How Athletics designed a brand rooted in place, graft and belonging

The Brand Identity: Malcolm Buick has trained at Gleason’s Gym in Brooklyn for over two decades, but his roots remain in Arbroath, a Scottish coastal town where his father serves as President of the local amateur boxing club. When Arbroath Amateur Boxing Club secured a permanent home in a restored church hall – ending years of instability and near-closure following COVID – Buick saw an opportunity to give the volunteer-run club an identity that matched the character it had built over decades. The resulting work, designed through his Brooklyn-based studio Athletics, draws on Arbroath’s heritage.

A portcullis symbol adapted from the town’s historic abbey leads the system, typography references old sporting ephemera and civic signage, and the photography was all shot by Buick’s father and the club’s President, Eric. TBI Malcolm, you’re based in Brooklyn – how did a project for an amateur boxing club in Arbroath, Scotland, find its way to Athletics? MB I might live in Brooklyn now, but Arbroath’s still home. My dad’s been involved with AABC for years as President, after getting into boxing later in life through a friend and using it as a way to stay fit after retiring.

That slowly turned into him becoming a proper part of the club and wider boxing scene, including working as a ringside judge. Boxing’s also been a huge part of my own life. I’ve trained for over two decades now, mostly at Gleason’s Gym in Brooklyn, so I’ve always felt at home in boxing gyms. Different accents, same smell of sweat and Deep Heat. Growing up around AABC, you realise pretty quickly it’s never just about boxing. It’s about people giving their time, keeping kids focused, building confidence, and creating a place people can rely on.

So when the club finally secured a permanent home, it felt like the right moment to give it an identity that reflected the weight and character it already had. Athletics just happened to be the vehicle to help make that happen. TBI What does boxing – and a club like AABC – offer young people? EB AABC, like many other Scottish boxing clubs, offer the opportunity to people of all ages and genres to participate in the training and discipline which boxing offers, no matter age, sex or disabilities. TBI For those unfamiliar with Arbroath, could you paint a picture of the town and what makes it distinctive? EB Arbroath is a small town (23,000 popul

ation) which has played a significant part in the history and industry of Scotland for centuries. It is home to the site of Arbroath Abbey (founded in 1178) and is regarded as the birthplace of Scotland due to the fact that the Scottish Declaration of Independence was signed there in 1320. This is not a gym hiding behind a polished brand. This is not a gym hiding behind a polished brand. TBI The club relocated to a restored church hall – what role did that new space play in the timing and direction of this identity work? EB The Hall has played a critical role in the survival of AABC.

After years of moving between rented spaces and then facing complete homelessness following COVID, the club finally found stability in the church hall, which was initially rented from the church itself. When the church later closed and the building was put up for sale, it became another nail-biting moment for everyone involved, with the very real prospect of the club once again losing its home.

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The article discusses a unique community-driven branding strategy that emphasizes local heritage, making it significant and relevant for brand strategy professionals, while also presenting a fresh perspective on minimalism in branding.