FIGHTMAN – quanyiwang

FIGHTMAN boxing gym rebranding

4-week project

2020 Spring

#boxing

#branding

#illustratordrawing

Brief

FIGHTMAN is a boxing gym located in Shanghai, China. It was my second home in Shanghai where I got lots of warmth and happiness. In this personal project, I rebranded FIGHTMAN to continue our story and spread the positive energy I gained here to more people.

A story about my love

and passion for boxing.

Hi, I’m Quanyi.

May 2019

I went to Shanghai for an internship.

The buildings on the Bund are always bright.

The subway is always busy.

I felt so tiny in this gorgeous city.

My life became

an endless loop,

repeating between

home and work.

I was gaining fat

on my tummy.

That made me sad.

I felt like a robot,

living the same life every day.

That made me sad.

I felt it was time

for a change.

I found a boxing gym

called FIGHTMAN.

It was just 10 mins

walk from my home.

I’ll give it a try.

Why not?

The building was hidden in the bush.

Thanks to the colorful boxing bandages

on the window and the shouts,

I finally found the entrance of this

boxing gym after getting lost 3 times.

Even though

the first impression

of this place was emm …

not that good,

I met great people here.

And with boxing,

I can feel the heartbeat

of life again.

This is my story with FIGHTMAN.

And the story continues …

Theme

FIGHTMAN Boxing Gym

Design Goals

Feel the fun, warmth, and energy of FIGHTMAN family

Market Analysis

New Brand Identity + products

Current Branding

Why Rebrand?

Logo

Red and blue is the typical color of boxing. The logo emphasizes the sense of power and movement of boxing, making it easy to be recognized as a sports place. This logo makes FIGHTMAN just another boxing gym.

Slogan

“All because of passion”

The use of calligraphy shows passion and makes a connection to the punching movement. The logo here also changed to calligraphy. The existing branding doesn’t have a consistent style and emphasizes the power too much, giving FIGHTMAN an aggressive and stereotyped imagery.

Key Brand Attributes

What makes FIGHTMAN different

Dedicated

FIGHTMAN has professional coaches and active boxing athletes. FIGHTMAN provides a distraction-free environment where people can focus on improving skills and the joy of burning energy.

Energetic

FIGHTMAN is an energetic and refreshing place where people can jump, run, punching the bags freely. Let’s wrap up the day with a 90 mins boxing class at FIGHTMAN.

Sense of Belonging

Friendly coaches and cute pets here make this place just as cozy as home. FIGHTMAN is always there if you need a place to go after work no matter whether it is Monday or Friday night.