South Cheshire Amateur Boxing Club

Disciplines

• Brand strategy
• Brand identity
• Rebrand
• Creative campaign
• Photography
• Videography
• Responsive website design and development
• Content Management System (CMS)

The brief

South Cheshire Amateur Boxing Club (SCABC), a registered charity, secured over £1 million in funding to develop a brand-new, purpose-built boxing club in the heart of Crewe. With this transformational opportunity, they needed a brand and digital presence that truly reflected their mission: to inspire, empower and unite people of all ages and backgrounds through boxing.

The challenge

The club’s old brand presence leaned heavily into the ‘hard and gritty’ side of boxing. While authentic, it risked putting off newcomers, especially younger members, women, and families, who might have found it too intimidating. The coaches and volunteers wanted the brand to better reflect the welcoming, supportive environment of the club, while still celebrating its roots and fighting spirit.

The solution

TRCREATIVE partnered with SCABC on their journey, running a series of brand workshops with coaches, volunteers, and young boxers. Together, we:

• crafted a clear brand strategy, mission, vision, and values
• defined key messaging and differentiators, including an inspiring brand manifesto to capture the soul of the club
• refreshed the brand style, keeping the much-loved red, black, and white core but expanding into gold, teal, and pink to feel more inclusive, diverse, and welcoming
• retained cultural authenticity by digitising and reusing the graffiti wall artwork from the old venue, ensuring continuity and heritage
• designed and developed a new website with modern UX, storytelling, and impact, moving the club beyond an intimidating image into one that’s motivating, empowering, and community-driven.

The impact

The result is a bold but inclusive brand identity that celebrates boxing not just as a sport, but as a lifeline, a family, and a place to grow. The new manifesto rallies around values of respect, self-belief, opportunity, and equality, showing SCABC as a space where everyone, from every background, can belong.

SCABC now has a confident brand and website that matches their incredible new facility and £1m investment. The brand positions the club as more than a gym, it’s a charity and community hub where people come together to sweat, fight, and grow stronger. With clear messaging and an inspiring visual identity, the club is ready to welcome a new generation of boxers, volunteers, and supporters.