Windy City Strength & Conditioning (WCSC), home of Windy City CrossFit, was the first CrossFit gym in Chicago. After several years in business, they were facing a saturated market and ready to differentiate themselves by evolving their brand experience, messaging and renovating the facility. Through our design process, we helped them tap into their core values and vision which led to a new name and messaging that set them apart from the competition and rang true to their purpose. We redesigned their visual identity, logo, website, apparel, merchandise, signage, ads and other marketing materials, as well as collaborated with Ellipsis Architects to help conceive the look and feel of the renovated space.