Naka Muay Thai Academy

Ajahn Amnat was my first muay thai coach. He reminded me of my uncle.

I began work on this project as a parting gift. I wanted him to be discovered easily with fewer interruptions, and drive more customers to his business. Here is my process.

Brand

A brand is a story, I knew Ajahn as my master. Hailing from Bangkok, He began fighting at the age of seven to feed his family like many Thai children.

A bit of a joker, his gym was an extention of himself. His tyle of teaching was very tough-love, very traditional. He was passionate about his craft. It had soul, Naka had potential.

Creating a unified visual identity and brand was a priority. I built upon Naka's strengths, aligning the brand with his unique attributes.

Product

I designed low-fidelity and high-fidelity website prototypes in Adobe XD and built wire frames.

Continuing this development project in a meaningful way would mean changing the active communication first. I prioritized his largest chanel; social media.

Competitive Audit

A competitive analysis highlighted a weakness in communication. Competitor analysis of social media platforms, design, communications, locations, and unique offerings demonstrated Naka’s gaps.

Pictured below: Excerpt from competitive audit

Ajahn posed a genuine question which formed pivotal shift in my thinking, all the way over, from product to user.
Presentation Artboard for Ajahn

To be successful, I needed to know how my user; Ajhan. I would need to create and teach Ajhan about what I was doing for it to meaningfully reach him.

Journey Maps

This stage helped to visually present the journey to becoming a customer at Naka, broken down into stages. I identified sensitivities and pain points unique to users and shared them across profiles to demonstrate where and when customers become discouraged along the way.

Below: Customer Journey Maps and User Persona cases to personify the search process of Naka’s offering. Instrumental in communicating to stakeholders where a priority lies and it’s greater impact.

Actionable Recommendations

One of the most powerful tools in the study was the user personas and journey maps that

Below; a promotional sister brand identity development.

Scope Creep

I planned extensions, including a sister promotions brand for Naka’s live events and a comprehensive media strategy.

Take Aways

I completed this project by taking on multiple roles, however I strongly believe in the power of multiple perspectives.

Full Presentation

My full presentation available for him to view here︎.

Created in InDesign, to maintain consistency across all platforms.

Brand Book
Optimized for web and print.

Product Prototyping

Proposed Updated Sitemap:

Desktop Product Prototype (hi-fi)

Findings of Competitive Product Audit

User Personas

I’d spent months organically collecting information about the gym members at Naka and in the community, as well as prospective customers.

I found diverse motivations amongst gym members as well as verying sought benefits. I framed motives and sensitivities, and created personas to mimic the feedback of genuine people.

Below: Presentation Artboard

Below: Scope creep of social media marketing and market research. Preliminary structure for a content strategy and online presence. In the future I would have loved to have continued development of Ajahn’s and Naka’s online persona through short content, skits, psa’s, and more creative advertising productions.

Above: Iconography Library in .svg formats and suggested spacing. Below: Actionable next steps outlined to meet goals.