CLIENT Ms. Amy Dudrow SAJA Black Belt Academy THEIR NEED This Tae Kwon Do martial arts school had a successful business for six years. The owner wanted to have a strong and memorable identity that would express the quality and values of the school. This was important as they planned the expansion of their business. OUR SOLUTION We encouraged them to adopt a new name along with their new icon. SAJA is the Korean word for lion. “Ignite the Spirit” is their tag line that we created. They work together to truly express the value and impact of their school for their students. THE EFFECT The current students and parents were thrilled with the new identity. It appears on their uniforms and gives the students a symbol to be proud of. The logo has been very effective in the sales of other merchandise as well. They are remodeling the school using their corporate identity as a basis for their interior design.