Project Overview:

Empire Training Academy started as a sketch in coach Sammy Siegel’s notebook. The idea was simple: build a place where discipline, community, and growth show up every day. From day one we helped turn that idea into a brand with a clear point of view and the systems to express it.

We designed the identity from the ground up, then brought it to life on apparel, facility signage, and a digital presence that feels clean, driven, and welcoming. The story centers on people and progress. Training sessions with intent. Members pushing each other. Standards that create a real culture. Content, campaigns, and cadence work together so the brand looks unified from the rack to the feed.

Objectives:

• Launch a recognizable brand rooted in discipline, community, and growth
• Create a visual system that scales across apparel, the facility, and digital
• Build an always-on content engine to attract members and keep culture strong
• Establish Sammy as a credible, motivating voice for the community

Scope of Work:

• Brand identity system: logo suite, type, color, usage rules, templates
• Creative direction: photo style, video look, voice guidelines
• Logo and apparel design for members, staff, and partners
• Social playbook: content pillars, scripts and hooks, posting cadence
• Marketing consulting: offers, landing flows, launch campaigns
• Podcast setup: format, branding, production workflow

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Campaign Execution & Marketing Rollout:

• Capabilities used: Content Creation · Social Media Management · Logo Design · Apparel Design · Marketing Consulting · Podcasting
  • Launch kit: identity, signage, apparel drop, brand film + short cuts.
  • Content engine: training reels, member spotlights, coaching tips, culture moments; thumbnails and captions built for saves and shares.
  • Founder voice: weekly on-camera pieces from Sammy—mindset, technique, community stories.
  • Promotions: seasonal pushes (founder’s week, challenge cycles, merch drops) with clear CTAs and landing pages.
  • Podcast: conversation format featuring coaches, members, and local athletes to deepen community and discovery.

Expected Outcomes:

Empire launched with a unified look and a clear message, then scaled without losing its standards. The identity is instantly recognizable on apparel and in the facility. The content system turns daily training into a steady flow of stories that attract like-minded members and keep them engaged.

Sammy’s presence anchors the voice, and campaigns convert interest into sign-ups and sold-out drops. The gym is now seen as one of the region’s standout training facilities, known for hard work, integrity, and a community that lifts together on and off the floor.