Nation’s Lab is Inglewood’s exclusive martial arts studio in Inglewood, helping people obtain the mental and physical strength of a fighter.

Since 2017 they’ve been working with those who are seeking self-improvement and guidance through their journey. Coach Carnation Contreras leads his students in The Way of the New Element, a martial art with the purpose of self-discovery.

Services

Branding
Strategy
Identity
Copywriting
Business Systems
Social media strategy

Design
Collateral
Motion graphics

Environmental
Signage
Space Activation

Goals

Build a strong brand foundation.

Solidify their internal systems.

Refine brand identity.

Communications
Coach Carnation is full of wisdom and expertise but was having trouble communicating that visually.

Playing all the roles
The owner, the coach, the secretary, & the janitor. Everything relies on coach Carnation being present. From running class, to answering subscription questions, signing up new clients, and cleaning up.

 Customer Journey
Lack of understanding what people go through before, during, and after engaging with the brand/ business.

Family
Members end up becoming friends outside of class. There’s always a sense of community, family, and belonging that arises at The Lab.

Location
Located in an old fire department, the entrance sits in a parking lot with no signage. Giving it a Lowkey speakeasy vibe.

Guidance
Some members are beginning, others are continuing their journey. Nonetheless, they’re looking for someone to guide them without judgment.

Seeking Change
A positive or negative change is triggering people to seek out a change that will deliver results.

Business Systems
Streamline the client onboarding process to make it easier for potential members and employees to follow. Also solidifying job positions and descriptions to enable for team growth.

 Community Connection
Offer special deals and classes to local organizations, schools, and businesses. Establishing Nation’s Lab as a pillar of their community.

Engaging Programing
We encouraged the lab to build programs within the different tiers, skill levels, and age groups. Each program promoting values like teamwork, confidence, and personal growth.

Our People
Open the doors to The Lab’s network for special workout or martial arts classes. Including our members, encouraging them to utilize the space as a venue to host events or workshops.

The Carnation
The original logo, while conceptually genius, needed refinement. The small details got lost at a distance. The new carnation has less pedals and more breathing room. Sharper curves and a one of kind Yin-yang in the center.

Strong Foundation
All our typefaces are made by American type foundries. The fonts hold strong shapes, so each letter stand on their own. A tribute to the industrial era where hard work was encouraged and raw materials reign supreme for their powerful attributes.

Motion
Fighting and fitness is all about controlling your movements. Our layouts needed to showcase dynamic movements and perfect balance, whether our type was in motion or static.

Programming
Pilates and boxing were added to the curriculum. This added another revenue stream, but more importantly inclusivity. Opening the doors to more women, the elderly, or people not necessarily interested in the martial arts.

Solid Team
With solid programing, steady marketing, and systems; building a team became a reality. Allowing Coach Carnation to focus more on running the business and less on day-to-day tasks.

Special Events
The amazing space also became a venue. The Lab hosted an art show for Inglewood Open Studios Artwalk. Guess speakers and workshops are in the works for this year.

Cohesiveness
We’ve been able to launch multiple marketing campaigns every year, at a faster rate than before. Thanks to a solid brand identity, templates have been established to streamline the process of producing graphics. No longer is the wheel being reinvented when it came to design.