PFL World Tournament: Brand Development
Brand Identity + Graphics Package
Strategy
Innovation
Creative Producer
Creative Direction
Creating the visual future for the Professional Fighters League
PFL World Tournament: Brand Development
Led the creative direction for the new brand identity and graphics package for the PFL World Tournament.
Client
Professional Fighters League
Released
Project Type
Brand Identity + Graphics Package
Timeframe
4 Months
PFL World Tournament: Brand Development
Overview
The PFL was launching its new World Tournament broadcast and needed a fresh graphics package that would set it apart from the competition. They were looking for a bold, 3D-heavy visual design that still stayed true to the core identity fans know and love about the PFL.
As the Creative Director, I led a one-month concept development phase followed by a three-month execution process to bring the new package to life. We created and delivered over 100 custom graphics for broadcast, brand integration, and promotional content.
PFL World Tournament: Brand Development
The Challenge
Throughout the design process, it was clear that the PFL wanted a graphics system centered around bold, 3D visuals—especially for the fight clock and key broadcast elements. They also emphasized the importance of showcasing the global nature of the tournament, highlighting fighters from around the world. Most importantly, the bracket needed to feel like a central character in the storytelling, driving the narrative from fight to fight.
When we began this process with the PFL, the tournament structure and overall narrative were completely different. The graphics we were initially developing, while still aligned with the PFL brand, were tailored to an entirely different product, which required us to pivot quickly once the new World Tournament format was finalized.
PFL World Tournament: Brand Development
The Solution
We created the slogan "ONE SHOT" to capture the high-stakes, win-or-go-home nature of the tournament. The phrase became a unifying theme, woven throughout the brand campaign and embedded across the entire graphics package.
PFL World Tournament: Brand Development
The Results
The client was thrilled with the final result, and fans across social media praised the graphics package for its modern, sleek look. In total, we delivered over 100 custom graphic assets spanning the broadcast, brand campaign, and additional promotional spots.
