Shapesmiths
Branding, UX/UI,
Environmental

Shapesmiths – Clapham Junction, London – is the largest CrossFit gym in Europe. When we met its founders, Shapesmiths was still a dream, an ambitious project that existed only on paper.

Context

While the founders overcame problems big and small to eventually establish themselves as one of the best-regarded CrossFit centers in Europe, we partnered with them to help their brand grow, every step of the way. First, we designed a powerful and honest brand identity, complemented by all digital and physical communication. 

From Branding to
Environmental design

In 2018, the overwhelming success of Shapesmiths convinced its owners to double the gym’s size, and we were asked to help give it a new face.  Excited about the opportunity, we partnered with interior designer Dan McNulty to rethink the space completely, and we designed the monumental 9x3m murals that have become a unique feature of the new space.

The website

Then we worked on the design of the website, defining its usability by interviewing 36 potential users. This allowed us to craft a responsive website where the information is extremely easy to find, so that members don't have to struggle to book classes or locate the gym on their first visit.