—BEL AIR JIU JITSU
Martial Arts on a Mission
Coach Alexandre had created a first-of-its-kind Jiu Jitsu program for neurodiverse youth in Chicago. Looking to help more students, he was ready to open his own gym in Chicago’s Lincoln Park.
01
BRAND STORY
The Bel Air brand began with the challenge of incorporating some iconic elements from the original brand—particularly a panda mascot and yin/yang symbol.
02
THE LOGO
We started first by integrating the yin-yang geometry into the iconic panda logomark, sub-monogram and logotype.
03
DESIGN ELEMENTS
The yin-yang concept was an important idea for Coach Alex as he believe that his programs can help his students achieve balance—both physically and mentally. We brought that dichotomous element to life graphically with a gridded pattern that can be used as a wall mural and customized to various Chicago neighborhoods as the gym expands to different locations.
The color palette built off the original brand’s based of cool blues, but brought it more neutrals and neurodiverse-friendly hues.
Clean, rounded humanist typefaces complement the curves of the logo and convey a modern, professional look.
04
BRAND VOICE
The Bel Air gym would be more than a gym. It was a gym on a mission. While Alex would be expanding his classes to include traditional martial arts classes, a percentage of his membership dues would go back into his program for neurodiverse youth. The brand would need to help Alex tell this unique story across his website and social media.
05
BRAND ACTIVATION
With Alex being able to develop and program his own website, he opted for copywriting and recommendations to bring his current site into brand and help communicate how Bel Air was now evolving and expanding its reach to new audiences.
“Like one mom said, "I thought your current logo was nice and clean until I saw the new one". Another mom mentioned how great the panda is for her son to build confidence. I had so much great feedback.
I think, one of the biggest pleasure working with Ash was her ability to put herself in her client's shoes, connect with our mission and ideate very intelligently toward impactful initiatives. Talking to her give me, and surely others, wings since we feel very confident that she gets it and cares for what we do. Very few people can do that and provide such valuable service. Glad I reached out.”
—ALEXANDRE TRUONG
Founder of Bel Air Jiu Jitsu