Classic Kickboxing

Motion Identity

AfterEffects
Photoshop
InDesign
Illustrator

Classic Kickboxing is an indie kickboxing gym located in the heart of Pasadena, California that has the mission to invite people of all experience levels to train and learn authentic fighter’s training routines to meet their fitness goals.

My rebrand strategy repositions the Classic Kickboxing gym as a place where individuals experience a transformative process of becoming a stronger and better person, body and mind. The copywriting in this project serves to motivate and inspire those who are training at the gym to become the strongest version of themselves.

The logo form references an aerial view of a boxing ring, but is curved inward on two sides. This coexistence of straight edges and shaped edges symbolizes the process of being inactive to becoming active when people come work out in this gym. In addition, the animation for the logo builds off of this idea, where the different kickboxing poses are "transforming" into one another, further emphasizing the transformative impact of this gym.

The graphic icon system and tagline illustrate the energy of the kicks and punches of kickboxers as a visual language. The iconography forms are derived from the logo. The tagline is “punchy” and gets straight to the point about the attitude one should approach training.

The color palette is comprised of the primary colors to reinforce the core and foundational health benefits from kickboxing.

The poster series serve as a motivational reminder for the individuals working out in this gym to train their hardest and pursue strength, as seen in the copy and kickboxing figures.

Through it’s digital presence, users are able to engage with the training videos and sign up for classes wherever they are located.

The motivational tagline is emphasized as a mural in the gym to act as a force of strength and reminder to be strong and keep going.