Ruben Lie Coaching

As a Kung Fu Master, Ruben Lie once started his own business. Kung Fu is not only a sport, but also a lifestyle. Its lessons and principles are valuable and Ruben now uses them as a coach for his new business. He teaches people about balance, resilience and awareness, how to direct your energy and grow focused.

For his business, Ruben needed a new visual identity. He chose a pre-made logo design and booked a VIP day. I started the day by customizing the logo and the idea of incorporating the movements of Kung Fu. Using photos and illustrations of Kung Fu movements, I created a balanced and flexible shape. I incorporated these into the logo.

After we agreed on the logo and colors, I proceeded to create a secondary logo and a submark. These variants can be used when the regular logo does not fit well in a design; they provide recognition. Once these designs were also finished, I created a style guide for Ruben, which he can use to keep unity in his brand no matter which designer he works with in the future.

I then designed his business card, flyer and workbook designs for him in his visual identity, so he’s all set to go.

It was super nice to work with him and I love being able to show what is possible in 1 VIP design day.