CrossFit is a workout phenomenon that is redefining fitness, but despite its popularity, it still isn’t widely understood by a mass audience. So, when their online experience needed a redesign, the challenge was not just to create a new website, but to translate CrossFit’s principles and its ethos to millions around the world. Bold imagery and fluid layouts are combined with powerful stories and rich media, including workouts, nutrition planning and fitness instruction, to create an online destination that champions CrossFit’s ideals across the globe—no matter the culture, language or geography.

My roles:
• Experience Strategy
• Information Architecture
• Interaction Design
• Visual Design & Art Direction