Eight Points Muay Thai Branding
A brand system crafted to honor the tradition behind the training
The Reynolda Historic District in Winston-Salem is a sprawling former country estate — home to a renowned art museum, formal gardens, wooded trails, a conservatory, and a restored village of shops and restaurants. A place of genuine depth and history. And yet, each division of the estate operated under its own identity, its own voice, its own visual language. The result was a fragmented experience that undersold everything Reynolda had built over a century.
With the centennial approaching, the timing demanded more than a refresh. It called for a foundation built to last another hundred years.
The Strategy
Before a single design decision was made, the work began with listening. Key constituents, staff, visitors, and non-visitors were brought into the conversation to surface what the brand was and wasn't doing. What emerged was clear: Reynolda's identity was disjointed, and entire dimensions of the estate were going unrepresented.
The mandate was to unify every division under a single, inclusive brand identity — one that could serve as both a centennial celebration and a long-term platform.
The Creative Direction
The new identity was designed to feel native to the estate. Line drawings and typography were developed to echo the architectural character found throughout the grounds — a visual language that felt discovered rather than designed. It honored the estate's history without being defined by it.
A comprehensive set of brand standards was developed and workshopped directly with Reynolda's internal team. Visual templates, layout systems, and storytelling frameworks were built into the guidelines — a flexible, on-brand toolkit that staff could use to create future materials with confidence. A brand that didn't require a designer in the room every time it needed to show up somewhere new.
Deliverables
Brand Strategy and Positioning
Full Visual Identity System,
Messaging and Verbal Identity
Collateral
Packaging
Signage
Illustration System
Photography
Brand Standards
Outcome
The unified identity simplified outreach and aligned messaging across every communications channel and physical touchpoint on the property. Reynolda entered its centennial year with a brand that finally reflected the full breadth of what the estate is.
"From the first conversation I had, I was impressed with their fresh perspective and big ideas. Their work for Reynolda House has been exceptional and I have great trust in their design instinct."