When the founder of Macky Movement approached us, the vision was clear – create a brand that hits hard but keeps things playful. Known for his energy, charisma and skill, Macky needed a visual identity that reflected his dynamic personality and the community-driven nature of his fitness offering. What followed was a full brand build that included moodboards, logo design, and comprehensive CI and brand guidelines – all built to last.
The brief
The brand needed to reflect strength, energy and individuality while keeping things fresh, fun and slightly rebellious. We were asked to capture that balance of personality and professionalism – all while honouring the gritty roots of the boxing culture.
Float like a butterfly, sting like a bee, and leave a lasting impression while you’re at it
The process
01
Visual Mood and Direction
We kicked off with mood boards inspired by graffiti culture, tagging, and old-school boxing gyms: raw, textured and full of character. This gave us the visual language to communicate both Macky’s bold energy and the urban roots of the sport.
02
Designing the Logo
The final logo is an abstract boxing glove, tightly constructed and layered with meaning. At the centre sits a bold, fluid ‘M’, formed to resemble both a glove and a crown, a subtle nod to Macky’s title as a king of fitness. The tight composition speaks to the strong bonds formed within his gym – a community more than a class.
03
Building the CI
Once the logo was locked in, we created a comprehensive brand guideline including colour palette, fonts, and usage rules. From branded merch to digital assets, everything is designed to feel personal, powerful and cohesive.
The direction
We treated this brand like a personality. Confident but approachable. Loud but considered. The graffiti-inspired letter forms give it edge, while the tight lines and fluidity give it the flexibility to evolve with Macky’s growing client base.
Summary
Macky Movement’s brand is more than just a logo – it’s a powerful extension of the founder himself. It blends street-inspired visuals with professional polish, and it’s ready to grow alongside his expanding empire of boxing, fitness and community.
