HERO-X
Visual Identity Design
Logo/Merch/Illustrations
7-8 WEEKS
Evolving beyond the traditional CrossFit box, HERO-X reimagines functional fitness as a high-end, inclusive experience. The brand reflects both performance and accessibility, encouraging members of all abilities to push their limits in a welcoming space. With its modern identity and premium facilities, HERO-X positions itself as the next generation of functional training — powerful, approachable, and community-driven.
Challenge
The challenge was to create a minimalist brand identity that felt clean and modern but avoided the overly masculine or intimidating
tone often associated with CrossFit. HERO-X needed to appeal to both existing members and newcomers to functional fitness, balancing performance with accessibility.
Solution
The new identity centred on a minimalist logo and visual system that communicated strength through simplicity. A bold yet refined typeface was paired with orange as a highlight colour, injecting warmth and energy without overpowering the brand. To soften the
minimalist aesthetic, natural materials such as wood were introduced throughout the interior and signage design, creating a welcoming, high-end environment that feels both powerful and approachable.
