Responsive Branding & Illustration
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.
BACKYARD GOAT
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.
GETTING RESPONSIVE
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.
