Role:
Rebranding a Combat Sports Icon
I led a full rebrand that took Hayabusa from scattered and outdated to premium and focused. We built a system that held up across teams and channels—and gave the brand a real foundation to grow. Retention and conversion improved across the board.
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The problem
The products were strong, but the brand didn’t reflect their quality. Sub-brands created confusion, and the visual identity leaned too gritty for the athletes Hayabusa wanted to inspire.
The solution
Unified all lines under one brand system
Refined the logo for cross-platform use
Built a premium, confident visual identity
Designed flexible assets for web, packaging, social, and retail
Shifted tone from “tough guy” to “focused athlete”
Directed every touchpoint across product, campaign, and ecommerce
The impact
Customers recognized and trusted the brand
Conversion and retention rose across key channels
Positioned Hayabusa alongside premium sports brands
Supported long-term DTC growth and global expansion
Equipped internal teams with a system they could build on
Why it mattered
This rebrand gave Hayabusa a strong foundation to scale and evolve. It proved the brand could honor its roots while stepping confidently into the global spotlight.
My take
One of the most rewarding projects I’ve led. We brought clarity and focus to the brand in a way that still holds up today.
