Crossfit Gambit resides in the heart of Soulard: the French Quarters of St. Louis. It literally sits on the main Mardi Gras parade route, so the ties to the Cajun culture run thick and deep with this brand. Even the name “Gambit” refers to a Cajun superhero in the Marvel X-Men universe… but the jury is still out on whether that’s the influence for this naming convention.
Andrew, the owner of Crossfit Gambit (pictured above), came to me to discuss upgrading the Gambit branding. The name and colors were on-point, but Andrew wanted to explore new design concepts.