Project overview
CSM was founded by fitness enthusiasts. The gym stands out for its raw, motivating, and inclusive atmosphere, where members are committed to pushing their limits. The client wanted to reposition its brand image to better reflect the gym's identity: uncompromising, resolutely focused on effort and physical transformation.
CSM Athletics is an independent gym located in Saint-Mathieu-de-Beloeil, focused on performance, discipline, and community spirit.
Client
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CSM Athletics
Project type:
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Brand branding, Web development, E-commerce
The goal was clear: to modernize the CSM brand. while retaining its soul
I developed a new visual direction inspired by an industrial and dystopian universe, with striking typography, a dark palette enhanced with vibrant accents, and a deliberately raw artistic style. The website (csmathletics.ca) was completely redesigned to maximize conversions, whether for appointments, memberships, or contact requests. I incorporated straightforward copywriting, true to the gym's “no bullshit” mentality, emphasizing discipline, effort, and camaraderie. The user experience has been optimized with clear calls to action, seamless integrations (social media, Google Reviews, forms), and a responsive design that ensures flawless performance on mobile, tablet, and desktop.
Affiliate E-Commerce: Project Machine
At the same time, I developed the complete branding for Project Machine, the gym's official clothing brand. It represents an extension of CSM's DNA, translated into textiles:
“Discipline. Transformation. No excuses. You don't wear a T-shirt—you embody a mindset.”
Creative direction :
Inspired by the universe dark tech, cybernetic, and post-human. Each item is designed as a piece of transformation.
Immersive product descriptions :
Written in a narrative style, they combine dystopian storytelling with powerful visual language.
Mockups & store interface :
Integration of the store into the site's ecosystem with seamless navigation between the gym and brand worlds.
