Giving a small BJJ gym a big brand

The rebranding journey began with multiple discovery sessions with Big Mike. Starting with a brain dump and focusing as we went, key insights began to emerge:

• ‍Adults and kids classes were roughly equal, membership-wise.
• Fun, technical mastery, and personal challenges motivate members, but a strong community kept them coming back.
• The cleanliness of the gym is a major benefit, but it wasn't being communicated clearly.
• The Hero archetype aligns with members' focus on personal development and the Everyman archetype helps to highlight the community element.

The need for simplicity extended to the brand name as well. A-Force BJJ Missouri was a mouthful, so we changed the name to AFMO.

To create a brand identity that was both fresh and familiar, we:

• Preserved Brand DNA: Retained elements from the A-Force branding to honor their legacy while signaling growth.
• Created Responsive Logos: Designed logos that can comfortably live on gis, rashguards, apparel, and anywhere else, large or small.
• Used Merch Strategically: Recognized merchandise as a key revenue stream and loyalty builder, we designed many examples of gear that members would be proud to wear.
• Simplified Messaging: Crafted clear, compelling messaging that resonates with long-time members and prospects.
• Simplified Marketing: Developed a practical marketing plan that Big Mike could implement himself, mindful of time constraints and budget.

The result was a comprehensive brand transformation:

• A distinct identity that reflects AFMO's values of simplicity, resilience, and technical versatility.
• Aesthetics that imply pristine cleanliness and premium experience without explicitly saying it.
• Messaging that highlights fun, community, and commitment to personal development.
• A range of merch designs offering infinite possibilities to boost revenue and brand loyalty.
• Templates in Canva and a strategy for repurposing content puts them on multiple platforms with minimal effort.

This project is still being rolled out, but AFMO is already reaping the benefits of a strategic brand identity:

• Positive Reception: Early feedback from prospects and members is very positive.
• Operational Efficiency: The simple marketing strategy allows Big Mike to efficiently promote the gym without significant additional costs.
• Competitive Edge: The distinct look and fun messaging make it the obvious choice for BJJ enthusiasts in the area.