Axe Gym

Strategy, Branding & Logo Design

Sport conveys values & emotions. With this in mind, we worked with Peter Böhm, founder of Axe Gym, at the beginning of the process to take a close look at the values that should be conveyed through the brand image. Thai boxing and MMA are not exactly sports that you would sign your own child up for without reservation. However, the Axe Gym is primarily about good sportsmanship, ambition, fairness, team spirit and, last but not least, fun. Despite the supposed toughness of martial arts, the aim is to convey positive impressions and emotions, which the whole team ultimately stands for.

An axe in the logo - at first glance, this may seem a little ironclad, ruthless and merciless. Perhaps a small provocation to all those who attribute excessive brutality to sports. Because ultimately it's more about not behaving "like an axe in the forest". Apart from that, some values can be taken from professional woodcutting: Strength, precision, endurance and being aware of a certain residual risk.

Web design and WordPress website

Based on the branding, a WordPress website was created that reflects all core elements. A protected member area holds additional information for all exercisers. The Axe Gym can maintain and update all content itself through the WordPress content management system.

Offline & Print & Outdoor Advertising

For a local company with a regional catchment area, a target group-specific offline strategy is of course essential. Here, a mixture of print advertising and eye-catching facade design is used.