The brief
Strike a balance between the timeless cool of the “ninja” and the accessible practicality of “self-defense” in order to bring in long-term students who will benefit from To-Shin Do the most, unite the larger community, and grow its legacy.
The idea of “ninja” is undeniably intriguing in their secrecy, stealth, and rich history. Who doesn’t want to be a ninja?
However, in order to attract a more inclusive and open-minded student base, those students have to feel welcome — and aggressive, dogmatic creeps need to know this isn’t the space for them.
To-Shin Do Online needs to present as a modern, friendly resource for those looking to build a smart self-defense skillset — not a boys club.
The result
Maintaining a nod to the “expected” ninja aesthetic helps to attract experienced martial artists with an affinity for the structure and traditional aspects, while deterring those interested in flashier competitive disciplines.
The resulting look? A misty morning on the mountaintop: subtle, earthy, elemental accents and colors include stone, wood, moss, and bright touches of gold.
The typography is bold, solid, sleek and understated, allowing the imagery to shine. Organic hand-drawn icons contrast with generous black and off-white space.
The wide-ranging stock photography library includes imagery from mysterious forests to natural stone textures to brightly-lit dojos. Frosted glass and blurred backgrounds suggest smoke, mist, the unseen.
A meditative, minimalist version of the previous shuriken logo offers a bold graphic symbol to anchor the brand, embodying the balance, elegance, and efficacy of To-Shin Do.
Visit the site: toshindo.online
Logo Suite
Testimonial
“Sharon helped us articulate and amplify our martial arts’ unique connection to the elements and passion for outdoors training with a forest-filled palette that feels truly unexpected amidst the bold primary colors used for sport martial arts.
It immediately lets folks know—we’re offering something outside of the ring, the cage, the box. Something beautiful and welcoming, but not without depth and mystery.”
To-Shin Do offers traditional ninjutsu (ninja) skills adapted for modern self-defense. With our emphasis on escape, concealing intent, and making your larger opponent's injury look like an accident...women and other marginalized people in particular can benefit from our approach. But the stark, out-dated branding on the previous website was really not speaking to them.
Sharon skillfully answered the question, how do we create a visual style that appeals to the women and others most in need of these skills as much as it does to empathetic men and allies—hint: it’s not pink uniforms and gloves. It’s thoughtfulness. A polished, stunning, immersive experience says: we care about your comfort and your experience.”
