Client

Åsundens Kampsportsklubb is a non-profit association, they offer martial art training for members at their facilities in Gällstad. A small town in Västra Götaland County, a rural part of south west Sweden located next to the lake Åsunden.

Their main focus within martial arts is Submission wrestling, an activity with the aim of obtaining submission on the ground through grappling.

Problem

As a new organization, they lack both identity and customers. But they did have a general idea on who this was best suited for, this focus group contains anyone from kids and young adults to seniors.

The goal was to create an entry-level atmosphere where all genders are welcome, the challenge is to master yourself and keep any interaction close to one self and the ground.

The geographical location and sparsely built area, combined with limited marketing budget can be a bit challenging. But social media helps bridging some of the gap fairly cheaply, combined with classic word of mouth and some printed media.

Solution

An Identity that reflects and signalizes core values like; Defense, Strength, Unity, Strategy and Flexibility.

The logotype itself is a monogram that takes shape from a triangle, a symbol that communicates both stability and warning. One of the most famous moves is called a Double Wrist Lock, and when seen from a far this grapple takes the shape of a triangle and gives the performer control over the situation/match.

From the name I used a simplified version of the first letter, a Swedish “Å” as the base and a shell for the monogram. Then centered the mirroring K’s in the middle, back to back.

For the logotype an alarming deep red colour was choosen, in marketing material the decision was to use grayscale imagery with motions to enhance the violent character of the sport.

The identity was to be used on both online and outdoor campaign material, and to boost unity there were also some merch designs that would keep spirits high on fight tournaments.

Client

Åsundens Kampsportsklubb

Roles

- Art Direction
- Graphic Design
- Marketing

Outcome

Identity, Marketing & Merchandise.

Year

2020