Crossfit Reason is a premiere functional fitness facility in Southern California.

DELIVERABLES: BRAND STRATEGY + VISUAL IDENTITY SYSTEM +
WEBSITE + COPYWRITING + INTERIOR DESIGN + ONGOING BRAND CONSULTING

Finding Reason’s reason

Reason Athletics (formerly CrossFit Reason) hired Made X Maker to help redefine their brand. This included a full brand strategy, brand positioning, purpose statement, visual identity, and tagline development.

The Solution

After much in depth company work as to Reason’s true purpose, competitive research, customer surveys, and diving into what truly made Reason stand out from any other fitness facility on the planet, we were able to then craft a brand new identity for them.

This was not simply a logo and color scheme, but the actual identity that has allowed them to take firm hold of who they are and help more people than ever before.

To truly give a voice to who Reason was, and is, we had to go deep to find out just “what moved them.” What was their purpose in helping people reach their fitness goals, why were they so passionate about this, and what motivated them?

As we dug deep, we discovered what they were all about. Reason’s “why” was their friends and families, their personal connections and their desire to see everyone not just live, but thrive.

We discovered what “moved” them, and we determined that the most engaging offer they made was helping their community “find what moved them.”

The Challenge

As a boy, owner Eric Chang had always dreamt of having a place to train and train others. His heart has always been to help as many people as possible, and in 2013 his dream became a reality when he opened Crossfit Reason. As his community started to mature, Eric wanted to create a true brand for his community to grow alongside and in 2016 he engaged Made X Maker to help.

The biggest challenge facing Eric and the team at Reason was that the current visual identity wasn’t actually a brand, it was just a word in a random font - but Eric knew he wanted to build so much more.

There was no clear definition of who Reason was or wanted to become. Many things in the company were intuitively carried out because of a unity of character, but never solidified for the company, leaving the team and Eric in a place of stagnating growth.

Made X Maker conducted a full brand audit, consultation, and in depth strategy workshop that helped clarify their purpose and mission, repositioning Reason and Eric as innovators and thought leaders in the Southern California fitness space.