Rizze: design para a reconfiguração da imagem do crossfit e acolhimento ao público iniciante

Abstract

This Final Graduation Project presents the development of an integrated design solution aimed at welcoming beginner athletes in CrossFit, seeking to demystify the modality and reduce the physical, emotional, and communicational barriers present in the initial stages of contact with this practice. The research identified that the traditional Olympic barbell is the piece of equipment that generates the greatest insecurity among beginners due to both visual and technical factors, which motivated its redesign as the main product of the project. The solution was structured based on methodologies from product design, service design, and visual identity, including Bernard Löbach's approach for product development, the Service Design Thinking framework (Stickdorn and Schneider, 2010) for experience construction, and Ellen Lupton's principles for brand and communication design. The results include the creation of the Rizze brand, a visual identity that communicates warmth and support, a complete service designed to guide beginners, supporting materials, a complementary mobile application, and the beginner-friendly barbell, developed to increase acceptance among new users while enhancing safety and technical progression. Together, these deliverables form a coherent, replicable, and user-centered system capable of transforming the journey of those starting CrossFit, fostering confidence, belonging, and continuity. [resumo fornecido pelo autor]