When I was approached to work with what was then CrossFit Terminus, they were looking to set a course forward after disaffiliating from the CrossFit franchise. Owned and operated by world-class CrossFit athlete Emily Bridgers, Terminus had acquired a reputation as an elite training facility, but at times struggled with the perception of being too hardcore and unapproachable due to the high-level athletes known to train there.The challenge was to define a new era for Terminus, positioning the gym as an authority on functional fitness while reflecting its commitment to making fitness work for athletes at every level. The end result was a new name, visual identity, and messaging to serve as anchor points moving forward.