The Challenge

What comes to mind when you think of CrossFit? Probably a sweaty, loud and extremely muscular man. They’re about as transparent as vegans – within five minutes of talking to them, you know they do CrossFit.

Services Provided


  • Brand
  • Logo

The Redesign

One of the first things we do when branding or rebranding a company is evaluating their current name and logo. Your brand is the core identity of your company so it’s important that it represents who you are and what you do.

We knew our first step would be to come up with a new name that would be inclusive of multiple fitness and nutrition offerings and fit with their new vision for the gym. After several internal meetings and brainstorming sessions, we landed on the name Comal Active. With a new name in place, we created a logo that was more approachable than the previous logo but still reflective of their origins as a Crossfit gym. The jumping boxes used in Crossfit are referenced with the box-shape of the “C” and the Crossfit pyramid is referenced (which you’ll definitely know about if you CrossFit) in the Active’s “A.”

The tagline we created for Comal Active is Fit for Everyone to allude that the gym is a fit for anyone looking to join a fitness community of people of all ages, backgrounds, and genders. Sign me up!

To bring the color palette closer to home we decided to reference the Comal River with an electric cyan blue. It’s a strong, energetic, and inviting color, and it proved to be a worthy fit for Comal Active.

The Result

Part of what makes the branding experience so fun for us is getting to spend time with our clients and learn about their business goals and aspirations. The owners were fantastic to work alongside because of their passion for their business and willingness to grant us complete creative freedom in bringing their vision to life.

We are beyond thrilled with the final product and love that we created something they can fall in love with. Their devotion to keeping the heart of their gym beating led to the establishment of a new legacy that we hope will continue for years to come.

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