Start
/
Projekte
/
HYROX
graphic design
Web development
HYROX City Collection – Entwicklung eines weltweiten Merchandise-Designsystems
We craft the strategic core of your brand—defining its positioning, values, and purpose. With clear narratives and a focused identity, we build brands that are relevant, credible, and built to last.
A stylized world map made of various small icons in light gray on a black background, with bold white text overlay saying 'TAKE ON THE CITY WEAR THE STORY.' accompanied by a globe icon and a circular icon with different symbols.
Person seen from the back wearing a yellow t-shirt with red text and design, featuring 'HYROX ROME' and an artistic bust made of HYROX icons, along with the words 'ROM ITALY 2026'.
graphic design
Web development
Person seen from the back wearing a yellow t-shirt with red text and design, featuring 'HYROX ROME' and an artistic bust made of HYROX icons, along with the words 'ROM ITALY 2026'.
HYROX City Collection – Entwicklung eines weltweiten Merchandise-Designsystems
100+ Städte. Ein Sport. Und keine Stadt sollte sich gleich anfühlen.

Die HYROX City Collection bringt den Charakter jeder Stadt in die Welt von HYROX. Dafür haben wir ein eigenes Designsystem entwickelt, das lokale Referenzen, Wahrzeichen und visuelle Kultur mit Icons verbindet, die von den einzelnen Stationen des Wettkampfs inspiriert sind.
A stylized world map made of various small icons in light gray on a black background, with bold white text overlay saying 'TAKE ON THE CITY WEAR THE STORY.' accompanied by a globe icon and a circular icon with different symbols.
Black and white photo of a shirtless man with a mustache and tattoos running, with a smart watch on his wrist and stylized white HYROX icons arranged in a circular pattern over his chest.Black and white photo of a shirtless man with a mustache and tattoos running, with a smart watch on his wrist and stylized white HYROX icons arranged in a circular pattern over his chest.

Achtmal laufen. Acht Workout-Stationen. Ein individuelles Icon-System.
One custom icon system.

Für jede der acht Stationen haben wir ein eigenes Icon entwickelt und ein weiteres fürs Laufen. Zusammen bilden diese neun Icons die Grundlage des gesamten visuellen Systems.
Collage of eight fitness workouts: a woman using a SkiErg machine, a woman pushing a weight sled, a man pulling a rope for sled pull, a woman doing burpee broad jumps, a man rowing on a rowing machine, a close-up of a kettlebell for farmers carry, a woman doing sandbag lunges, and two people performing wall balls with a medicine ball.
Die Idee war, unsere HYROX-Icons in stadtspezifische Motive zu übersetzen und so den Charakter jedes Ortes in die visuelle Sprache des Sports zu bringen. Da jedes Jahr über 200 Grafiken benötigt werden, haben wir ein eigenes Tool entwickelt, das das System schnell, flexibel und skalierbar macht.
Three images showing a green four-leaf clover on the left, a black and white stylized four-leaf clover in the center made of the various HYROX Icons, and a close-up detail of the stylized clover on the right with HYROX Icons.Three images showing a green four-leaf clover on the left, a black and white stylized four-leaf clover in the center made of the various HYROX Icons, and a close-up detail of the stylized clover on the right with HYROX Icons.
A digital art portrait of a classical bust featuring a person's profile with curly hair wrapped in a headband, detailed clothing, and a pedestal base, made up of various HYROX icons on a light purple background.A digital art portrait of a classical bust featuring a person's profile with curly hair wrapped in a headband, detailed clothing, and a pedestal base, made up of various HYROX icons on a light purple background.

Das Ergebnis:

Individuelle Kollektionen für Städte auf der ganzen Welt, die jeweils den Charakter des Ortes mit der Sprache des Sports verbinden.
Black background with bold white text stating 'CITY COLLECTION' and 'LIMITED EDITION' surrounded by two icons; below is a list of city names including Sydney, Hangzhou, Delhi, Istanbul, Chengdu, Cape Town, Bangkok, Washington DC, Athens, Beijing, Mumbai, Rome, Madrid, Toronto, Boston, Geneva, Valencia, São Paulo, Dubai, Mexico City, Shanghai, Seoul, Rio de Janeiro, London, Milan, Melbourne, Paris, Vancouver, and Kuala Lumpur among others.List of global cities in white text on a black background, including Sydney, Hangzhou, Delhi, Istanbul, Chengdu, Chiba, Cape Town, Bangkok, Shenzhen, Perth, Washington DC, Tenerife, Athens, Acapulco, Beijing, Maastricht, Mumbai, Salt Lake City, Izmir, Rome, Madrid, Oslo, Bordeaux, Karlsruhe, Toronto, Boston, Geneva, Gdansk, Valencia, Budapest, São Paulo, Dubai, Tampa, Birmingham, Hamburg, Nice, Mexico City, Shanghai, Atlanta, Dublin, Düsseldorf, Barcelona, Denver, Cairo, Seoul, Dallas, Poznan, Rio de Janeiro, Guangzhou, Utrecht, Singapore, Johannesburg, London, Anaheim, Milan, Melbourne, Stockholm, Frankfurt, Nashville, Sanya, Paris, Gent, Helsinki, Vancouver, and Kuala Lumpur.
Die ersten City Collections sind bereits draußen und viele weitere folgen.
realization
Client
HYROX World
Discipline
Graphic Design & Web Development
Services
Creative Direction, Graphic Design, Merchandise Design, Custom Design Tool
collaborators
Julia Perkhöfer (Naming)
Timeline
2026
La fin
Mail
contact@studiotulu.com
linkedin
studiotulu
Phone
(+49) 157 388 292 85
Instagram
@studiotulu
Impressum
Datenschutz
Imprint
Data Policy