Coach Lu ATX: Custom Logo + Apparel Design
Coach Lu empowers Austin’s fitness community as a martial arts practitioner & instructor holding classes in self-defense, boxing, jiu-jitsu, and strength training. (Check out their website here) Their courses are designed to make anyone feel welcome, safe and situationally aware, with a focus on empowering women and minority communities. As their creative partner, I developed a brand system that matched Coach Lu’s hustle—from a bold, type-driven logo to punchy apparel mockups and visual identity elements that turn heads. This project was all about designing a look that motivates movement and builds real recognition in a saturated market.
Logo Design: Main Mark and Variations
Partnering with Coach Lu was a pleasure. Channeling their energy into a visual identity demanded more than just a logo - they needed a greater visual presence that reflected their passion, intensity, and modern fitness philosophy. We partnered together to bring their brand to life across multiple media - apparel, digital identity, and supporting font and color palettes. The final result was a lean, high-impact logo that transitions to a system that flexes just as hard as the workouts it represents.
Social Graphics & Visual Identity
Featuring: Apparel Mockups, Color & Typography System, and Logo Design
Coach Lu
“It came out so good!! Thanks for walking me thru each step and providing so much context for everything. I feel like you really helped me capture my favorite elements from all the designs you came up with.
Thanks for everything, Mason! You are wonderful to work with.”
Ready to design your brand?
At AUC, we craft expressive brand identities designed to fuel your growth and elevate your presence. Whether you need a striking logo, apparel design that resonates, or a complete suite of branded materials, we help you build visual momentum that connects with your audience. Let’s shape a brand that commands attention and drives results.