Ferkile’s Taekwondo
Web Design
- Situation
Master Bill Ferkile has been a respected taekwondo teacher in Tampa/St. Pete for more than 30 years. He’s mentored Olympic-level competitors and continues to earn the respect of hundreds of students, some who have been with him for decades. With a strong visual identity already in place, Bill was looking for a website to establish a digital presence and touchpoint for students.
- Strategy
Ferkile’s existing logo was backed by nearly two decades of solid brand equity, so strategy focused on developing key messaging and attributes that would appeal to an exceptionally broad demographic of ages 7–77. His new website would need to communicate traditional martial-arts values and provide easy access to a trove of important educational information.
- Solution
The central theme of ‘accomplishment out of discipline’ and attributes of integrity, precision and simplicity were woven into a responsive website and social media branding. Limited color palettes, clean images, sleek typography, and sparing use of organic shapes against a spacious white background support a feeling of simplicity and precision. Voice and tone echo the confidence and patience of an experienced instructor with language tailored to students of all levels.
Ferkile’s educational objectives were met with FAQs, a glossary, belt-testing guidelines and a helpful instructional video on how to correctly tie a belt (a complex task for most new students!). A condensed style manual guided the creation of cohesive visual elements including custom graphics, new video footage, portrait photography, and posters to download and print.
- Skills
Brand identity development, web design, print design, copywriting
