Jungle Gym is Duluth's first 24/7, 365 days a year boxing gym. They made that choice because they didn't want people to turn away from boxing and martial arts just because a gym's hours don't align with their schedule. Jungle Gym has two main programs: Jungle Gym Academy and Jungle Gym MMA. Jungle Gym Academy is designed for competitive boxes of all ages, no matter your experience. While Jungle Gym MMA give members a solid foundation of Mixed Martial Arts fundamentals (think wrestling, kickboxing, Jiu-Jitsu, etc.)

The Challenge

Jungle Gym's two programs vary significantly, so the business wanted a way to distinguish between the two. They wanted to keep the two tracks under the main Jungle Gym name but they also wanted each to be able to stand on their own as well. Especially as they each are tailored for pretty different audiences. So to sum up the challenge; how do we create a cohesive brand system for a business with different offerings.

The Solution

A lot of our design work focuses on simplifying things where we can. For Jungle Gym, we didn't need to create a whole new overarching brand or majorly shake things up. Instead we chose to build off the visuals Jungle Gym was already known for and that their audience recognized. We took Jungle Gym's logo and. built two variations, one for the boxing program and one for the MMA program. Now, even though these are two different logos, they follow the same stylistic patterns of the existing logo. Furthermore, they were designed to coincide with each other very nicely.The main distinction between the two logos is the featured animal that was chosen to represent each program. A strong, roaring lion for the boxing program and a quick, sleek panther for the MMA program. During the creation of these, we also built numerous variations (horizontal, stacked, just the wordmark, just the animal, various colors, etc.) That way, the Gym will have what version they need going forward so they're never having to try to fit a square logo in a round hole.

Brand System

Creating a seamless brand system for our clients is certainly a challenge, but that's what we're here for! We help create an intuitive rubric so you can bring special notice to a department within your business without watering down the overall brand. It can be a tricky tightrope walk, but we're here to walk you through it if you'd like to talk through how a brand system may be beneficial for your business.