SOLA Fitness, formerly CrossFit South Lamar, is the heart of the fitness community in South Austin. Founded on the principle of inclusivity, SOLA creates an environment where every person feels comfortable and challenged.
It's generally well-known that CrossFit as a brand can be off-putting—or at the very least, unapproachable. Combined with the neighborhood of South Lamar growing with more duplexes and upscale dining/drinking establishments, this gym came to a head with trying to reposition its image with a welcoming message that also pays homage to its roots in Austin's authentically low-key, gritty vibe.
The goal of designing SOLA's new identity was to pay homage to that authentic Austin experience by creating a logo that feels weathered, yet bold; modern, but vintage. Served with it is a vibrant color palette to communicate the energy of the city and its abundance of accessible fitness opportunities. The project was completed in Q2 2019.
The Process
SOLA Fitness has maintained the color palette and various other brand elements but decided to move forward with another, more minimalistic design for their logo mark by the end of the process.