BRAND ARCHITECTURE

JOYBOOST

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.  

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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.