The 321Go Project provides design and development services for CrossFit affiliates nationwide. On occasion, I work for them on a project by project basis. The site above is CrossFit Drive, out of San Ramon, CA.
This design was actually a joint venture between Clay (321Go Project’s founder) and I. We passed the PSD back and forth (layer tennis) on the main background and overall look and feel of the site. He challenged me to liven it up and make it and less corporate.
With any project, my goal was to understand the client, speak their words and display their personality and I think this site does exactly that. After reading their project brief & studying photos of their facility – I felt like I knew them and really understood what they were after. They didn’t want to come across as the typical “meathead” and seemed genuinely interested in helping their clients attain their goals. They were fun, a little edgy. They did not discriminate if you didn’t fit into the typical CrossFit persona. I noticed that they wrote all over their walls in chalk to motivate and track their members progress.
The gallery below is a close up view of the sliders from the site.