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Brand Designer
Brand Identity • Marketing Design • Campaign Strategy
DENVER KUNG FU
During my time working with Denver Kung Fu, I developed the visual identity and marketing system shown throughout this case study, including website design, campaign materials, digital and print marketing, and community outreach. The website has since been updated independently and no longer reflects the design shown here.
Project Overview
The Client
Denver Kung Fu had an established martial arts community and a strong traditional foundation. The style they chose to follow is called "Wing Chung" and follows the teachings of the famous "IP man", also known as Bruce Lee's instructor.
The Challenge
Denver Kung Fu needed a brand that was able to connect its heritage with prospective students and better communicate its programs, events, and activities more consistently.
What Needed to Improve
Brand
Create greater consistency
Communication
Make programs easier to understand
Reach
Connect with new and existing students
Experience
Create a cohesive experience across digital and physical touchpoints
Building the System
The original branding lacked consistency across print and digital applications, making it difficult to establish a recognizable visual presence. The updated identity system focused on improving clarity, maintaining cultural authenticity, and creating a scalable foundation for marketing campaigns and student outreach.
The color palette was designed to reflect both tradition and modern discipline.
Brother 1816 was selected for its strong, structured form and clean readability. Its bold, modern character reinforces discipline, clarity, and confidence.
Creative Execution
Digital and print materials were designed to make programs, classes, and events easier to understand.
Google Ads - 4 Month Period
As part of taking over Denver Kung Fu’s marketing, I managed Google Ads alongside the broader campaign strategy, using search performance to refine targeting and improve efficiency.
+ 25.1%
Click Through Rate
-13.8%
Cost Per Click
+200%
Weekly Ad Views
Local News Coverage
After reaching out to our local news channel, I secured coverage of Denver Kung Fu's women's self-defense workshop, which was later broadcast. This led to an increase in the number of women who signed up.
Marketing Materials
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Sketches
Gallery
Impact
What began as a brand and marketing design engagement grew into a broader role supporting Denver Kung Fu’s outreach and student growth. By combining a consistent visual identity with targeted campaigns across digital, print, social media, and search, I helped create a clearer and more recognizable path for prospective students to connect with the school. The work ultimately demonstrated how thoughtful design can support both a brand’s identity and its ability to reach and engage its community.
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