RSC / creative works of Regan Smith Clarke
RSC / creative works of Regan Smith Clarke
CrossFit is a lifestyle with a community of like-minded individuals who push the boundaries of mental & physical fitness. From my perspective, it is man vs. nature personified. For the 2020 CrossFit Games, our creative voice intended to play into a vintage scout & outdoor theme that embodied all of the great qualities this community strives for.
Unfortunately because of COVID, the CrossFit Games in 2020 ended up being a smaller, more abbreviated event back in Aromas, California. Here is a small portion of highlights from that.
In 2018, my team and I were asked to come up with the concept direction and graphic package for the CrossFit Games retail assortment. I worked very closely with our product marketing team as well as our strategic partners at CrossFit HQ to drive the assortment in a consumer, trend relevant direction.
In contrast to the 2017 collection, I steered the new design direction towards a less complicated, more wearable vibe to have broad appeal.
My goal was to design a collection that would be bold, wearable with a more subtle nod to fitness than in years past — “Hidden in Plain Sight” is the best way to describe it. The result of this was the highest sell through rate to date for this event.