workabout
Terminus Strength & Conditioning
2020
When I was approached to work with what was then Crossfit Terminus, they were looking to set a course forward after disaffiliating from the CrossFit franchise. Owned and operated by a world class CrossFit athlete, Emily Bridgers, Terminus had acquired a reputation as an elite training facility but at times struggled with a perception of being too hardcore and unapproachable due to the high class athletes known to train there.

The challenge was to define a new era for Terminus; positioning the gym as an authority on functional fitness while reflecting the gym’s commitment to making fitness work for athletes at every level.

The end result was a new name, visual identity, and new messaging to serve as anchor points moving forward.
Through brand workshops, we worked to define the core tenets of the Terminus brand. Committing to show up, training to learn the skills, and challenging oneself through intensity.

Terminus’s name pays homage to an old nickname for Atlanta, stemming from the city’s status as the end of the railroad. The concept of paths naturally evolved from there as we honed in on the idea of Terminus being a community that is pivoting and moving together in one unified motion on a path guided by principle. The three bars of the mark represent both the community of the gym moving in unison but also the three core tenets of the brand.
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In an effort to counter any unwanted grittiness and badassery, I removed texture and obscure symbolism found in the existing brand. Terminus operates as a sharp knife rather than with blunt force, so I opted for type and photo treatments that could communicate this firm but precise authority without scaring away athletes who were new to the sport and wanted to learn more.
Terminus is, at it's heart, a community. One made up of members with a deep connection to the brand. To successfully launch the brand into a bold new direction, while retaining brand equity and community buy-in, I kept the existing yellow and black color palette but expanded it by adding white and grays.

This simple addition allows the brand to be expressed in more thoughtful ways fit for an authority on fitness.