Pizol Brazilian Jiu Jitsu Academy
Project Overview
Role: Project Lead
Lead the rebranding effort for on of the top Brazilian Jiu Jitsu academies on the East Coast
Wireframes
Marketing Collateral
Apparel Design
Website design
Objectives
Redesign the official academy website to bring it inline with the quality and values Pizol Brazilian Jiu itsu Academy strives for
Use new website as a focal point to create an effective social media strategy and increase social media reach
Build a traditional and digital marketing strategy aimed to increase exposure and student enrollment
CHALLENGES
The academy had zero content and collateral available, all which needed to be developed from scratch
An understanding of the niche target market was needed
Client requested flexibility in ability to modify deliverables in the future
Academy in process of rapid growth which in turn created a fluid, dynamic environment that had to be adapted to on the fly
Methodology
Research and Usability Testing
Interview with students and staff, observe competition and review subject material to uncover true identity of academy
Behavioral questions were given to current members and sign up incentives were given to prospective members for their participation in surveys.
Usability Testing using paper and lo fi prototype methods were used as well as engagement with contextual interviews and 2 focus groups
Discoveries
While academy members were having incredible success in tournaments, success was not being translated in the academies reputation and exposure
Two specific groups needed to be catered to – an inner circle of Brazilian Jiu Jitsu enthusiasts that were well versed in their sport and the casual member of society that was generally aware of what Brazilian Jiu Jitsu was
Current and prospective students were unaware of all the programs offered by the academy
Target audience was not only interested in classes but wanted more information about instructors, their background and the educational philosophy that was being used.
Deliverables
Two personas were created that represented the target audience
Wireframes and Axure prototypes were created during the development phase to test design evaluations that were made in the early stages of the project.
Redesigned website with original content that included photography, copy and visual design that I created to accurately represent the vision the academy was aimed to achieve in their rebranding project
Marketing collateral including brochures, flyers, posters as well as a newly designed apparel line that embodied the new direction of the Pizol Brazilian Jiu Jitsu brand.