The Framework Design team worked with TEK to develop their brand. The goal was to make TEK more easily recognisable and to evolve the brand into a more modern representation of the academy today. The design team worked with TEK to test new colours and styles for the brand and produced designs for flyers and leaflets that TEK could use to advertise.
A major aspect of the brand development process was the reworking of TEK’s original mark. The TEK mark was inspired by the oriental origins of martial arts but didn’t fully fit with the modern, energetic personality of TEK. Our designers developed the mark into a stronger, more impactful symbol that was then made into a stamp to be used on merchandise, marketing materials, and across the website.
Brand guidelines were also produced for TEK to allow them to easily distribute the instructions to manufacturers and team members, so that all elements of the brand can be consistently represented
TEK had requested a brand-led website that would capture the essence of the academy and the skills that they encourage. The Framework designers worked to produce a site design that visually represented the brand and also created a look and feel that demonstrated speed, precision, and agility.
The site uses action-shot photography within graphics, also incorporating thin lines to provide a feeling of fast-paced movement, and small dots to represent precision. The use of sharp lines and strong colours throughout the site served to emphasise the bold and energetic personality of the TEK team.
TEK also requested some videos that could be used on the website to demonstrate their core values; capturing the skill and energy of the TEK academy, whilst also appealing to a varied audience. The Framework team worked with TEK to gather video footage of people of different ages and genders performing kickboxing techniques and exercises, which was then edited into a selection of fast-paced videos.
Then during post-production, the design team utilised the brand colours to give the video impact, with the backgrounds using a dark blue hue and all the martial arts movements standing out in eye-catching red. The final products are fast, energetic, and demonstrate the skill and precision of the TEK team.
Watch the video below.
"This is a team that we cannot recommend enough. A passionate, energetic and personal team who really do care about your project."
KAREN BAILEY, TEK
