East West Crossfit

& Training Ground Gym

East West Crossfit is an innovative fitness brand that was founded by a Canadian ex-patriot living in Thailand. It was born out of a need for quality equipment in the local Thai market. Starting as a humble crossfit community meeting in public parks and eventually finding a permanent location that was deemed The Training Ground, they quickly recognized the need for high-quality fitness equipment that was missing from the market.

The primary goal in creating their brand identity was to tell the story of EastWest CrossFit’s origin and its simple, do-it-yourself work ethic.

Since the brand needed to show their commitment to community, culture, and authenticity I developed the identity to be balanced, grounded, and solid.

Close-up of a black weight plate with white lettering, indicating 5 kilograms and 10 pounds, mounted on a barbell.

“A logo derives meaning from the quality of the thing it symbolizes, not the other way around”

—Paul Rand

For the Training Ground logo I wanted to make something that represented their heritage which was rooted in community service and hard work. The logo shows the strength and dedication that the owner has and also elicits from the members of the crossfit community.

Training Ground Logo Animation

Black and white illustration of a cat sitting on its hind legs with a paw raised, inside a circle.
A collection of various hand-drawn logos and symbols featuring the words 'EAST' and 'WEST' in different fonts, shapes, and designs.

East west logo

Four logos for East West CrossFit, two black and white, two red and black, each displaying the text 'EST. 2014', 'EAST WEST', and 'CROSSFIT' with stylized horizontal bars and a circular design.

Brand Characteristics:

1- durability

2- confidence

3- style

A woman wearing a black sleeveless athletic shirt with the text 'East West' and a stylized graphic on the front, standing with her arms akimbo against a plain white background.
Close-up of a black soft-sided carry case with a red fabric label that reads "EAST WEST".
A fit man and woman in athletic clothing posing against a plain white wall. The man is standing while the woman is kneeling on one knee, both wearing white tank tops with the words 'East West' and a logo, black shorts, and athletic shoes.
A black box with red and white branding and text reading "East West" and "3D".
Two red plastic lockout device straps with black buckles, labeled with "EAST WEST," attached to black straps.
Set of black weight plates on a weight rack in a gym, with colorful resistance bands hanging on the wall in the background.