The UFC Rebrand was a year long global initiative that would help catapult the organization into the future. Working closely with the entire organization, we helped define everything from the internal Brand Platform to external, consumer facing expression. Because of UFC’s rapid growth, it’s brand had become fragmented. It marked the first time in over 9 years the visual identity had been refreshed. Our goal was to drive value by increasing simplicity and instilling a discipline and rigor around the brand. We touched almost every aspect of the brand from identity systems, logo architecture, brand films, on-air packaging, promo toolkits, marketing frameworks, key art, seasonal campaigns, and spots for UFC FightPass and UFCstore.com. Personally, I like to think that the work we did had something to do with the company’s $4 Billion sale. Produced at Troika.