Your website, logo and design expert in Hammersmith & Fulham

A 'kick ass' brand identity for USA Fencing Strength

Services: Branding, Graphic design, Graphics and logos, Logo design

Client: USA Fencing Strength

Year: 2025

USA Fencing Strength has been making leaps and bounds since it was founded in 2024 by creating strength and conditioning programmes for fencers worldwide, largely through Instagram and working with clients remotely.

The brief was to create a brand for USA Fencing Strength in order to help the business grow and be consistent, recognisable and look kick-ass across platforms. Looking to convey speed, action, explosiveness and be dynamic.

Inspirational logos were Nike and Golds Gym, primarily for use on:

the Trainerize app
event banners
templates
documents
websites
gym/fitness clothing
fencing badges for kit (we didn't explicitly discuss this but I figured it might be applicable!)

From Concept to Brand Identity

The company had lots of energy and visions for the brand but needed help developing them into a clear and professional identity which fit them. This project was the perfect opportunity to build on a business that has shot out of the gates since it started!

As part of my brand logo design process, I:

Explored ideas and presented 3 rounds of design concepts
Created a distinctive brand mark and refined it through feedback in each round
Created a bespoke and accessible colour palette
Found and used a font that was spot on for the energy and direction of the brand
Produced a full logo suite including a condensed version for digital use
Created a brand system, which then evolved into brand guidelines in PDF format

The result was a professional, versatile brand that reflects the vision while strengthening the digital identity to make it stand out.

A Logo That Works Everywhere

The new brand is now proudly displayed on the website and Instagram page, with clients worldwide.

You can see the new brand in use on the USA Fencing Strength website and on the USA Fencing Strength Instagram page!

Need an updated brand design?

If you’re a business owner looking for help, I’d love to bring your vision to life. Whether you need a full rebrand, a modern refresh, or design support across print and digital, I’ll create a logo that works seamlessly across every platform.

For more of my work see my portfolio, or call me to get started on your project.

My other recent projects

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Being a small business and since working with Chris and his developing of our website & e-commerce we had a definite boost in sales. He helped with designing instore promotional material too that have had great response of footfall. He is reliable, prompt and professional.
We would highly recommend Chris and his company.

GERCILLIO, Fulham

The Bread Basket Bakery

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“The website is really shaping up a community. It’s the first time the organisation has had a home”

MATTEO, Hammersmith

Behavioural & Experimental Economists UK

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Chris was professional and super helpful as was not entirely sure what I wanted. He was a good timekeeper and always showed up when organized to meet.
He took his time to listen to my ideas and what I needed and designed my site keeping it simple so I could change myself when I needed to.
Very pleased with the result, I won't hesitate to go back to J4G Design for help.

GERRY, Fulham

Gerry's Artisan Baking

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J4G Design have been an excellent ‘one stop shop’ for our small business – Chris has helped us with all our marketing needs, most recently updating our website and providing valuable insights into website accessibility and designing a new DL leaflet. Chris has been great at prioritising work to fit our budget and we never feel pressurised into agreeing work until we are ready for it. We highly recommend J4G Design if you want friendly, efficient and effective help with your marketing needs.

SARAH, Suffolk

Suffolk River Trips

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Chris gave my website an overhaul, sorted out my SEO and numerous broken links and redirects etc. An excellent personalised service at a good price. He was happy to spend the time talking me through exactly what he was doing and breaking it down into simple language for me. Much appreciated and highly recommended 👌🏻

MAUREEN, Hammersmith

Maureen Gomez Interiors

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I asked Chris if he could support me (an IT novice!) with a transfer of the details of my personal website onto a new platform. From the off, Chris was professional, helpful, timely and supportive.
He took time to explain the process and then transferred and redesigned the site whilst keeping me updated. He also made some suggestions on how I could make some adjustments to the site to make it easier to navigate.
Really pleased with the result, I won't hesitate to use J4G design again. Thanks Chris

ANDY, Suffolk

Andy Halliday

Your local website and design expert

While technology is meant to help our every day lives, I find that the reality of that is that there are still lots of barriers and friction involved that cause frustration and for people to just give up. ESPECIALLY when there isn’t the luxury to just build a bespoke solution. Lots of websites and systems out there come templated and pre-built which is a great starting point but can easily make for a clunky experience. This is where I come in – whatever the issue is, let’s have a chat and leave it to me.