Brand Identity
A visual identity shaped by martial arts tradition, Maui and community.
Pacific Jiu Jitsu needed an identity that could feel rooted in martial arts tradition while still belonging unmistakably to Maui.
The project began with a traditional Japanese symbol brought by Penny and Christian. From there, the visual system evolved through typography, color, alternate marks and applications designed to work across the academy, apparel, signage and digital media.
The result is a simple, flexible identity built to hold its character at every scale, from a small patch to a large wall graphic.
Role: Brand Identity, Logo System, Art Direction
Client: Pacific Jiu Jitsu
Year: 2024
Location: Upcountry Maui
• Developed a flexible primary and alternate logo system built around the original symbol.
• Created a visual language that balances martial arts heritage with a contemporary Maui identity.
• Designed the system to work across apparel, signage, print, social media and large-scale applications.
• Established typography and color choices that remain recognizable across different formats and sizes.
• Built an identity that could grow with the academy and the community around it.
