Fiedler's MMA  |  Brand new image packs a punch.

Fiedler's Mixed Martial Arts Center in Mukilteo, Washington knew a storm was coming. The area in which they taught a score of martial arts and fitness programs was already saturated with competitors when programs like the YMCA, and Gold's Gym also began to offer martial arts classes to families and individuals. Feidler's needed to be able to attract people to choose them over other schools or programs.

In our initial research we found that Fiedler's offered a wide variety of programs and had built an organization that encouraged and fostered family togetherness and a "second home" environment. The new brand identity needed to reflect the unity of the organization, the variety of programs, and the energy and vitality they provide to each family and each individual. On top of this it needed to be striking and bold to get noticed among all of the other schools.


We redesigned the logo with a stylized "F" mark that also symbolized a student kicking or punching. The stripes were used to represent many pieces working together to make a whole, and to give bold contrast and easy recognition. We also developed a distinct brand language and brand architecture system to give each program they offered a place within the brand family.