Helping a hands-on client stay on-brand with strategic tools, support, and design advice
Client: Fierce Tiger Tai Chi Chuan School
Project: Brand icon, business card, marketing phrase guidance
Timeline rollout: March–April 2025
Overview
Fierce Tiger Tai Chi Chuan School, led by David and Ferne, offers traditional Tai Chi and Qigong instruction grounded in martial arts and health-based practice. They needed a professional identity and flexible marketing direction that could support their do-it-yourself approach while keeping their presentation consistent and effective.
Key Achievements
• Developed a strong visual identity featuring a custom tiger head icon, symbolising the school’s name and martial lineage
• Created a business card layout and print-ready artwork that fit traditional production standards
• Delivered a carefully structured list of brand-aligned key phrases to guide future communications
• Registered and advised on domain strategy (FierceTiger.co.nz) with options for integration into existing content
• Provided informal but valuable strategic marketing advice throughout the project
• Kept to the agreed budget while offering additional value in consultation and preparation
Challenges
Ferne, a highly motivated and capable client, was intent on producing her own materials using familiar tools and platforms. Rather than creating a fixed set of outputs, the challenge was to provide assets and structured guidance that could empower her to execute well-designed materials independently—ensuring consistency without overstepping into unnecessary development work.
Outcomes
By focusing on clarity, flexibility, and brand coherence, the project delivered core visual assets and marketing direction that fit seamlessly into the client’s existing methods. Several tailored logo versions were provided to suit a variety of uses—ensuring the identity could be adapted easily in Ferne’s own layouts and tools.
The client appreciated the structured feedback and ongoing dialogue throughout the project:
“Dayne listened to what we had in mind and to the extent of how we wanted to market our business… He advised us at all stages of our design and what would work and what wouldn’t, which was appreciated.”
Ferne McKenzie, Fierce Tiger Tai Chi Chuan School.
The project stayed within budget and laid the groundwork for future work based on a relationship of trust, clarity, and professional guidance.
Conclusion
This case reflects a tailored approach to marketing services: empowering hands-on clients to maintain their independence while ensuring quality and consistency. As Ferne noted, clear advice and open communication made the process effective and enjoyable. For businesses wanting to do more in-house while building a solid brand identity, Flying Lizard provides practical tools, flexible design options, and experienced guidance to help you move forward with confidence.