As well as being the UK’s fastest growing martial art, Brazilian Jiu-Jitsu (BJJ) has proved effective in social intervention projects in Brazil and Bali, giving a sense of purpose and community to people from disadvantaged backgrounds.

RISE was created to make BJJ more affordable and accessible, by setting up community programmes to bring the physical and mental health benefits of the sport to more young people and adults. We were briefed to develop the visual identity for this new social enterprise, to strengthen the brand, help increase awareness of their positive impact, and support its work and future growth.

Avoiding the obvious aesthetics of traditional martial arts branding, we took a more welcoming approach to build on RISE’s core values as an approachable and friendly force for good. We created a bespoke, characterful logotype and warm colour palette to form the basis for a highly distinctive visual language that would inject energy and playfulness into all brand touchpoints, from social graphics to posters and merchandise. Through animation we brought to life the principles of BJJ with grappling and tumbling letterforms, further emphasising the sense of movement and positivity associated with the sport.

The dynamic logo and visual identity system captures the energy and ethos of RISE, highlighting their role as a force for social good and elevating their brand presence in communities across the UK.