Designing a CrossFit apparel brand, fit for the driven and dedicated.
Born Primitive
Performance Marketing Based Brand Design
With big dreams of becoming an official apparel sponsor for the CrossFit games, paid media performance was crucial in growing Born Primitive past a discount driven model to a premium quality, national athletic wear icon.
With extensive customer research, performance analytics, and workshops, we knew the key to unlocking success was to design a brand identity that communicated Born Primitive's mission and vision, while providing a foundation for advertising creative that performs.
The updated brand identity, weaves in Born Primitive's values of patriotism, dedication, and strength inviting customers to not just buy quality apparel, but to join a community that pushes gives it their all, and pushes through every last rep,
