Parabellum Martial Arts
Parabellum Martial Arts was established in 2022 offering Brazilian Jiu-Jitsu classes and a full service gym to its members. Head coach and founder, Tom Greensill, was looking to expand the club’s reach and membership which is where Upstart Lane stepped in to help.
Branding
Parabellum Martial Arts already had a striking logo and a strong set of brand colours, but was struggling to stretch this to a consistent look and feel across marketing materials.
Based on conversations about the brand personality and objectives we refined the brain and created some visual elements that could be used across their materials. The existing logo featured a bull shape skull, and the existing colours were yellow and black. We leaned into the symbolism of the bull - fierceness, strength and fearlessness. The yellow and black colours work well together to make a high contrast and bold palette that is easily recognisable, so we retained these colours and allocated appropriate colour codes to ensure consistent use.
The existing logo was difficult to use in a clearly legible way across some materials so we developed horizontal and stacked options that provided greater flexibility and will enhance logo recognition due to the higher prominence of the name.
We also generated an AI image of a bull, dressed for martial arts in the Parabellum colours that could serve as a sort of mascot for the brand.
In fleshing out the brand we also established brand codes that would improve consistence and brand recognition. We established a consistent set of fonts, and introduced the use of sharp triangular angles in artwork - taking the shape from lines in the logo.
Tom Greensill, Parabellum Martial Arts
“Kat is a marketing expert who knows all the latest techniques to maximise return on investment for your business. She created a fantastic website that has driven much more traffic and enquiries to me. I couldn’t be happier with the work she’s done.”
Website
Parabellum Martial Art’s initial website was a bit clunky, not responsive and not optimised for SEO or User Experience. We worked with Tom to develop a range of new content, and designed a brand new web experience using Square Space.
The site was optimised for mobile and content was tailored based on keyword research in a bit to drive organic search traffic.
Material Production
We used the newly refined brand to create a series of marketing materials including digital and print items. In creating these items we worked with Parabellum to establish their key selling points and translate that into a consistent messaging strategy.
Process Improvements
Parabellum Martial Arts was using paper based forms to enable sign up. This meant Tom was handing out forms in person, then having to collect them back and file them manually. Not only was this a cumbersome process, but it meant there was no digital database of members that could be referred to or easily searched.
We converted the paper based form to a digital one, that served all the same needs, including requiring a signature. The form is now hosted on the website, creating a simpler sign-up method for new members and an easier to manage member database for the club.
See more of our work
Contact us.
kat@upstartlane.com
0413 892 900