Taking a CrossFit brand from zero to hero.
In 2018, we helped to launch the Motley Crew CrossFit brand in Cape Town. We helped with the creation of the visual identity which primarily rolled out in the gyms, digital and in a poster campaign for the 2019 CrossFit Open. Men’s Health Magazine did a feature on its non-ageist approach (Rage Against Age) and it was rated as one of Cape Town’s top gyms within its opening year.
Within six months, we’d reached the year’s membership goals and a second gym was opened. Within another six months, the third was opened. And at the end of 2020, in the face of the pandemic, the fourth gym was opened in Johannesburg. It’s been a brand we’ve loved building that has a habit of sucking us into its crazy CrossFit world.
Awards
One Show
Branding - Finalist
Data visualisation - Short list
Promo posters - Short list
Loeries (Creative)
Brand identity programmes - Silver
Posters and environmental graphics - 5x finalists
Design - mixed media campaign - Finalist
Team
Agency: DUKE
Executive Creative Director: Mike Beukes
Creative Directors: Pieter Janse van Rensberg
Designers: Pieter Janse van Rensberg | Saleem Naidoo
Client service: Boitumelo Phetla
Year: 2018 + 2019