First City CrossFit, a Monterey, California based business was a start to finish project.  First City's brand was a complete blank slate.  We wanted the brand to feel strong and powerful, without being intimidating.  The logo needed to reflect a sense of place, as First City is the official moniker of the City of Monterey --- Monterey was the first city established in California!  We worked on use of the iconic California Bear (from the state's Bear Republic flag) as the focus of First City's brand.  

Once the logo was developed, it was fun to take it and run --- using variations in decor of the gym facility, signage, and merchandise.  Today, First City CrossFit is a thriving and growing business, thanks in part, to the brand architecture and market positioning made possible by the people of PiVOT.