Proximus Strength CrossFit Competition
The Goon Classic is an annual strength and conditioning competition hosted by Proximus Strength in Santa Paula, CA. For their third annual event, I was hired to design a bold and dynamic identity that would represent the competition and its local athletes.
“Keepin’ It Gangster”
Each year, the competition adopts a new theme, and for the third edition, the focus was to honor the tough, respected athletes of Proximus Strength and the local community. I drew inspiration from the "Goon or Die" rallying cry, which had become a staple within the Proximus community. The type design became a central visual element throughout the competition's identity.
I designed a series of posters to promote the event, with over 60 printed and posted around local businesses in Santa Paula. Additionally, custom shirts and sweaters were created, sold at the event, and included in prize packages for the athletes.
Website Redesign
After the competition identity began to take shape, Proximus Strength decided to incorporate the new design into their website. The refreshed identity breathed new life into the website, aligning it with the competition’s theme and creating a cohesive user experience.
Day of Event
The third annual Goon Classic was a massive success, with over 100 competitors and more than 30 attendees cheering them on. Check out the gallery below to see how the event identity came to life on the big day.
