Nestled within Houston's heart, Twin Oaks Aikido stands as a martial arts haven unlike any other. Fueled by an unwavering passion, its dedicated Aikidokas, a community rich of experienced black belts, have embraced the art as a lifelong journey. When the echoes of Covid led their former dojo to shutter its doors, a resilient spirit took root, guiding them to the sheltering embrace of Houston's scenic parks, where they've forged their sanctuary under the guardianship of the majestic wild oaks that grace the landscape. Thus emerged Twin Oaks Aikido, a testament to their unyielding commitment and the enduring spirit of the art.

Design Concept

Being an Aikidoka myself, the connection to this passionate group was deeply personal, urging me to craft a brand identity for this nascent school that would resonate with its storied history and unwavering dedication. The logo, almost a manifestation of its own, materialized seamlessly. While we explored diverse design concepts intertwining oak tree elements like leaves, acorns, and Aikido symbols, the oak tree stood alone as the emblem of the school's legacy. Infused with dynamism and a nod to a signature Aikido technique, the Combat Oak insignia was born.

With versatility in mind, the final design was meticulously tailored to various applications, whether as an embroidered patch for the Gi uniforms, a monochromatic rendition for caps, or a screen-printable version for tees and other merchandise.

Brand Strategy & Workshop

Like in many of my branding undertakings, I immerse myself deeply in the origins of concepts to initiate the design journey. Grasping the purpose, the fundamental WHY, stands as a pivotal component of my exploratory procedure. This is closely followed by delineating the value proposition and the organizational vision. After several cycles of refining and engaging in a brand discovery workshop, we ultimately arrived at a visual design that garnered unanimous approval.

The collective exercise played a pivotal role, given the cohesion within this tightly-knit group. We meticulously crafted the school's mission and vision statements, pinpointed their value proposition, and honed the school's positioning statement, resulting in a robust brand strategy poised for future expansion.

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