The brief asked for the identity to reference the familiar AA symbol while incorporating the black and red of the BJJ black belt.
The triangle was reconstructed from a continuous folded belt, creating a perpetual form that speaks to transition, ongoing learning and the pursuit of betterment.
The identity extended into a series of embroidered patches carrying messages of recovery, resilience and the role of training the body, mind and spirit.
Across the patches, website and stationery, heavy typography became a key part of the visual language — giving the identity a sense of solidity, confidence and reassurance appropriate to the community it represented.
