Background
A living legacy, open to all
For more than 60 years, France Shotokan has carried forward the teachings of Master Tsutomu Ohshima (1930–2018), renowned for his technical precision and his vision of karate as a way of life. With 50 dojos across France, the association relies entirely on passionate volunteers who dedicate themselves to passing on their art, making practice accessible to everyone. The challenge: to keep attracting new members and reveal the full richness of Shotokan karate, far beyond its sporting dimension.
Challenge
Preserve the roots, speak to the future
How do you embody such heritage while projecting it forward? Our challenge was two fold:
- Modernise France Shotokan’s image to resonate with a new generation, without betraying its roots or diluting its technical excellence.
- Show that Shotokan Karate is more than a sport — it is a true discipline of the mind, grounded in respect, rigour, and transmission.
Solution
Where tradition meets modern design
We reimagined France Shotokan’s identity by blending the strength of tradition with the clarity of modern design.
- The emblematic tiger was refined, given sharper contrast and greater presence.
- The colour palette stays true to heritage: red, black, white and beige.
- Typography is bold and precise, echoing the discipline of each kata.
- The website was completely rebuilt, fluid and intuitive, offering a seamless experience on every device, designed to simplify access and highlight practice.
- A national digital campaign and a poster toolkit gave each dojo the means to communicate effectively in its city.
Every element pays tribute to the roots of the martial art while opening the way to modern, clear, and engaging communication.
Results
A stronger identity, looking ahead
France Shotokan now shines with a renewed brand. The tradition remains intact, but the energy is firmly turned towards the future: opening the doors of karate to a new generation.
