Boxing club based in Japan
Ishikawa is a boxing club based in Japan. At Ishikawa, we value hard work and discipline. But, they also didn't want to be seen as the typical local boxing club. They wanted to spread a different look and feel.
Me and Ishikawa teamed up to build a strategy global direction and create the whole visual look and feel of the brand following that strategy.
Objectives
The main objective was to differentiate the brand from other boxing clubs by achieving a fresh, modern and unique visual identity and making boxing a more approachable discipline and highlighting its benefits for everyone to be seen in their daily life.
Hard work & discipline should be part of our daily lives but without being crushed below the pressure of failing. Ishikawa helps find this balance between pushing yourself to do better without demotivating you.
One of the hidden objectives of the brand was also to attract more women into fight
sports.
Strategy
Step 1 - Target audience
The very first step of the strategy in order to differentiate Ishikawa from other boxing clubs was to redefine the target audience.
It initially was a very broad target audience because they wanted to attract everyone with the idea that boxing is open to everyone. However, to have a more objective-oriented visual identity & strategy, we decided to pivot into focusing on the younger generation.
We believe they’re the starting point to convince other generations to try their lifestyle, and this would allow Ishikawa to reach their main mission, show that anyone can box and enter the hard-working lifestyle.
Step 2 - Visual identity
The second step of the strategy was to build a visual identity that would be relevant to the new target audience with keeping in mind the bigger & hidden objectives.
Brand keywords
Energetic • Punchy • Disciplined • Organized • Simple
