About the Project
Rebekah Wise is not your average kickboxing gym-owner. In fact, she started her career in the District Attorney’s office fighting for the justice for victims of sex crimes and domestic violence. In her own down time, she found strength and empowerment in kickboxing.
Now, she’s bringing TKO Studios all the badass babes of Campbell, California. When we set out to design her branding, we knew it had to scream “GIRL POWER,” What we were able to create was a brand that embodied what it means to be a Total Knock Out in mind, body and spirit.
step 1: define
TKO Studios is a kickboxing fitness studio whose mission is to empower women through providing high intensity martial arts workouts in a safe and supportive environment. Our members will leave feeling strong, confident, and like they belong to a community of like-minded women in fitness.
“At TKO we believe WOMEN SUPPORT WOMEN. We celebrate diversity. We accept you as you are. We believe women can be intelligent, strong, sexy, kick ass, and successful - all at the same time. We seek to provide a safe and supportive space for you to OWN YOUR POWER. We believe traditional notions of femininity do not define you, YOU DEFINE YOURSELF.
Female, strong, athletic, mid 30s, kind, and helpful to others in class. TKO ideal client Our ideal client is goal driven and hustles in every aspect of her life.
strong, motivated, confident, powerful, athletic, tough, forceful, steady, welcoming
MOODBOARD + COLOR PALETTE:
For the moodboard and color story, we decided to go with a modern neon aesthetic. We wanted to use pink and purple without coming off as soft or too feminine. By balancing the brighter colors with the deep blues, strong lines and neon. the brand feels more…well, punchy for lack of a better pun.
Incorporating the neon also gives the brand space to bring up heavier issues like womens’ personal safety. Choosing photography that shows women in groups supporting each other, whether in a workout or out for a night on the town, we are able to bring TKO beyond just the studio, and begin to create a lifestyle brand around the core values.
STEP 2: DESIGN
Since TKO was the acronym for Total Knock Out, we found that the logo was best represented in capital lettering. The pink boxing glove and the lightning bolts become a motif of the brand and are used throughout TKO’s social media, merchandise and website. The logo is represented in 3 orientations so that it can be consistent no matter where it is shown.
STEP 3: BUILD
It was really important for TKO Brand to have its own icon set. A strong website and social media presence is needed to reach the TKO audience, so designing some line icon illustrations helps to carry the branding from platform to platform. Icon sets also make for great Instagram Story Highlight covers!