Strike Back

Designers

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Strike Back

A Women's Self-Defense Solution

Designers

Sofia Donaldson

Key Words

SUMMARY

Striiike is a personalized self-defense gym tailored for women aged 15-30. Through extensive consultations with law enforcement, military experts, martial artists, and women, the need for a holistic approach to self-defense education was regognized. What sets Striike apart is its curriculum that goes beyond physical techniques, integrating mental resilience and verbal assertiveness training to equip women with the essential skills and mindset to confidently navigate urban environments. Striiike’s mission is to empower women, promote confidence, and contribute to a safer community by fostering a generation of strong, self-assured women.

challenge

Addressing the primary challenge of creating welcoming self-defense environments for women and increasing women’s safety, Striiike was conceived as a solution to the predominantly male-dominated self-defense industry. Striiike’s overarching goal is to establish itself as a brand that resonates with women, offering a safe and inviting space for empowerment. Designed as both a community hub and a gym, Striiike features an all-women teaching team, fostering a supportive environment that encourages participation and confidence-building among women.

Outcome

During user testing conducted for new school students at the University Center, Striiike's business model garnered positive feedback. The curriculum, emphasizing verbal, physical, and mental resilience techniques, was enthusiastically received by the diverse group of women participants. We addressed individual self-defense concerns through one-on-one sessions, enhancing the collective learning experience. The participants appreciated the community-oriented approach, expressing a desire to return for future sessions. The project's deliverables also encompassed comprehensive branding materials, including a website mockup and brand collateral, solidifying Striiike's identity and outreach strategy.