MYTH had an adventurous spirit and a strong community, but its original logo could not carry the full personality of the experience. The brand needed to feel distinctive across every touchpoint—from the training environment and social media to apparel, products, signage, and promotions. The challenge was to create a system that felt bold and modern while remaining welcoming to athletes of different ages and skill levels.

JTM Studio transformed the original logo into a bolder, more versatile identity built around clean design and a royal-inspired color palette. We introduced a custom jackalope mascot, giving the brand a distinctly Western mythical character filled with attitude, energy, and movement. The system was then expanded across typography, graphics, apparel, products, signage, interior design, digital assets, and a coordinated social media campaign—creating one cohesive experience inside the facility and beyond it.

The finished identity gave MYTH a complete brand world rather than simply a new logo. The refined mark and jackalope mascot created a more recognizable presence, while the broader system gave the team a consistent way to promote classes, introduce products, shape the facility, and connect with its community. From the training-floor environment to the social feed, MYTH could show up with a voice that was bold, flexible, and unmistakably its own.