Flyweight
DEsign
Gloves Up!
Flyweight is a group boxing studio located in Bonifacio Global City, Taguig that combines traditional boxing techniques, boxing bag routines, body weight exercises and music that creates a holistic full-body experience. It’s a studio that allows you to find your progression, develop your fitness all while improving technique, power, speed and endurance.
Our team reimagined Flyweight’s identity into one that pays homage to the golden era of boxing. We transformed their identity into a timeless brand that fosters a friendly, and uplifting experience through boxing and fitness.
The Identity
In creating brand identity, our team chose a condensed, sans serif logotype as the key visual.
A custom typography was employed to best communicate the timelessness and holistic aspect of the brand personality.
Typography
Our team used a sans serif typeface to resemble the classic boxing genre typefaces and logos. We also utilized block typography that resembled golden ratios, to give the brand a stable, modern and progressive look.
Color
We emphasized the use of white over dark, along with the introduction of other engaging accent colors. We aimed to visually reflect Flyweight’s effort to engage a much larger community through their fun engaging social-fitness programs.
Image Treatment
Our team utilized a conventional black and white imagery to elevate the branding and to communicate Flyweight’s greater narratives. By capturing the right subject matter, we were able to showcase the brand’s values of inclusivity and identity empowerment.
Gym
Using the newly invigorated branding, we applied our custom typography across many equipment inside the facility. Notably, the boxing bags bear the same clean and strong type as the logo we have made.
Boxing Gloves
Boxing Gloves were also created in line with Flyweight’s new look and identity. The gloves took visual inspiration from Mixed Martial Arts to further strengthen brand equity.
