Dr Deep Clean

Dr Deep Clean specialises in hygiene services for MMA and Brazilian Jiu-Jitsu gyms, where cleanliness is critical but the culture is gritty, raw, and community-driven. The challenge was to create an identity that felt medically clean without coming across as corporate or out of touch with the martial arts world. I developed a bold, confident visual identity that sits between these two worlds: clean enough to signal trust and professionalism, but grounded enough to resonate with gym owners who value authenticity over polish. The brand balances strong typography, practical clarity, and subtle grit to reflect the reality of fight gyms while elevating their hygiene standards. I directed the visual language, photography approach, and marketing collateral, creating a system that feels credible to hygiene-conscious gym owners while remaining rooted in the culture of combat sports. The result is a brand that earns respect rather than feeling like an outsider and clearly communicates why proper hygiene matters in these environments.