CREATING A KNOCK-OUT VISUAL IDENTITY
Tyson. Ali. Mayweather. All legends, but not exactly relatable. Since our research showed that many urbanites would be largely new to boxing, we stripped away some of the sport’s inherent roughness to position the brand as inclusive, empowering, and community-focused. The new name, logo, and visual identity encapsulate not only the physical motion of hitting a bag, but the mental thrill of embracing a fun, healthy lifestyle.