UNA BJJ: Building a Brand with Purpose and Power
Project Overview
UNA BJJ is a Brazilian Jiu-Jitsu academy based in Queens, NY, committed to building a strong, inclusive community through martial arts. I partnered with the founders to create a complete brand identity that would reflect their core values: unity, discipline, and resilience—while standing out in a highly visual, competitive space.
The Challenge
As a new academy entering a saturated market, UNA BJJ needed more than just a logo—it needed a full identity that communicated professionalism, cultural roots, and a sense of belonging. The brand had to feel strong and modern, while staying authentic to the essence of Brazilian Jiu-Jitsu.
The Strategy
We began by grounding the visual identity in the meaning behind “UNA” (which translates to “unite” in several languages). This concept inspired a visual system that blended traditional martial arts symbolism with modern, minimalist design—designed to resonate with everyone from white belts to black belts.
Creative Execution
I developed a full-scale brand system, including:
Primary & Secondary Logos – A bold yet clean design that works across digital and physical applications
Typography & Color Palette – A modern blend of strength and simplicity
Uniform Patches & Gear Design – Custom elements for gis, rash guards, and academy apparel
Print Collateral – Flyers, business cards, and promotional banners
Social Media Templates – Branded, easy-to-edit assets for class updates and announcements
Environmental Branding – Wall graphics, signage, and large-format visuals that define the space
Results & Impact
The UNA brand has become a recognizable mark in the local martial arts community—helping drive student enrollment and create a strong sense of identity among team members. Branded materials and digital consistency contributed to a successful launch and sustained growth through word-of-mouth and social media.
“The branding brought our vision to life—it gave us a real presence and something our students are proud to wear and represent.”
— Head Instructor, UNA BJJ
Project Scope
Role: Brand Designer, Creative Director
Deliverables: Logo System, Print Design, Merchandise, Social Media, Environmental Graphics
Video Production
I had the opportunity to work with Una Brazilian Jiu-Jitsu on their video production, helping to capture the essence of their academy through engaging and high-quality content. From promotional videos that highlight the academy’s culture and values to dynamic training footage and event coverage, I focused on creating visually compelling narratives that resonate with both current and potential students. The goal was to bring Una’s community to life on screen, showcasing their dedication, skill, and passion for Brazilian Jiu-Jitsu. The result is a collection of videos that not only amplify their brand but also strengthen the connection between Una and its audience.
