After recently starting their new business the owners of Cable CrossFit came to Red Elephant Design to create a website for them. They had no real design preferences, only that it included their colors, it was a virtual blank canvas for us.
After spending the day at the facility shooting photography for the website, we were able to get a real feel for what Cable CrossFit was all about. It was a blend of intensity, determination, pressure, and yet you had this incredible sense of a community and family atmosphere.
So we chose a dark gray color pallet for the site while working in some red highlights. By posterizing the large images we were able to achieve that feeling of grit and intensity we wanted. Yet we focused on groups of people in the photography to help capture that community atmosphere.