Total Ninja — Evolving Campaign Design Within an Existing Brand
Role: Campaign Design / Visual Direction
Scope: Campaign Assets / Digital / Promotional DesignThe Problem
Total Ninja already had a strong and recognisable brand identity centred around movement, energy, and family-focused experiences.The challenge wasn’t creating a new identity, but ensuring campaign assets felt more cohesive, engaging, and aligned with the atmosphere of the brand itself.
Working within existing brand guidelines and assets also meant improvements needed to come through refinement rather than reinvention.
The insight
Strong brands don’t always need redesigning.
Sometimes the biggest improvement comes from how consistently and intentionally they’re applied.
While the brand already had a clear personality, some campaign outputs lacked the visual rhythm and clarity needed to fully reflect the energy of the experience itself.
By refining layout, hierarchy, typography, and pacing, the communication could feel more immersive and audience-aware without losing the recognisability of the existing brand.
The Approach
The work focused on evolving campaign outputs within the existing brand system, introducing a more considered and visually cohesive approach across promotional assets.
Rather than redesigning the identity, the goal was to strengthen how it was applied through improved layout structure, clearer hierarchy, and more balanced use of typography and colour.
This created campaign assets that felt more dynamic, engaging, and aligned with the real-world energy of the brand, while still remaining recognisably Total Ninja.
Over time, this direction continued across multiple campaigns, helping establish a stronger and more creative visual consistency without moving away from the core identity.
