Baby Bull Boxing
Brand Identity, Environmental Graphics, Marketing Collateral, Signage, Space Design, Website Design
Fig. 1 The Baby Bull Boxing logo utilizes bold, wood-type inspired form to convey the high impact nature of what they do
In brief
Home of four time World Champion Juan Diaz and #1 Team USA boxer, Virgina Fuchs—Baby Bull Boxing offers professional level training for fitness enthusiasts, amateur, and professional fighters. With a gritty, no-nonsense work ethic and a community of supportive and motivating trainers, Baby Bull Boxing was opening their first gym targeted to the general public and needed a brand identity that matched their ethos along with assistance in transforming a nondescript warehouse into an involving client experience.
Scope of work
- Logo and visual identity system
- Web
- Space design
- Environmental graphics
- Messaging
- Signage
Fig. 2 American boxing legend Jack Dempsey mock punching Harry Houdini
Welcome to Team Hard Work.
Boxing has a long history and deep roots in American tradition and mythology. One of Baby Bull Boxing’s key objectives was to carry on this tradition, but look forward, rather than backward, to what a modern interpretation of a boxing gym could be.
We tied directly into this establishment when creating Baby Bull Boxing’s visual identity system. We sought out modern, high impact, and athletic inspired typefaces and coupled them with an Americana color scheme and a visible call out to letterpress printing. A secondary pattern was created using verbs and adjectives that when paired, could be both aspirational and describe the core objectives of Baby Bull Boxing’s training. For example—fight harder or move faster.
These visuals were continued through Baby Bull Boxing’s web site which functions via several platforms. The main content pages are developed utilizing WordPress with the storefront portions being hosted on a customized, and identically styled Shopify install. Class registrations are directed to MindBody which provides a comprehensive solution for all gym management functions.
Baby Bull Boxing’s space posed a unique challenge. They were able to obtain a raw warehouse space in a favorable location but were unwilling to make a large investment in renovations as they saw it as a temporary stepping stone to larger aspirations. Unfortunately, the nondescript building seemed to present a challenge to their hopes to provide an experience which, while gritty and character filled, was more refined than that of a typical boxing gym. Our solution was to drywall, float, and tape the interior space to the ten foot mark and wrap the entirety in custom printed vinyl.
We obtained images of Juan Diaz and Ginny Fuchs from Baby Bull’s archive, printed them, tore them apart, and collaged them back together to use as a component in the wallpaper. Interspersed with panels of color and the text pattern, the vinyl wrap provides a graphic, gritty, and motivating back drop for aspiring warriors.
Results
Baby Bull Boxing has rapidly exceeded expectations. In their first year of business they are in the desirable position of selling out classes and frequently reordering new runs of merchandise. Engagement with the brand is high and due to its success, Baby Bull Boxing is creating plans for future opportunities.