Creating a knock-out visual identity.
When a group of entrepreneurs shared the vision of launching Arlington’s first boxing-inspired fitness concept, they knew a fast-growing obsession with boutique fitness—plus a flagship location in the nation’s most active community—would be key to cultivating a loyal tribe. But the explosive growth of studios like Soul Cycle and PureBarre also meant that any newcomer to the scene would face fierce competition. After a creative process that spanned brand strategy, naming, visual identity, and a website launch, BASH made a grand entrance that’s as distinct and disruptive as the workout itself.
Scope:
Brand strategy
Naming
Visual identity
UX
Video
Hear from the CEO and founder.
Responsive component library.
Early wireframe designs.
Inclusive, Empowering. Community focused.
Tyson. Ali. Mayweather. All legends, but not exactly relatable. Since our research showed that many urbanites would be largely new to boxing, we stripped away some of the sport’s inherent roughness to position the brand as inclusive, empowering, and community-focused. The new name, logo, and visual identity encapsulate not only the physical motion of hitting a bag, but the mental thrill of embracing a fun, healthy lifestyle.
