Jiří Beran, fencing bronze medallist at the Paris 2024 Olympics, runs two projects: the Šerm dětem (“Fencing for Kids”) foundation, which brings fencing to schools, and the family fencing equipment e-shop 5M Fencing. For the foundation we built the brand from scratch – identity, website, social media and print. For the e-shop we run social media and performance ads in Czechia and Poland.
- 45+schools visited since 2016
- 6 000+children who tried fencing
- 2e-shop ad markets: CZ and PL
What we do for Jiří Beran
- /01Foundation visual identityThe full identity of the Šerm dětem foundation – logo, colours, graphic elements and how to use them.
- /02The sermdetem.cz websiteDesign and build of the foundation’s entire website.
- /03Foundation social mediaSetting up Instagram and Facebook, a pinned intro post, ongoing management and reposts.
- /04School visit videoAn aftermovie of the fencers’ visit to a primary school.
- /05PrintRoll-ups and other print materials, mainly for the foundation.
- /065M Fencing e-shopSocial media and performance ads for Czechia and Poland.
Šerm dětem foundation: a brand from scratch
The Šerm dětem foundation brings movement, schools and children’s joy together through sport fencing. Since 2016 Jiří Beran and other professional fencers have toured schools across the country – visiting more than 45 schools, where over 6,000 children have tried fencing. The foundation equips schools, runs corporate team-building events and supports young talent.
To grow and reach schools, companies and partners, the project needed a consistent face. We created the foundation’s full visual identity – a logo with crossed fencing blades, bold colours and graphic elements that work on the website, social media and in print.
Logo
Colours
The main petrol blue (#007C91) conveys trust and expertise, green and yellow bring playfulness and the school setting, and orange (#F25C05) the energy and movement of Tour de školy. They’re complemented by calm secondary colours and two gradients.
Typography, illustrations and icons
The main typeface is the geometric Poppins, with the highly legible Inter as a secondary font. The identity also includes a flat illustration style with neutral figures, a set of simple icons and decorative motifs derived from fencing – dots as touches, lines as guided movement and stylised mask and blade shapes.
Tone of voice
The guide also defines the tone of voice: friendly but not childish, clear and confident, motivating and playful, safe and responsible – with practical examples for schools, parents, children and partners.
Pinned postDiscovering the world of fencing togetherIntroducing the foundation and its activities on Instagram.View on Instagram
The sermdetem.cz website
We designed and built the foundation’s entire website. It presents the four main activities – Tour de školy, Fencing in Schools, the foundation’s support programme and team-building – and makes it easy for schools and companies to get in touch. It also tells the story of the people behind the foundation and lists its partners.
Social media and the school video
We set up the foundation’s Instagram and Facebook, created a pinned introductory post and continue to manage the channels – including reposting content from schools and partners. From one primary school visit we produced an aftermovie showing children fencing each other and taking on professional fencers.
ReelTour de školy on InstagramTouring schools across Czechia with Jiří Beran and Martin Čapek.Watch on Instagram
5M Fencing e-shop: performance ads in Czechia and Poland
Jiří Beran and his family run 5M Fencing, an e-shop for fencing equipment. We manage its Instagram and paid ads for the Czech and Polish markets: designing banners, testing different products and creatives, setting up catalogue ads linked to the e-shop’s products and continuously optimising campaigns based on data and results.
- ad banners and creatives,
- testing products and messages,
- catalogue (dynamic) ads from the product feed,
- campaigns for Czechia and Poland,
- ongoing optimisation based on results.
Jiří Beran on the JANDASPORT website
We’ve worked with Jiří for a long time – read our interview about technology in fencing and his road to Olympic bronze, or his appearance at the Generation Fair Play conference.
