Shoshin Ryu: Unifying Martial Arts Branding Across North America

For Shoshin Ryu, we developed a unified brand identity, creating scalable tools for their locations to maintain standards and boost growth, ensuring consistency for 13 dojos across the US with a flexible brand system, templates, and digital marketing tools.

Brand Refresh & Brand Package
Brand Guidelines
Flyer Template Design
Social Media Profile Asset Design
Email Asset Design

Our client, Shoshin Ryu, is a cooperative school with thirteen dojo locations across North America. Shoshin Ryu is a Japanese based system of martial arts. It is both bujutsu (a school emphasizing effective martial arts techniques ) and budo (a school emphasizing personal character development).

Challenge: Unifying Brand Identity

When this school’s board of directors started discussing how to bring consistency back to the branding while enhancing and increasing digital marketing efforts to support each dojo, that’s where Textile Creative Studios entered the picture.

One of our areas of expertise is understanding the complexities of a branding process for a national brand that has to have the adaptive power and flexibility to provide each unique dojo location with a support system while leveraging the current Shoshin Ryu visual brand equity.

After discussing the project in depth during our initial sessions with their marketing leader, Dan Cassidy, we launched into a buildout of a refreshed brand package utilizing the existing logo identity yet bringing it to the next level with a secondary color palette, typography, photo styling, and graphic styling.

Strategy: Building a Flexible Brand System

One key component to the success of this project for Shoshin Ryu was giving the brand legs for scalable growth that could be applied, utilized, and reproduced at each dojo location while maintaining brand standards and consistency.

Consistency in branding for a national presence like Shoshin Ryu brings awareness, trust, and loyalty among customers and greater potential for overall growth.

It also exposes your audience to your brand identity, values, and strategy over time - solidifying brand recognition and ambassadorship, particularly within the realm of martial arts and the teaching of these techniques.

Execution: Implementing Brand Tools

Once the updated brand identity and brand guide were approved by the board, we started developing flyer templates, email, and social media assets that each dojo location could implement while maintaining the brand standards.

Through strategic efforts at one of its flagship locations, Shoshin Ryu had a proven case study for increased and consistent digital marketing efforts that would lead it to achieve its growth goals. With these new brand and template tools in hand, it is working diligently on implementation and roll-out throughout North America.

Impact: Achieving Brand Coherence and Growth

Creating a brand style guide can be daunting, to say the least. But Shoshin Ryu entered this process with enthusiasm, as they knew it was a key element in achieving their goals and communicating their values and mission to their audiences.

Joey Jasion
Technical Lead
ShoShin Ryu Brand Guide
ShoShin Ryu Brand Guide
ShoShin Ryu Flier Designs per dojo
ShoShin Ryu Flier Designs per dojo
ShoShin Ryu Brand Guide Pages
ShoShin Ryu Brand Guide Pages
ShoShin Ryu Social Media profile graphics
ShoShin Ryu Social Media profile graphics