The Objective
To collaborate with Salesforce’s non-profit partner, the Downtown Boxing Gym (DBG), to help craft their brand story and share it with the world. An after school academic and athletic program offering tutoring, mentoring, enrichment, college readiness, and boxing training, DBG needed to develop a cohesive brand narrative and communication strategy to convey their admirable and inspiring work to a wider audience to grow and scale.

The Creative
Collaborating closely with DBG founders, we assembled a cross-functional team to craft their brand narrative, positioning, and design system. Together, we developed their brand tagline: “We train kids for life.” The campaign highlighted the dual-offering of the brand: books AND boxing, academics AND athletics, showcasing DBG'S mission to empower every child to thrive. We revamped their website, created digital content, launched social campaigns, designed environmental graphics, organized events, and produced branded merchandise. Additionally, amidst the challenges of the Covid-19 pandemic in 2020, we swiftly pivoted to design communications and educational materials to facilitate the safe return of the kids to the gym.