HERO-X
Fitness
Branding
Web design
Marketing
Bourne End
2025
HERO-X (formerly CrossFit Wycombe) is a premium functional fitness gym built to empower everyday heroes, from parents and professionals to athletes and first-timers. Offering expert-led classes in CrossFit, HYROX, strength training, and conditioning, HERO-X combines high-level coaching with a supportive community atmosphere. The state-of-the-art facility features dedicated spaces for functional training, recovery, and social connection, creating an environment where members can train, grow, and belong.
Summary
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.
Solutions
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.
