HONOUR COMBAT Design & Branding HCC FIGHT NIGHT by Zulu Alpha Kilo

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Canada
Agency Zulu Alpha Kilo
Creative Director Joseph Bonnici, Zak Mroueh
Art Director Mark Francolini, Erick Nielsen
Copywriter Jeremiah Mcnama Sid Lee
Print Production Manager Eileen Smith
Released April 2010

Credits & Description

Category: Posters
Date of First Appearance: Apr 27 2010 12:00AM
Entrant Company: ZULU ALPHA KILO, Toronto, CANADA
Creative Director: Zak Mroueh (Zulu Alpha Kilo)
Creative Director: Joseph Bonnici (Zulu Alpha Kilo)
Copywriter: Jeremiah McNama (Zulu Alpha Kilo)
Art Director: Mark Francolini (Zulu Alpha Kilo)
Art Director: Erick Nielsen (Zulu Alpha Kilo)
Account Executive: Sarah Jue (Zulu Alpha Kilo)
Account Executive: Barrett Holman (Zulu Alpha Kilo)
Print Production Manager: Eileen Smith (Zulu Alpha Kilo)
Client: Kevin Walter (Honour Combat)
Media placement: Poster/Newspaper - City Wide Vancouver, 2000 Postings - April 27,2010 April 27-June15

Describe the challenges and key objectives
While breaking into a new market is always a challenge, particularly with the budget constraints of the project, the posters had to create awareness and convert casual observers into ticket buying fans. With so much heavy lifting, the challenge was to create a fight night poster that effectively communicated our message but still captivated our audience. We wanted fans on the street to rip down these posters and put them up on their wall.

Describe the brief from the client
Mixed Martial Arts has been growing in popularity throughout the world and Honour Combat Championships was conceived to give similar leagues in the sport a run for their money. Due to the roughness of the league, and the need to create a distinctive style to separate the league visually from their competition, the brief from the client closely followed the mantra of the sport – pull no punches.

Describe how you arrived at the final design
It was essential for us to convey our message in a way that had never been done. No pictures of the fighters, no ‘vs.’, or verbal puns. We wanted to graphically dissect the emotion of the sport and where we landed was created out of the voice of the sport - visually raw and emotional. Most importantly, the creative captures visually what it would feel like to step into the ring and get the crap kicked out of you.

Give some indication of how successful the outcome was in the market
The Honour Combat Championships event, which is their premier event, has sold more tickets than any other MMA event in Canadian history. Without any previous brand recognition or guaranteed following, Honour Combat Championships has now shattered all their expectations out of the gate and have paved the road for a continued following.