For my graduation project, I collaborated with a small local kickboxing club that is struggling to engage its members through its current communication channels. The target audience consists of university students aged 19 to 25 who are interested in martial arts. The club primarily uses a website and a Facebook group, but interaction on Facebook has declined.
My objective is to boost engagement by repurposing content for a more relevant platform for the target audience, such as Instagram, and updating the website with a more straightforward structure. Additionally, I plan to create a new brand identity to modernise the club's image.
The preparatory work included creating a project plan, conducting research, and defining the target audience through the development of personas. I also researched competitors and interviewed the club's owner to gain deeper insights into the club. During our initial meetings, we reviewed the creative brief, discussing the website’s purpose, target audience, positioning, key values, existing communication methods, typography, and tone of voice.
Live website: www.shapekickboxing.se
RESULT: Shape Kickboxing Club has a refreshed brand identity and a redesigned website featuring eight subpages, including two new pages for videos and equipment. Additionally, I developed a concept for Instagram posts and stories to better reach the target audience and encourage engagement with the content.
