Dauntless Fitness

How do you forge a community of warriors?

With a brand as bold and brave as they are.


Was approached to create a brand for a new Crossfit gym in Newcastle. Core brand values included strength, bravery, hard work and community.


Taking inspiration from classic gym typography and fusing it with a minimal and crisp look and feel. As the client requested the use of the flame, I extrapolated the theme of the gym as a forge, a place to create your best you. This resulted in the use of appropriate motivational language and tone of voice such as ‘Embrace the heat’ 
and ‘Condition. Forge. Sustain.’