LIVE PRIMITIVE
CLIENT: LIVE PRIMITIVE | CROSSFIT BOGOTA
ROLE: BRANDING & IDENTITY | PRODUCT DEVELOPMENT
YEAR: 2010-2015
Partnered with Geoffrey Tudisco, founder of CrossFit Bogotá, to create Live Primitive, a lifestyle and performance brand designed to extend the success of the gym beyond its physical location.
The vision was to transform CrossFit Bogotá into a scalable franchise model while launching a consumer brand for athletic equipment, apparel, nutritional products, and merchandise.
I led the creative direction, brand identity, product development, UX/UI, digital strategy, and ongoing platform evolution, designing both the customer experience and the operational tools needed to support a growing multi-location fitness business.
Services
Brand Strategy
Brand Identity
Logo Design
Creative Direction
Omnichannel Brand Experience
Product Development
UX/UI Design
E-Commerce Platform
Web Design & Development
Webmaster
Digital Merchandising
Event Branding
Deliverables
Complete brand identity system
Logo and visual language
Athletic equipment branding
Kettlebells and fitness product graphics
Nutritional product packaging
Apparel and merchandise collections
Marketing collateral and brochures
E-commerce platform
Gym management website
Class scheduling system
Coach profiles
Daily Workout of the Day (WOD)
Athlete leaderboards and top scores
Merchandise store
CrossFit Games and event websites
Event branding and promotional assets
Role & Leadership
Created the Live Primitive brand from concept to launch.
Designed a scalable identity to support the expansion of CrossFit Bogotá into multiple franchise locations.
Led product development for athletic equipment, apparel, nutritional products, and branded merchandise.
Designed and developed the company’s website and e-commerce platform.
Built custom digital tools for class scheduling, coach management, daily WOD publishing, athlete rankings, and online merchandise sales.
Launched dedicated websites and promotional campaigns for CrossFit competitions and community events.
Managed the platform as Webmaster, continuously improving UX, merchandising, and digital experiences while collaborating with marketing, development, and business leadership.