Downtown Boxing Gym Brand Campaign
Crafting a brand story for a beloved community resource
The Objective
To collaborate with Salesforce’s non-profit partner, the Downtown Boxing Gym (DBG), to help craft their brand story and share it with the world. An after school academic and athletic program offering tutoring, mentoring, enrichment, college readiness, and boxing training, DBG needed to develop a cohesive brand narrative and communication strategy to convey their admirable and inspiring work to a wider audience to grow and scale.

The Creative
Collaborating closely with DBG founders, we assembled a cross-functional team to craft their brand narrative, positioning, and design system. Together, we developed their brand tagline: “We train kids for life.” The campaign highlighted the dual-offering of the brand: books AND boxing, academics AND athletics, showcasing DBG'S mission to empower every child to thrive. We revamped their website, created digital content, launched social campaigns, designed environmental graphics, organized events, and produced branded merchandise. Additionally, amidst the challenges of the Covid-19 pandemic in 2020, we swiftly pivoted to design communications and educational materials to facilitate the safe return of the kids to the gym.
The Entire Team: Executive partners: Sam Allen, Cristina Jones. The Core Creative Team: Design Director: Shirleen Lavalais; Writers: Rebecca Brown, Steve Tornello; “Return Safely Campaign” Creative Director: Paul Nowikowski, Design Lead: Katrina Leach; “2022 UnGala” Art Director: Seth DeGarmo, Copywriter: Sarah Banning; Website Designer: Jessica Kwok; Lion Animation: Jeffrey Schieffer; Program Management: Luke Moody, Kamarya Johnson
"DBG Rulez” An original rap song instructing kids how to safely return to the gym.