Bold youth wrestling brand redesign.
Beat The Streets NYC needed a brand refresh to simultaneously speak to underserved youth, inspired athletes, and philanthropic donors. The challenge: forge a unifying visual identity and messaging strategy that motivates participation, builds trust, and sustains the non profit’s mission.
“We could not be happier with our experience and the final product that RKS created for Beat the Streets. Their time, attention to detail and dedication to our mission resulted in a logo and rebrand that we are all very proud of. In what would have normally been a daunting and difficult process, RKS provided us with a thorough, organized and very professional experience.”
Using our proprietary Psycho‑Aesthetics® method, we mapped emotional drivers, discipline, pride, and community, into a compelling brand voice and visual positioning. The identity landed in the enriched quadrant, signaling both empowerment and cohesion for a multi stakeholder audienceBeat the Streets Los Angeles Beat the Streets Los Angeles. This strategic foundation enabled a brand that feels authentic both to urban youth and corporate sponsors.
Brand mapping and emotional positioning
Visual persona and narrative framework
Tone and messaging guidelines
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points — such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
We redesigned the logo, graphics system, color palette, and typography to evoke energy, discipline, and inclusivity. This visual system was applied across apparel, event signage, marketing materials, and digital platforms, creating consistency and impact
New logo and graphic motif system
Unified color palette and typographic system
Brand guidelines for application and scaling
Inspired by high impact sporting culture, we extended the new identity into social media campaigns, merchandise, and event promotions, especially for signature benefit galas and wrestling showcases. Our brand presence amplified fundraising effectiveness and audience engagement
Apparel and merchandise branding templates
Marketing collateral for annual galas and fundraising events
Social media assets and event themed graphics
This project underscores RKS’s expertise in branding for social impact. By integrating deep emotional insight with resonant graphic storytelling, we helped Beat The Streets NYC amplify its mission: empowering young people through discipline, mentorship, and sport. It’s a demonstration of how design can reinforce identity, inspire trust, and mobilize communities.
Status: Completed brand identity and campaign platform; actively in use
Impact:
Elevated visibility among donors, athletes, and inner city youth
Strategy
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