95 Sports
Focus:
Brazilian Jiu-Jitsu Athletes
Scope:
Logo Design · Brand Identity · Website Design
For 95 Sports, a bold and energetic brand focused on Brazilian Jiu-Jitsu athletes, I was responsible for crafting the complete visual identity—from concept to execution. The goal was to create a strong, memorable presence that would resonate with the competitive spirit of the sport while standing out in a saturated athletic market.
Project Steps
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Discovery & Research:
I began with a deep dive into the BJJ community, its visual language, and the values it upholds—discipline, strength, resilience. I also benchmarked other combat sport brands to identify gaps and opportunities.
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Brand Strategy & Concept Development:
Collaborating closely with the client, we aligned on a brand personality that’s bold, intense, and primal. The name 95 Sports pays tribute to a significant year in the founder’s BJJ journey, which I translated into a timeless, grounded aesthetic.
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Logo & Visual Identity:
The centerpiece of the identity is a fierce, stylized gorilla mascot—symbolizing raw power, focus, and dominance. I designed a custom logotype to pair with the mascot, incorporating sharp angles and heavy strokes to convey strength and movement.
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Color Palette & Typography:
I selected a dark, gritty palette with contrasting bold colors (e.g., black, deep red, steel gray) to reflect intensity and high performance. Typography followed a strong, modern sans-serif family for clarity and impact.
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Website Design:
I extended the brand system into a responsive, high-conversion website. The UI emphasizes product highlights, athlete stories, and brand credibility through visual storytelling, clean layouts, and intuitive navigation.