winfight - AMA RUNWAY

Exercising mind and body to build individual confidence, discipline and strength is game-winning.

client: André Duarte industry: Sports – Portugal year: 2013 capabilities: Creative Design, Brand identity

about: Winfight is a brand dedicated to fighting sports tools, ring renting and event management. Supporting amateurs and professionals by providing the right tools and services that benefit combat sports practices.

briefing: André approached me to help him create a new brand for fighting sports. He was very clear about his vision. He came with a specific colour palette in mind, a star element as an icon reference and some inspirational images related to combat events. I have never had such a specific briefing and I had to understand the sense of the request to design an approachable brand to connect with the key audiences.

process and solutions: The positioning for the brand was built around this insight that WIN shouldn’t be the final goal, it should be a mantra. The one in mind to unleash the full potential and move forward with confidence. The brand pretended to celebrate achievement and the geometric element of stars played an important role in representing levels of growth, praise and pride in hard scenarios.

FOCUS > DISCIPLINE > STRENGTH> WIN

logo and colours: The font was customised taking as the base a geometric, rugged and expressive font family. The word ‘WIN’ is a representation of the precise moment when a fighter clinches victory in combat and is introduced as the winner. His arm is raised, indicating the result of the event and consequently the top achievement. The saturated red and electric green were used to highlight elements from black-and-white images that resonated with the audience’s style. Strong colours on the top of dark scenarios empower minds and mark the element in focus. The variations permit the adaptation of the logo to different areas identifying distinct rings shapes and tools.