My Role
Lead Brand & Motion Designer
Design Agency
AK Creation I Fightstar Digital
Capabilities
Art Direction, Brand Activation, Brand Experience Design, Brand Expression, Branding Identity Design, Design Direction, Design Systems, Strategic Branding & Strategic Design.
Industry Sector
Sport
The Brief
Creating a Branding Identity For A 2 X Muay Thai World Champion.
Dan McGowan is a professional Muay Thai fighter, the UK’s number one JR Featherweight and two time World Champion. He is one of the first and finest non-Thai fighters to be sponsored at the World renowned Petchyindee Academy, a multiple Muay Thai World Champion and a veteran of numerous fights in Thailand’s elite stadiums of Lumpinee and Rajadamnern.
The Solution
A bold, unified and distinctly disruptive Muay Thai sports branding identity system for champion fighter Dan McGowan. The brands marque designedly unifies the ‘DM’ (Dan McGowan) initials to form in a clenched fist formation, efficiently conveying the essence, lifeblood and raw expression of the Muay Thai sport, working intuitively across multiple brand touch-points through a defined visual system.
The brand’s use of Celtic green in balance with black and white amplifies the athletes Celtic heritage, integral to the brands DNA, an overall look and feel which challenged the the conventions of Muay Thai sports graphics.
An ambious attitude driven motion and typographic system gives voice to the spirit of the Muay Thai sport, art direction creates an immediate, vigorous and accessible feel connecting the athletes fanbase globally through the brands expression across platform.
Brand Mark
Website Design
Motion Ident Artwork
Experimental Motion Ident Style Frames featuring Photographic Content
Experimental Motion Ident Style Frames Typographic Focussed
Social Media Design
T-Shirt Apparel
