Mentality Jiu Jitsu was built on a simple premise: that true mastery extends beyond the mats. It's about cultivating resilience, discipline, and a deep sense of community.

Mentality Jiu Jitsu was founded by William and Felipe, two practitioners with more than a decade in the sport who set out to build an academy that valued resilience, discipline and community as much as technical ability.

Collaborating with the team at Hover Creative, I developed the visual identity for Mentality. The brief called for a clean break from the traditional BJJ look, something that felt contemporary and disciplined. That tension became the key to the identity I arrived at. A flexible typographic system, a restrained black and white palette, and layouts that reflect the pace and intensity of jiu jitsu create a visual language that feels considered without losing its edge.

The result is a brand that moves beyond the conventions of Brazilian Jiu Jitsu and gives Mentality a distinct presence, one that reflects the mindset behind the academy as much as the sport itself.