For the Win Boxing
Brand Identity | Graphic Design
For the Win (FTW) Boxing is a private boxing and fitness gym in Oakland, CA, owned by Coach Rae and known for its inclusive environment, especially supporting women, AFABs, and the queer community. Having trained as a client with Coach Rae, I was already immersed in the brand’s philosophy, making me well-prepared to collaborate on creating its brand identity. We started by selecting a bold, empowering typeface for the wordmark that would reflect the spirit of "winning" through resilience and personal growth. From there, I designed a logo and visual identity system that was applied across team merchandise, interior design, and marketing materials. The aesthetic was intentionally revolutionary, breaking away from traditional women’s gym stereotypes by incorporating strong, edgy visuals that resonate with the gym’s empowering mission. This cohesive design extended the brand’s presence, creating an inviting yet fierce environment both inside and outside the gym. Photographer: David Jaewon Oh Team: Coach Rae, Pavin Argyle, Jackie Espejo