BRAND IDENTITY & WEBSITE DESIGN · MIND ON THE MAT

A brand built on purpose.

The challenge

One organisation. Several reasons to walk through the door.

Some people want to train. Others need support, want to donate or are looking for a community partner. The brand needed to connect those audiences without making the offer confusing.

It had to communicate the quality of the coaching and the wider mission, while feeling welcoming to someone considering their first session.

The direction

Train with purpose.

The key was making the relationship between the Academy and Foundation easy to understand: training supports the wider community.

That idea shaped the messaging, visual identity and website structure. Bold design gave the Academy a confident presence, while direct, human language helped explain who it’s for, what to expect and how to take part.

The build

I brought the brand story, identity, website structure, copy and visual direction together, then worked with Innuvo to bring the website to life in WordPress.

The work extended into merchandise and sponsorship materials, giving the team a consistent way to present the organisation beyond the gym.

The project included:

Brand story and messaging
Visual identity and creative direction
Website structure, copy and design
Website development in collaboration with Innuvo
Clothing and merchandise design
Sponsorship materials

What changed

The finished brand gives Mind on the Mat two clear, connected paths: the Academy for training and membership, and the Foundation for community support, donations and partnerships.

Visitors can understand how the organisation works and find the route that’s relevant to them. The team has a shared story and visual system to use across its website, clothing and supporting materials.

“I’ve already recommended him to others and will continue to do so without hesitation.”

René Terblanche
Founder, Mind on the Mat

Visit Mind on the Mat

I can’t speak highly enough of Lee. He has been absolutely incredible throughout the entire process. His attention to detail and understanding of branding are truly exceptional. What started as an idea was transformed into a fully functional business thanks to his expertise, creativity, and dedication. His support, guidance, and willingness to go above and beyond at any time have been invaluable, and I’ll always be grateful for everything he has done. Lee has helped me build not just a brand, but a voice and identity that genuinely reflects my vision. His passion for his work shines through in every aspect of what he delivers. I’ve already recommended him to others and will continue to do so without hesitation. Thank you, Lee, for your outstanding work, unwavering support, and the incredible impact you’ve had on my business.

Rene Terblanche
Founder, Mind on the Mat

Your coaching sets the standard. Your brand should match it.

If your gym or martial arts academy has outgrown its brand, let’s bring the story, identity and website together.

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