Hammerfist Fight Club : Visual Identity & Brand Communication

Hammerfist Fight Club : Visual Identity & Brand Communication

Client : Hammerfist Fight Club is a martial art gym based in Malaysia that embodies the spirit of a “home of future champions” through its commitment to honor the philosophy of martial arts.

Issue : The brand current identity does not bring out the energy of the martial art as well as does not communicate and hardly identified as martial art. A visually unappealing or outdated brand design make the brand appear unprofessional and less credible.

Target Audiences : Young adult with the age of 16-35, have strong desire to compete in tournaments and also a martial art fitness enthusiast.

Click here to see Logo Animation

Environment : Exterior : Main Sign
Hammerfist Fight Club is proposed to expand their business to bustling urban area, like Bukit Bintang, to attract more target audiences. Utilizing a transparent large windows on its exterior is to showcase the martial art action inside. This approach will make the gym appear more welcoming and dynamic, encouraging people to take a closer look.

Moving the gym to second and third floor will be more cost-effective in busy city area. Moreover, higher floors provide a natural barrier to street noises. This is important for a martial art gym like Hammerfist, where minimizing distractions are crucial.

Using an expanded wire on its exterior not only adds a modern and industrial touch but also powerful symbol of the energetic community within Hammerfist Fight Club. The logo is placed on the top right with light membrane sticker that’s surrounded with LED lights, while the logotype is placed with LED sign board.

On the night time, the LED lights behind the logo and LED sign board of the logotype will be turned on, ensuring that Hammerfist remains visible. Lights inside the gyms are even more visible in night time, making the brand is easily noticed even in crowded or competitive environments.

Environment : Exterior : Secondary Sign
The gym’s angled entrance staircase door has been made from container material texture and completed with bright red color. These give more strength, durability and industrial to the Hammerfist’s brand identity. The anti slip nosing of the stairs and the handles as well are painted with glow in the dark bright red colour. Behind of the handles is the LED lights that will lights up following the trails to show dynamism.

On the night time, the glow-in-the-dark paint of the nosing and handles are shining due to the darkness, and the LED lights behind the stairs’ handles will light up to illuminate the way with a subtle yet powerful light, revealing the contours of the path ahead.

Click here to see animation

Environment : Interior : Wayfinding Signs 
The wayfinding signs follow the same expanded wire and supporting graphics used throughout Hammerfist with steel material. This combination not only reinforces our brand identity but also ensures a powerful and disciplined aesthetic. Pictograms strategically placed on the signs serve as visual cues that can be easily recognized from a distance.

Environment : Interior : Classes and Timetable
The timetable hang mounted board is crafted with Hammerfist’s environmental graphic shapes in red steel material. A clear hierarchy on the board ensures that information is easy to digest, helping people quickly locate their desired class and times for the week. The use of clips also offers versatility. Modules can be easily updated, ensuring that the timetable remains current and adaptable to any schedule changes.

It is placed on the lounge area where it offers accessibility for everyone to see.

Environment : Interior : Coach Awards
The display is designed with embedded LED lights surrounding the outer box frame to make the award stand out in the gym environment. The design incorporates a clear hierarchy featuring coach’s name, achievements and the year’s to enhance readability. A barcode is placed into the design to provide real-time updates on the coach’s latest achievements.

Environment : Interior : Environment Graphics
These poster series are crafted with Hammerfist corporate style in more street urban and brave approach to appeal more younger audiences. It also reflects the lively spirit of the club’s community. Each poster can convey motivation and the essence of MMA, which can be strategically placed both inside the gym to inspire members and outdoors to attract new members to join.

Digital Media : Event / Instagram Post
Introducing Spar-A-Thon, an exclusive event from Hammerfist for their members. Guided by the experienced coach, Hammerfist will held sparring event monthly to teach and prepare their members simulation of real fight world. The fighters can invite their friend come to see their performances and journey in martial art.

Digital Media : Website
The art direction was created to follow the urban street style like other digital medias to attract more younger audiences. The supporting graphics and brand typeface are also corporate in the website to make it consistent. The website visuals and style will make Hammerfist appear more dynamic, energetic martial art gym.

Clothing Design : Name Tag
The tags are constructed with dual layers, which is fluorescent acrylic card on front and plastic card on behind. The fluorescent acrylic card shapes are crafted using Hammerfist’s brand mnemonic. Using different colors for coaches and staff aids in quick visual identification, where coach used red because it’ll appear more energetic and white for staff. On behind have a barcode for attendance tracking.

Clothing Design : Gears / Starter Kit
Hammerfist will provide a starter kit design contained of martial art’s necessities such as gi uniform, punching gloves, tumbler packed together in string bags. It also uses dynamic and motivational typography layouts enhances the overall design.