Under new ownership, CrossFit Union Square of Manhattan, NY sought to rebrand themselves to better align with their core values. The lion, an iconic image found throughout the building’s architecture and Union Square itself, became the key focus of the identity. An extensive design exploration yielded the powerful symbol of a lion profile integrating a flexing bicep–a combination that represents community and strength. Bold, impactful typography paired with the iconic mark became the cornerstones of this new identity.