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The Ultimate Fighting Championship is the American mixed martial arts promotion and the largest MMA fight promoter in the world that features the top-ranked fighters of the sport. Available on in over 150 countries and 22 different languages worldwide.

A collaborative journey between Troika and UFC culminated at the 2015 UFC Fan Expo, where they completely transformed the UFC visual identity that was unveiled to thousands of fans – the first since the mixed martial arts organization was purchased in 2001.

Fighting harder

One rule. No rules

Inspired by rumour, smashes and grief, Troika asked me to create a visual identity to introduce the viewer to the high adrenaline fighting championship.

Artistically, the biggest challenge was to come up with a style that remained on brand, echoing the passion and energy for the discipline, whilst also enhancing the viewer experience against fighters intense

and “no rules” performances.

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