Working with Fight Front, I was tasked with developing a brand identity that would be bold, flexible, and instantly recognisable across digital platforms — particularly for content-heavy formats like YouTube. I began by exploring three distinct visual concepts, each with its own approach to iconography, typography, and motion potential. After presenting and refining these directions with the client, one concept clearly stood out — a design centred on a dynamic, angled symbol that could function both independently and in harmony with the logotype.
The final concept was built around the idea of creating a standalone icon — a mark that could live on its own while still feeling deeply connected to the overall brand. The custom type was designed to mirror the icon’s motion and energy, following the same angled trajectory to establish a unified sense of direction. This approach resulted in a system where the logomark and logotype weren’t just visually aligned, but conceptually linked — reinforcing the brand’s active, forward-moving personality.
The key to this identity was versatility. From compact avatars to wide-format headers, every element needed to scale cleanly and maintain its impact. The design was built with flexibility in mind, allowing the icon to lead in some contexts and the full logo lockup to shine in others. This responsive approach made it ideal for digital-first applications like social media, video content, and merch, giving Fight Front a visual toolkit that could grow with them.
After the brand identity was finalised, I created a logo animation to be used on Fight Front’s YouTube channel and video content. This motion piece brought the brand to life, animating the icon and typography with subtle energy and flow that mirrored the original concept. The animation was crafted to be clean and professional, while still capturing the dynamic spirit at the heart of the brand.
This project was a great opportunity to combine visual identity design with motion, building a cohesive system that worked as well in stills as it did in movement. From early sketches to the final animated mark, I was able to lead the creative process from start to finish and deliver a bold, flexible brand presence that Fight Front could confidently carry forward.