It all started with a simple request from KC Stallsmith, owner and head motivator at CrossFit AllStar. “I’m looking for some design work that can take our logo to the next evolution and create a stronger brand for our box.”
Little did either of us know in May 2014 that we would work many, many hours together creating an amazing new brand for CrossFit AllStar, helping them reimagine who they were and where they were going.
After quite a few rounds, I came up with the below brand for CFAS. It’s one of my favorite logos.
I love urban street art. Hey, I’m from L.A.! With this series I’m exploring the juxtaposition of low brow urban art and surf culture here in Hawaii.
If you’ve surfed any serious local spots, you’ll realize that these are far more telling of what you’ll experience than any simple “pretty” scenery. Don’t get me wrong, the scenery is gorgeous, but to some, gorgeous is ink and water.