current website. We focused on the brand strategy and looked for consistent messaging and visuals to tell the brand story, establishing a tone of voice and a concise tagline.

We also developed the content and added engaging calls to action to encourage users to sign up for a free trial or discover the membership packages, renaming them No Limits and Power Up.

CrossFit Blackwater - website on deskyop, tablet and mobile
CrossFit Blackwater - website on mobiles


CrossFit Blackwater teaches its clients to get fitter and stronger in a safe, coached environment, within a vibrant community. Investing in a photo shoot allowed us to capture these core elements through strong visual messaging. Using ‘real’ clients as models helped to increase the authenticity of the gym and reflect on its accessibility – reducing the fear of intimidation.

CrossFit Blackwater - poster designs

Recent work

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