Fran Cindy is a lifestyle clothing brand made for the CrossFit world. Their name represents two of the most important aerobics exercises in CrossFit. I was commissioned by Fran Cindy to create their brand identity. I created an extensive graphic system which included graphic marks and pattern. These were eye-catching in black and white and distinctive in symbol. This embodied the spirit of the brand: discipline, constancy, community, progress and force. Fresh and punchy, the branding has been applied to apparel and events.