Contenders
Establishing a brand identity for one of the fastest rising MMA promotions in the UK.
The Company
Contenders are a MMA promotion formed in 2012 with the aim of dominating the Mixed Martial Arts scene in East Anglia. The brand swiftly rose to prominence, evolving into one of the fastest-growing promotions in the county.
Through electrifying events that attract thousands in attendance, Contenders showcases a diverse array of talent from across the globe, solidifying its reputation as a premier platform for both established fighters and rising stars alike.
The challenge
Over the years, Contenders has seen significant growth in size and popularity, now hosting approximately 6 shows annually in both Norwich and London. In addition to its main events, Contenders now organizes amateur and inter-club shows to support emerging fighters. With this expansion, a brand refresh became essential. The original branding had become outdated and no longer aligned with the promotion's increased scale and ambition.
I was given the task of developing a new identity to elevate Contenders to the forefront of UK MMA promotions. This project would include creating a dynamic new brand and sub-brands, designing marketing materials, video user interfaces, websites, merchandise and more, all aimed at solidifying Contenders' position as a top-tier promotion in the UK.
The result
The result is a new identity that marks a significant evolution for Contenders and encapsulates the athleticism and power of the promotion. At the heart of this re-brand is a striking new icon featuring an octagon, a symbolic representation deeply associated with MMA. Accompanying this icon is an electrifying green accent colour that injects vibrancy and energy into the design. This bold choice of colour not only commands attention but also underscores the brand's vitality and forward-thinking approach. Paired with a dynamic typeface, the overall visual identity leaps off the page, conveying a sense of motion and excitement.
The combination of these elements not only revitalizes Contenders' brand image but also sets it apart from the competition. It communicates strength, determination, and a commitment to excellence. This powerful new identity is more than just a visual transformation - it's a statement of Contenders' passion and dedication to the MMA world, resonating with fans and athletes alike.
Jamie is a dedicated, hardworking, and genuine person who consistently outperforms everyone's expectations. He possesses a wide range of abilities and is always eager to assist others in learning and progressing within their roles while pushing their skills to the next level. I'm looking forward to working with him on a variety of future projects.
Rajwinder Kaur,
Arena Manager at CPNSC