Mixed Martial Arts has been growing in popularity throughout the world and Honour Combat Championships was conceived to give similar leagues in the sport a run for their money. Due to the roughness of the league, and the need to create a distinctive style to separate the league visually from their competition, the brief from the client closely followed the mantra of the sport – pull no punches.

It was essential for us to convey our message in a way that had never been done. No pictures of the fighters, no ‘vs.’, or verbal puns. We wanted to graphically dissect the emotion of the sport and where we landed was created out of the voice of the sport - visually raw and emotional. Most importantly, the creative captures visually what it would feel like to step into the ring and get the crap kicked out of you.

The Honour Combat Championships event, which is their premier event, has sold more tickets than any other MMA event in Canadian history. Without any previous brand recognition or guaranteed following, Honour Combat Championships has now shattered all their expectations out of the gate and have paved the road for a continued following.