Fightcraft
Crafting a new era of martial arts
- Brand identity
- Brand guidelines
- Strategy
Fightcraft approached ANML with a vision to become a premier destination for modern martial arts. They needed an identity that felt elevated and built to scale across apparel, signage, and digital experiences. The challenge was to build a modern, minimalist brand that feels fresh and inclusive while avoiding overly aggressive aesthetics.
A comprehensive identity system was crafted for Fightcraft, which included modular logos, patches, customized ranking colors, and typography systems that were able to adapt to real-world brand applications. The design has a fresh take on martial arts, which captures energy, hype, and discipline without appearing too intimidating. Its clean, elevated designs speaks to those inspired by new beginnings and continued growth.
The Fightcraft logo system is built to flex, such as modular marks, dynamic color pairings, and clean typography all able to work together or stand alone. The ranking colors were customized in muted, pastel tones to signify elevation and discipline, while the hand-picked typography blends strength and sleekness. Fightcraft’s logos capture boldness but still inclusive to all audiences and able to scale across large and small sizes.
The identity extended across Fightcraft’s most visible moments, including martial arts gear, studio signage, and social media. The accent colors bring ranking representation onto uniforms and equipment, while the logos stay sharp at every scale. From large graphic patches to small icons on a screen, the system adapts effortlessly without losing clarity or cohesion.
"The ANML team pushed me out of my comfort zone in the best way possible, helping us build a brand that feels bold, strategic, and true to who we are. I’m seriously stoked on the result and even more excited about where we’re headed."
Fightcraft