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City Wing Tsun Kung Fu

What would people think of when they talk about China / the Chinese? One of the answers may be Chinese kung fu. Most of the martial arts centers in New York City use the color red and Chinese calligraphy style font in their branding. But there are so many different martial art styles in China. They have various forms and techniques, even lifestyles. Practicing martial arts can be related to Chinese culture, but more importantly, it’s about having a healthy lifestyle. If the branding is all about Chinese culture, it doesn’t speak to the larger amount of the people in the market, and what we want is for kung fu to benefit more people. The founder of City Wing Tsun Kung Fu, Alex Richter, wants to make kung fu accessible to local people: New Yorkers who work in the office all the time and want to get fit, release stress, and be strong. The idea for the branding is to use long light exposures of them actually doing the martial art to really bring out the energy of Wing Tsun kung fu itself and add it to the visual system. By doing this, the visual is more vivid, bold, and dynamic, making people instantly feel strength and beauty in the martial art.

Project Roles
Art Director, Designer
Art Direction, Brand Strategy, Design
City Wing Tsun Kung Fu