Iron Goat Crossfit is striving to bring CrossFit back to what it was built on; crushing goals and getting healthy. Over the years, CrossFit culture has brought on an environment of intimidation and judgment, scaring away a good amount of people that would love the programming but are too intimidated to join in. Iron Goat’s goal is to eliminate this pressure, make CrossFit approachable and fun while also helping their clients crush their fitness goals. Straying away from the “diamond plated” macho aesthetic that has flooded this market, we developed a warm and welcoming brand that still feels strong and tough. Mountain Muscle never looked so good.
The entire Iron Goat brand is built around the signature goat icon. It shows a sense of strength without being intimidating and provides a tie to their mountainous backyard, bringing a fresh look to CrossFit culture.
The brand’s foundational style makes a perfect toolkit for creating alternate layouts and logomarks, ensuring there’s always a perfect size and shape mark for any use the gym could need. This creates an engaging and unique experience for gym members who interact with the brand every day.
My partners and I took on a huge project that had no business working out. That we made it out of the gate is due to the support, creativity, and general wizardry of Zach Silver. Zach was there for anything and everything our project needed, including marketing and business advice outside the realm of his contract. While we hired Zach because of his impressive portfolio and passion for design, we were completely unprepared for him to become one of the most influential people to touch our project. If I was thinking of doing another project, Zach wouldn’t just be a call, he’d be my first call (then the bank to beg for money).!
JESSE ROBERTS – CO-OWNER
Brand Photography by Dariynn Silver of Reflect Design Co. & Morgan Turner of MTurnerPhoto