A series of workshops and intakes across all the UFC business units, and the fanbase, surfaced a powerful insight: It’s not about any one fighter or fight, but “the warrior” and his journey. This insight led to a more human, visceral, and emotional approach able to tap deeply into fan passion while re-enforcing how no other brand “gets it” even close to the way UFC does.

Throughout the creative process, we’d continually come back to this key insight, using it to crystallize thinking. The result would be a set of UFC brand principles we called “maxims” governing every piece of internal and external communication, while also operationalizing the brand through behaviors, beliefs and practices. Together and individually, the maxims brought rich and high-dimensional approach to all of our creative.

When all was said and done, we had produced for UFC a near-turnkey package of globally viable branding and advertising materials. Content included a brand film, brand guidelines, visual identity system, communication framework, on-air package, Fight Pass marketing campaign, e-commerce spots, key art, and tool-kit for pay-per-view events.

Imagery and language that shattered previous restrictions, and elevated fan connection to the warrior philosophy and spirt of “lionhearted”. With this foundation, we kept building, making all communication more immediate and impactful through stunning live-action shots of the athletes, including background information such as their home country and fighting style. On-air graphics system introduced an additional storytelling component, and further personalized the fighters, making them considerably more memorable and recognizable as living embodiments of the greater warrior spirit.

More than just a rebrand, our entire turn-key package became a rallying cry for the internal teams and the driving spirit at UFC events and around the world. The new brand platform was unveiled this year in front of legions of fans at UFC’s International Fight Week in Las Vegas. In all aspects and consumer touchpoints, the new look, feel and tone of the brand drew rave reviews from fans and industry insiders.

Our work with UFC ushered in an entirely new chapter of a stronger, clearer brand that’s robust outside the Octagon and impossible to mistake with its copycat competitors. Founder Dana White said it best: “we’ve barely scratched the surface of what UFC can be.”