Tribe Boxing, a boxing academy in NE Portland, approached me to for help in reshaping their identity as they scaled up their small company. They were looking to have a brand with a very distinct presence, a brand that spoke to the unique approach and class offerings that they had put together. In other words, a brand that was altogether badass.
To accomplish this, I first pored over thousands of vintage boxing photos, looking for those that best captured the seance of Tribe. Then, I chose a raw, intense color palette – black, white and red and paired that with a unique logo and typography design, based around the Portland skyline.
Working closely with the founders, I developed an identity that spoke directly to the Tribe Boxing's links to the city of Portland, to an older, more raw and more brutal version of boxing and to their own staff and to their customer base.