Abstract
The topic of this bachelor’s thesis is the process of creating and designing the visual style of Crossfit races in the Czech Republic. The theoretical part is focused on corporate identity and the individual aspects that help create it. It further defines a brand as a visual element along with a visual style, through marketing communication focused on social networks. It also includes a definition of the sport and the necessary essentials for holding competitions. The practical part analyzes the organization of Crossfit races using the tools described in the theoretical part, defines their shortcomings and possible ways of their effective solution. It also describes the whole process of creating a new concept of races and its uniform visual style, including complete graphic design and its subsequent application.
Keywords: marketing communication, visual communication, graphic design, media design, CrossFit, sporting event, visual style, brand, social networks