R.A.D®.

R.A.D’s DBE sub-brand presents a documentary capturing Danielle Brandon’s journey to becoming a 5x CrossFit Games athlete. After years of keeping her struggles private, Danielle now reveals her story—one of resilience and triumph—hoping to inspire others.

This created a great opportunity to elevate Danielle beyond her role as an athlete to an icon within the CrossFit world. She had already transformed the hyper-masculine "Big Dick Energy (BDE)" into DBE: Danielle Brandon Energy, creating an authentic space of her own.

Building on this transformation, we integrated Danielle’s narrative with R.A.D’s bold visual identity, redefining the visual language of CrossFit, moving away from rigid, hyper-masculine tropes, opting instead for a dreamy Americana aesthetic. This aesthetic highlighted Danielle’s strength as both an athlete and a woman who has overcome adversity. The typography flowed with subtle glamour, mirroring her journey with grace and strength.

Collaborating with photographer Frank Fieber, we crafted a visual landscape that felt both nostalgic and striking. The documentary’s introduction set the tone with a nostalgic, dreamlike quality, evoking the charm of vintage VHS. Fluoro extended this design into limited-edition merchandise—including posters, VHS tapes, and apparel—transforming Danielle’s story into a tangible experience.

This fusion of storytelling and design elevated Danielle from a celebrated CrossFit athlete to a new icon within the sport, embodying strength, resilience, and individuality that separates R.A.D® athletes from their competitors.