Crossfit Copenhagen was the first company to take crossfit to Denmark. It was a big success, but somehow the success made the company lose it’s original purpose with starting it all. Kontrapunkt helped us make the transition from a brand that had become focused on protein and heavy weights to an inclusive community with the purpose of making the world healthier and stronger.
The logo was black and white and this theme was seen through all pictures for marketing. It missed personality and only emphasized the brand as being closed and no fun.
Some of the commercials and photo material that came out were only feeding peoples impression of CrossFit Copehagen as a place for buff dudes without a t-shirt. A place only for people who were already fit.
One of the first things that we needed to do was establish ourself as a brand with a new name. I directed a branding video that told the story about arca (se video below). This was also the first thing to do, when shooting pictures. The focus was on happy faces and how fun it is to use your body.
With the new name and design came the task of rethinking all the small pieces of CrossFit Copenhagen. Every box (26 boxes in Denmark) needed their own identity that fitted the overall brand.