UNDEFEATED ATHLETIC CLUB
IDENTITY DESIGN
PHYSICAL FITNESS PROGRAM
As a parent brand, Undefeated Athletic Club will grow to house a number of sub-brands. The identity of the parent brand must provide an aesthetic foundation for sub-brands, and independence for those brands to thrive in an inclusive brand ecosystem. As an exercise in brand DNA, we explored roots and branches of the Undefeated Athletic Club’s mission, to derive a set of brand pillars that may shape a larger aesthetic with the potential to organically expand and evolve. These pillars resonate with and anchor themselves to an individual’s wellness journey. Whether their exploration is only just beginning or if it has developed substantial progress, one or more of these concepts will promise reason and understanding on their path.
Following the establishment of these pillars, we conduct a formal exercise in abstract image-making. This process is the first step in developing a vernacular and gestural language for depicting the brand. With the Undefeated Athletic Club's roster of sub-brands unfolding at unspecified frequency, the UAFTC and Jiu Jitsu sub-brands are currently active, while the remaining divisions are forthcoming.
Following the establishment of these pillars, we conduct a formal exercise in abstract image-making. This process is the first step in developing a vernacular and gestural language for depicting the brand. With the Undefeated Athletic Club's roster of sub-brands unfolding at unspecified frequency, the UAFTC and Jiu Jitsu sub-brands are currently active, while the remaining divisions are forthcoming.