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Jiu Jitsu is easy

Roger Gracie Academy

Services

Branding, Corporate ID, Graphic Design, Website, Social Media, Ad Campaign

Industries

Sports

Office

USA

01 — Brazilian Jiu Jitsu self defense

Roger Gracie Academy Branding

Roger Gracie is one of the greatest Jiu Jitsu competitors to have ever stepped on a mat. A 10x Black Belt World Champion and a multiple MMA champion, Roger is one of the most decorated fighters of the modern era, and a member of the International Brazilian Jiu Jitsu Federation (IBJJF) Hall of Fame.

Design Or Die was tasked with branding Roger Gracie's first Academy in America, located in Frisco, Texas, from the ground up. This included designing the Academy itself, the interior design, corporate identity, website, social media content, advertising, apparel, and merchandise.

The main design objective was to achieve visual continuity across all touchpoints—from the Academy to the website and social channels—for a consistent and seamless brand experience.

Roger Gracie Academy — Roger Gracie Academy Branding (1)

Roger Gracie Academy — Roger Gracie Academy Branding (2)

Roger Gracie Academy — Roger Gracie Academy Branding (3)

02 — The dojo

An immaculate training experience

Design Or Die provided strategic advice to Roger Gracie Academy that elevated the overall training and spectator experience by recommending the construction of a mezzanine area overlooking the mats. This innovative addition allowed spectators and parents to have a clear, elevated view of the training sessions, creating a more engaging and immersive atmosphere. Beyond just functionality, Design Or Die also suggested incorporating a coffee lounge area within the mezzanine space, offering a relaxed, social environment for visitors—a feature not commonly found in competing dojos in the area. This unique design choice not only enhanced the Academy's overall appeal but also created a sense of community, setting Roger Gracie Academy apart from its competitors.

Roger Gracie Academy — An immaculate training experience (2)

Roger Gracie Academy — An immaculate training experience (3)

Roger Gracie Academy — An immaculate training experience (4)

Roger Gracie Academy — An immaculate training experience (5)

03 — Simplicity

Simplicity is the ultimate sophistication

The minimalist brand direction and carefully selected greyscale color palette at Roger Gracie Academy were strategic choices designed to create a serene and focused atmosphere.

By using a clean black-and-white aesthetic, the environment fosters a sense of calm, allowing students to concentrate fully on their training without distraction. This restrained color palette also serves a functional purpose—allowing the vibrant colors of the students' belt rankings to stand out as accents. The belts, representing skill and progression, naturally become focal points, complementing the overall design while reinforcing the Academy's values of discipline and achievement. This uncluttered ambiance enhances the training experience, setting a tone of professionalism and focus throughout the space.

Roger Gracie Academy — Simplicity is the ultimate sophistication (1)

Roger Gracie Academy — Simplicity is the ultimate sophistication (2)

Roger Gracie Academy — Simplicity is the ultimate sophistication (3)

04 — Messaging and positioning excerpt

The art of pursuing greatness

At Roger Gracie Academy, we embrace Jiu Jitsu as the art of pursuing greatness, symbolizing a journey towards self-awareness, improved health and inner peace.

We are dedicated to guiding individuals of all ages on a profound quest towards unlocking their full potential. Through our world-class martial arts training, we foster a culture of respect, perseverance, and personal growth that transcends the mat. Our academy provides a welcoming and supportive environment where both kids and adults can excel, forging a community of champions who embody excellence in all aspects of their lives.

Roger Gracie Academy — The art of pursuing greatness (1)

Roger Gracie Academy — The art of pursuing greatness (2)

05 — Education

Content on rotating screens

Historical information and educational content about the academy, along with various materials related to Jiu Jitsu, are displayed on rotating screens in the mezzanine upstairs.

Roger Gracie Academy — Content on rotating screens (2)

Roger Gracie Academy — Content on rotating screens (3)

Roger Gracie Academy — Content on rotating screens (4)

Roger Gracie Academy — Content on rotating screens (5)

Roger Gracie Academy — Content on rotating screens (6)

06 — It pays to advertise

A remarkable 100 members on opening day

Thanks to Design Or Die's innovative advertising design—setting a new standard in the Jiu-Jitsu industry—the Academy launched with an impressive 100 members, all of whom signed up in the months leading up to its grand opening. Just six months later, the Academy is approaching 200 members.

Roger Gracie Academy — A remarkable 100 members on opening day (2)

07 — Video

Social video ads

Design Or Die designed and produced a series of video ads that were published on social media, driving traffic and increasing new signups. The team handled every aspect of production, from script development to gathering footage, photos, and creating graphics.

High-end design is often missing in the Jiu-Jitsu and martial arts industry, but Roger Gracie Academy stood out by delivering an unprecedented level of graphic design quality, breaking through the clutter in this crowded field.

08 — Website

Website as a sales tool

Like all other corporate collateral from the Academy, the website provides a consistent and uniform user experience. It offers an abundance of educational content and information tailored for both parents and adults. Thanks to its superior user experience compared to most academies in the industry, it has successfully generated leads and signups.