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Project Description
Client Overview
Beautifully Savage Boxing Gym, based in Fort Collins, CO, offers a unique blend of boxing, kickboxing, and fitness classes. Known for its intense, transformative approach to fitness, the gym emphasizes not just physicality but a gritty, no-nonsense mindset rooted in pride, culture, and integrity. The founder, a lover of hip hop and raw grit, sought a rebrand to better reflect this ethos while maintaining a professional and welcoming environment for all fitness levels.
Project Goals
- Create a Unique Brand Identity
- Incorporate the founder’s love for hip hop and grit.
- Reflect the gym’s core values: discipline, respect, and the “pride mentality.”
- Balance ruggedness with professionalism to attract a broader audience.
- Develop Taglines and Messaging
- Introduce bold, culture-driven taglines such as:
- “All Roar. All Bite.”
- “Pride Mentality.”
- Retain legacy phrases like “Savage AF” and “We Box.”
- Introduce bold, culture-driven taglines such as:
- Design Visual Assets
- A fresh logo, color palette, and typography.
- Gym signage, merchandise, and digital media assets.
- Launch New Campaigns
- Engage the local fitness community.
- Showcase the rebrand through social media, events, and print.
Rebranding Strategy
- Brand Identity Development
We positioned Beautifully Savage as a sanctuary for those who live and breathe the grind. Drawing from hip hop culture, we focused on rugged textures, bold typography, and powerful imagery to reflect the gym’s ethos:
- Logo Design: The new logo combines a sleek lion’s head—symbolizing pride and dominance—with jagged teeth edges to convey grit and raw energy.
- Color Palette: Black, Gold and White
- Typography: Stencil and Graffiti driven fonts
- Taglines & Messaging
We crafted bold taglines that resonate with Beautifully Savage’s mission:
- “All Roar. All Bite.” — Reflecting the intensity and passion of the gym experience. A play on the saying “All bark, No Bite”
- “Pride Mentality.” — A nod to the lion’s pride and the communal strength of its members.
- “Savage AF.” — Retaining the gym’s unapologetic, authentic voice.
- “We Box.” — A simple yet powerful declaration.
We also infused the website and social media copy with a raw, gritty tone to embody the gym’s no-nonsense attitude:
THE DEN: “We’re here to teach. You’re here to commit and learn. Mindset is everything. On time? You’re late. In early? That’s more like it. Respect the den, and you respect the pride. Anything less we leave to the wildebeests. And those… we hunt and eat.”
- Visual Design Execution
We extended the visual identity into all touchpoints:
- Gym Space:
- Custom murals and posters featuring a mix of lions and boxing motifs.
- Black and Gold accents throughout the gym equipment and walls.
- Merchandise:
- Hoodies, t-shirts, and gloves with the updated logo and taglines.
- Social Media:
- Instagram stories showcasing workout tips, “pride mentality” moments, and member highlights.
- Reels set to hip hop beats, capturing the intensity of sessions.
- Community Engagement
- Launch Event: “Pride Mentality Day” with live boxing demonstrations, DJ performances, and exclusive merchandise.
- Social Media Campaign: #AllRoarAllBite—members shared their transformation stories, building a sense of community pride.
- Partnerships: Collaborated with local hip hop artists and influencers to amplify the brand’s culture-driven identity.
Conclusion
Through a carefully curated rebranding effort, Luxpiration helped Beautifully Savage evolve into a gritty, hip hop-infused fitness sanctuary that stays true to its roots while reaching new heights. The fusion of culture, professionalism, and rugged authenticity has set the gym apart, ensuring its place as a leader in the fitness space.