Brand Identity & Apparel — Sports & Fitness
Built for the mat.
Built for life.
Brand Strategy & Visual Identity System
Brand Identity & Apparel — Sports & Fitness
Brand Strategy & Visual Identity System
The Challenge
The challenge was to create a visual identity for a Jiu Jitsu academy that could live beyond the sport. Growth BJJ needed a brand that balanced discipline and performance with community and lifestyle — avoiding the clichés of fight culture while staying authentic to what the academy actually represents.
Logo System
Brand System
The Approach
The identity had to work consistently across physical spaces, apparel and everyday touchpoints inside the academy. The solution is a cohesive visual system built around a confident typographic structure, a bold colour palette and logo architecture that scales from mat signage to merchandise. Designed to appeal not just to practitioners, but to families, newcomers and long-term members.
In Space
The Result
A versatile brand presence that functions seamlessly across real-world environments — reinforcing credibility, belonging and consistency across both sport and lifestyle contexts.
Brand strategy — logo design — visual identity system — colour palette — typography — interior and exterior signage — brand applications
Apparel Design
Apparel is where a gym brand becomes a lifestyle brand. These pieces were designed for Flowhouse Brazilian Jiu Jitsu — a BJJ academy and lifestyle brand based in Florida, USA — extending the brand beyond the academy walls into the everyday life of its members.
Designed for Flowhouse Brazilian Jiu Jitsu — Florida, USA
Hoodies
T-Shirts
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