Project Duration
July 2024–November 2024
Project Package
Full-Scale Brand & Website
The Team
Creative Direction & Design Lead: Christopher Santoro
Impact & Outcomes
Strengthened stakeholder alignment and confidence
Established a scalable foundation for product and partnership growth
Expanded into a long-term design partnership
Forging an MMA gear brand ready to fight to the top of the market
THE INFLECTION POINT
FUJIMI was preparing to enter a martial arts market dominated by established apparel and equipment brands. It needed to communicate premium quality while presenting a more meaningful view of the martial way—one rooted in courage, discipline, and personal growth. The company also required an e-commerce system that could support sales and simplify its gym and dojo partnership program.
Where We Came In
We took FUJIMI through an intensive brand “fight camp,” creating a strategy shaped around aspiring competitors and traditional practitioners. The resulting identity combined strength with a purpose-driven perspective on martial culture. We translated it into a custom Shopify experience and provided additional direction across apparel and gear.
What was interesting to us was the name “FUJIMI” (不死身) meaning “immortal” in Japanese. Whether looking at competitive fighters or other famous athletes throughout the years, one word stands out: Legacy.
As a bird of prey with an intensely focused glare, Japanese golden eagles are also symbolic of nature’s ever-lasting power. With its square, symmetrical composition, the brand’s mascot evokes the same focused glare as its fighters stepping into the ring.
Art direction and UX was crucial in making the website successful, with bold lifestyle videos and photography that reflected the intense training and lifestyle of competitive martial artists.
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