ABOUT THE PROJECT
«Seidokan» is a martial arts center in St. Petersburg that unites several traditional disciplines. Children and adults train here, from beginners to seasoned practitioners. The main feature of Seidokan is its six different schools and the presence of various cultural events and activities within a single center.
CONTEXT AND PROBLEM
Project Relevance
(1) Growing Interest in Sports and Developing Martial Arts Infrastructure
Interest in sports is rising across Russia: by 2025, 62,6% of citizens will engage in physical fitness and sports regularly. The popularity of martial arts and Eastern body practices is also increasing.(2) Shifting Priorities in Selecting Sports Centers
Today, the audience focuses not just on the range of services offered, but also on what underlies them: the values, the atmosphere, and the community.(3) Increasing Competition Among Sports Centers
In the market of combat sports centers, it is difficult to stand out based solely on the variety of disciplines. Since many centers offer similar services, cultivating a unique brand and differentiating oneself from the competition is crucial.
Target Audience
Competitor Analysis
Competitors focus either on narrow specialization or on an attractive engagement format. «Seidokan» has the potential to occupy a unique niche by integrating multiple martial traditions, preserving cultural identity, and allowing individuals to build a personalized developmental path within a cohesive system.
Unique Selling Proposition
«Seidokan» unites various disciplines of Eastern martial arts and cultural traditions (seminars, trips, tea ceremonies, and other events) around the shared concept of human development—both internal and external—through practice. It is a space where an individual can find their own practice of strength.
Problem
«Seidokan» operates within an established community but does not fully leverage its potential to attract new audiences. The current identity appears outdated and cliché.
SOLUTION AND VALUE PROPOSITION
Objective
Develop a contemporary and cohesive identity for «Seidokan.» The new system will unify the various disciplines while preserving their unique characteristics and maintaining Seidokan’s recognition among martial arts centers.
Goal
Expand Seidokan’s audience through new engagement formats and attract individuals who have previously not considered martial arts as their practice.
Key Idea
Host an event in collaboration with another organization.
«Japan Fest”—a large-scale exhibition project that immerses visitors in the world of Japanese culture, connecting its centuries-old traditions with modern phenomena like anime and manga.
Seidokan will partner with a Japanese culture festival in St. Petersburg, where it will introduce a new audience to the traditions of the center through lectures, demonstrations, and practical sessions.
Project Team
Brand Platform
VISUAL LANGUAGE AND CONCEPT
Project Concept
From External Force to Inner Strength
Martial arts are often perceived through aggression, power, and confrontation. We offer a view of the practice’s other side—focus, discipline, self-control, and constant internal self-improvement.
