Bulletproof for BJJ

Launching a one-of-a-kind BJJ online program.

The Story

Bulletproof for BJJ is a training program for athletes of all levels, the brainchild of Joe Worthington and James Tomlinson, a couple of BJJ pros with decades worth of experience. What they saw were immobile and injury prone BJJ athletes, what they saw was a way to help. Together they put together a program for people to become strong and mobile, while staying injury free. A product that helped rollers keep rolling. They had the idea, they workshopped the product, and here is where the perceived value comes in...

As a startup, first impressions count. Having seen our work with Jungle Brothers Joey tapped me to help put together their visual brand. Joey wanted a “badass” brand that are pretty much the heroes that solve big problems for the BJJ community. No mean feat. The goal was to be bold, and to inspire others. A logo that literally packs a punch and deliver results.

Part of the launch included designing the DVD Cover art and instructional screens. As a bonus, during the products creation FTB provided user experience expertise on the how the program would be consumed. What is most important of course, aside from keeping the brand sexy af, is to make the product easy, desirable and accessible.

Logo and visual brand
Within a month, from first contact to final delivery

DVD Cover Design
To be sold on BJJ Fanatics

Apparel and Social Media
Sample posts and T-Shirt design for marketing

UX Consultant on DVD Release
Providing ongoing support on how the customers will watch and consume the program

The Work

Below is a selection of the output put together for both the branding and DVD product release.

The Bulletproof for BJJ logo stack

Merchandise apparel

Stylescapes, as part of the DVD cover design

Social media logos and posts

Program instructions for screen

DVD cover and program instructions as a PDF download

You make it easy af (and fun)

Joe Worthington, Bulletproof for BJJ
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