Brand evolution from scattered collateral to cohesive visual system. Tightening the black + orange identity while introducing spiritual content pillars for the modern martial arts academy.
Client
Francis JiuJitsu
Industry
Martial Arts Academy
Scope
Brand Refresh + Templates
Deliverables
8+ Assets
Timetable Suite Visual
The Challenge
Francis JiuJitsu had a strong foundation: bold black and vibrant orange, reflecting the intensity and discipline of Brazilian Jiu-Jitsu. But over time, the brand had drifted.
Different materials featured different colour treatments. The timetable had evolved into a rainbow of class-type colours. A kids' flyer had introduced teal. The owner's personal interest in spirituality and self-improvement wasn't reflected anywhere in the brand.
The result? A visual identity that felt fragmented rather than intentional.
Through conversations with the owner, I discovered an untapped dimension: a genuine interest in the spiritual and philosophical aspects of martial arts. The self-improvement journey. The discipline. The mental transformation.
"JiuJitsu isn't just fighting. It's a path. I want people to see that when they walk in."
Francis, Academy Owner
The Solution
Rather than a complete rebrand, I evolved the existing identity into a more sophisticated system with two distinct content pillars unified by the core black + orange palette.
High-contrast, bold promotional content. Striking orange on black. Used for class announcements, event promos, and timetables.
Softer, gradient-based aesthetic for philosophical content. Quotes, mindset posts, and journey-focused messaging.
The rainbow timetable was replaced with a monochromatic system using class type indicators rather than colour coding. Clean, scannable, and unmistakably FJJ.
Print A4
High-contrast black
Digital
Website embed
IG Post
1080x1080
IG Story
1080x1920
Deliverables
Deep Black
#1A1A1A
FJJ Orange
#FF6B35
Aura Gradient
Spiritual content
Pure White
#FFFFFF
Key Takeaways
The brand had equity in black + orange. Rather than throwing it away, we refined and systematised what already worked.
Two distinct visual styles (Bold + Aura) within one system gives the brand range without chaos. Different moods, same identity.
Discovering the spiritual dimension unlocked a whole content pillar. The brand now reflects who the owner actually is, not just what the business does.
Start your project
Whether your brand has drifted over time or you're building from scratch, I can help create a visual system that works across every touchpoint.