Research
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Creative Strategy
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Concept Development
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Visual Storytelling
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Art Direction
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Logo & Naming
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Brand Identity
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Collateral Design
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Spatial Design
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Type Manipulation
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Pattern Design
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Web Design
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Clothing Design
Research | Creative Strategy | Concept Development | Visual Storytelling | Art Direction | Logo & Naming | Brand Identity | Collateral Design | Spatial Design | Type Manipulation | Pattern Design | Web Design | Clothing Design
The Idea
While living in New York City, I recognized a growing need for accessible self-defense education, alongside a deeper need for safety, community, and empowerment.
“Powerline” was created to address that gap. We believe self-defense goes beyond physical technique; it’s equally about awareness, confidence, and understanding personal boundaries. At its core, the studio is built on a foundation of togetherness, where safety is collective, not individual.
Our classes reflect this philosophy, ranging from trauma-informed self-defense - grounded in psychology, healing, and boundary-setting - to community-led safety sessions that emphasize collaboration, mutual support, and shared learning.
The Build
The studio was designed as a flexible environment capable of supporting multiple class formats. Adaptability was key, allowing the space to shift depending on the needs of each session.
Programs include trauma-informed self-defense, which focuses on emotional awareness and personal agency, as well as community-led safety classes that prioritize non-hierarchical learning and group empowerment. Each offering is designed to foster both practical skills and a strong sense of connection among participants.
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Merchandise
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Studio Exterior
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Punching Bag
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Employee Uniform
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Brochure
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Floor Mat
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Posters
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Street Promotion
The Drawing Board
The name “Powerline” draws from the idea of strength through connection, a system supported by multiple points rather than a single source. This concept translates directly into the studio experience, where individuals are empowered by the collective energy and support of the group.
This sense of interconnectedness sets Powerline apart from traditional self-defense spaces. Visually, the brand balances organic elements with bold, punchy design choices, reflecting both resilience and approachability.
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Description of Classes
