CrossFit Mend being an affiliate brand of a well-established brand, we needed to maintain a balance between the two brand narratives. While CrossFit itself was a fairly new concept in the market, despite having two existing affiliate brands, we needed to ensure that our branding should at once speak about CrossFit while building an unique culture for CrossFit Mend.
We began with setting ourselves an aim, putting forth our assumptions, charting an average customer profile and outlining our challenges.
The idea was to try to come up with so many ideas that we run out of any bad or mediocre ones.
Mend takes things a notch higher in terms of daily workout. A place like Mend and a trainer like Sandy help us scale up gradually and push more boundaries. The culture at Mend is more about community than about numbers.