HURT
business
A personal boxing coaching brand built for clients who come to the sport not just to fight — but to grow. To get quiet. To get clear. To become someone.
01 · The Brand
Every brand begins with a word.
Hurt began with a tension.
To hurt is to feel. To be in the fight — not just physically, but mentally, spiritually. The name holds a paradox that serious athletes already understand: the hurt is the practice. It's the place where discipline becomes identity, and showing up for yourself stops being optional.
"The skeleton throws. The boxer throws. And in both, there's an act of faith — that what lands means something."
Boxing culture lives at the intersection of aggression and ritual. The sport has always been more than sport — it's ceremony, discipline, release, and reckoning. HURT Business leans into that duality: raw enough to demand respect, intentional enough to hold depth.
Sector
Coaching · Athletics
Practice
Boxing · Transformation
Studio
Ashley Mett Design
throwing bones
02 · Discovery
A practice rooted in divination & spiritual reckoning.
Early in discovery, an unexpected symbol surfaced: throwing bones — a practice rooted in divination, spiritual guidance, and the belief that the answers we seek are already within us. We just need the ritual to reveal them.
For a boxing coach who helps clients connect with themselves and step into their best selves, the resonance was immediate. This thread informed the visual language: gothic weight, intentional darkness, and the sense that what happens in the gym is sacred.
03 · The Mark
Earned, not decorated.
The primary mark centers on the punching bag — a training tool, a stand-in for whatever the client is fighting through. Within the letterforms it becomes part of the wordmark itself.
Primary mark · gloves lockup
Wordmark · horizontal
Lockup · with throwing-bones
Hanging gloves · short lockup
Skull · alternate spirit mark04 · Color Palette
Near-black with a red undertone.
Seven colors. Six reds and a bone. The palette is intentionally narrow — discipline over decoration.
Fight Night
#0F0707
Primary background
Blood Sport
#7A1010
Deep brand red
Cut
#A61C1C
Mid red — primary accent
Corner
#C93030
Punchy red — CTA / highlight
Ember
#E05555
Warm red — energy
Bone
#C9A87C
Warm neutral — the light in the dark
Canvas
#F2EBE1
Off-white — body on dark
05 · Typography
Two worlds in tension — street and ceremonial.
Heading
Jost
Geometric sans · 100–900
STAY IN
Accent
Canterbury
Blackletter · ceremonial
the corner
Body
Raleway
Humanist sans · 300–500
HURT Business sits at the intersection of athletic coaching and personal transformation. This isn't a gym brand. It's a practice — for people who use the sport to go inward, not just to push outward. The lockup holds two worlds in tension: street and ceremonial, modern and ancient, brutal and intentional.
06 · Applied
In the ring. On the body. Earned in motion.
From training apparel to the corner kit — every surface holds the same tension. Modern, brutal, intentional.
Train · Apparel
vol. 01
Manifesto
Show up.
Throw the bones.
Become.
— a corner-side commitment
a closing word
The hurtis the practice.
A brand for people who use the sport to go inward — not just push outward. Designed with intention by Ashley Mett.