Project: AMC Boxing Academy & Gym brand identity. 

Agency: Theta State 

Mission: Refresh the AMC brand through its digital and social channels.

Hats worn: Creative direction, raconteur, wordsmith, strategist, account management, site creation, site content…rocking all those hats!

What was Ryan thinking? AMC Boxing Academy & Gym is more than a place to break a sweat. It’s a place to break bad habits, break barriers — and break away from whatever is holding you back. And it has a story worth telling.

The founder, Coach Alberto Mercedes, and Ryan shared a mutual interest in telling that story in a fresh way. The narrative was inteded to separate the academy and the gym, yet compelling enough to increase revenue and awareness for both. We started with a new website, built from scratch. Listening to the client’s concerns, Ryan created a direction that offers potential clients and academy members exactly what they need to know to get in the game.

For a new visual direction, Ryan worked closely with two talented photographers (near and dear to him, including this guy) to create an image asset bank for AMC’s site and respective social accounts. To bring these images to life and create content, he sat down with academy members to find out how their lives have been changed through the sweet science.

The net result was a cleaner, easy-to-navigate site focused on the gym/academy, emotionally-driven narrative, plus an asset library.

Note: While Ryan created and helped facilitate creative assets for Coach Mercedes and his gym, he doesn’t currently have an active role in directing their usage.