A brand identity shouldn't just be pretty—it needs to fight for attention and customers. We've reworked core assets and vibes to push time-limited offers, group sessions and seasonal promotions.
BOXING IS VIOLENT—
But not in this case. Saint Louis Boxing Club wanted to promote fitness classes and a spirit of teamwork, not competition.
Our brand identity applies a vintage boxing aesthetic to contemporary motivational homilies; a sort of
jab—uppercut combo, if you will.
We also created this system for celebrating trainers and members. It's a design and copy language the boxing club can easily create their own entries for—it's good to empower teammates.
In the spirit of boxing gyms of old, we started with promotional posters celebrating every body type, background and vibe. After all, everyone's welcome in a team.
