KXR

Problem: The client came in with one clear idea — a logo where the X connects the K and R. But the previous designer had delivered exactly that literally: three separate letters with an X in the middle. It didn't feel like a whole. It didn't feel like a brand. The client wanted something modern and high-standard that truly represented who they are.

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Solution: I started by studying the sport. Jiu-jitsu isn't just a gym — it's a culture built on discipline, progression, and the connection between knowledge and resilience. That became the foundation. I designed a monogram where the X is shared between the K and R, not placed between them — making the three letters one unified mark. The broken leg of the R references the belt system, and the red detail is inspired by the belt tip: a quiet nod to progression and dedication that rewards those who know the sport.

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Role: Sole designer, from discovery to final delivery — logo, brand guidelines, merchandise, and signage.