Purple Dragon Atlanta
Understanding the Brand.
Purple Dragon Atlanta is the Georgia branch of the globally respected Purple Dragon Don Jitsu Ryu martial arts system. Described as a second home, a family, and a transformative space rooted in tradition and community, the dojo needed branding that honored its heritage while creating a distinct identity tailored to Atlanta’s diverse, dynamic culture.
The challenge? Creating a mark that combines Purple Dragon branding with a distinct ATL dojo identity, and that would become immediately identifiable on team uniforms when the group travels for tournaments and other activities.
Services
> Logo & Brand Identity
> Marketing Plan
Year
2025
Executing the Vision.
Our goal was to capture the unique spirit of the Atlanta dojo, while maintaining cohesion with the global Purple Dragon brand. After our Creative Brief with the Instructor, we interviewed parents of some of the students to better understand what makes Purple Dragon ATL special. This revealed several keywords that guided the rest of the branding process. For visuals, we drew inspiration from the Atlanta skyline, state map, and an obi (belt).
Subtle calligraphy strokes inspired by Asian motifs reflect tradition, while an overlaid grunge texture signifies history, strength, and resilience.
BRAINSTORMING
LOGO DEVELOPMENT
The mark functions as both an abbreviation for Atlanta and an acronym for three core pillars of Purple Dragon culture:
Authenticity, Tradition, Lifestyle.
For other lockups with the Purple Dragon crest, we selected a typeface that has characteristics of the Atlanta skyline, to complement the visual identity.
Branded elements include custom illustrations, branded merchandise (like hoodies, gym bags, and car decals), and sample marketing materials.
Beyond the visuals, we also developed Purple Dragon ATL's verbal identity, providing the dojo with core messaging pillars and a framework to ensure their brand voice is consistent in all communications.
Lastly, we developed a comprehensive six-month marketing and content execution plan to help build visibility, foster local partnerships, and position the dojo as the top-tier martial arts destination for Atlanta families.
Purple Dragon Atlanta now has a visual identity that honors its roots, complements the global brand, and positions the dojo for growth. The branding reflects what students, families, and instructors already know to be true: this is a place where community is strong, discipline is key, and every belt is earned.
AUTHENTICITY. TRADITION. LIFESTYLE.
