CrossFit District Six Rebrand

I had the opportunity to work on a project very close to my heart – the complete rebranding of my gym, CrossFit District Six. As a long-standing member and CrossFit coach, this is one of my favourite projects to date.

Our team was tasked with breathing new life into the D6 brand, creating an identity that was a true reflection of what our box was all about. Trust, wellness, fun, community. The branding at the time didn’t reflect any of that. If anything, it reflected too well the preconceived notions of CrossFit. Grit, impact, toughness, throw up your chalk bucket.

Apart from conceptualisation, my role was to create a new brand tone for the business, which was executed in various forms – website, social media, newsletter internal communications and the brand’s new tagline – Trust the Process.