Finding the Fight in the Brand
A bold mascot and badge identity for a coach who knew what he wanted, but needed help getting there.
setting the scene
Kyle came to us with energy, ambition, and a head full of ideas. He knew he wanted something strong that felt like him, but everything was still floating around. He wasn’t just after a logo: he wanted a brand he could build on. Something that would work on apparel, in the gym, and out in the real world.
The Problem.
Kyle had no shortage of ideas. Like a lot of people at this stage, that was part of the challenge. He had different directions, styles, and references, but no clear way to bring them together into one identity that actually worked. Without that clarity, it is easy to settle for something that looks decent but doesn’t feel “right.”
The Challenge
The job wasn’t just to design a logo: it was to help Kyle figure out what the brand should actually say. We had to translate his energy into something clear, bold, and usable.
We needed to:
- Narrow down the direction without losing personality.
- Create something that works across clothing and print.
- Build a design that is strong, simple, and recognisable.
Our approach
We worked through the ideas properly. This wasn’t about quick options: it was about real exploration. We looked at different styles and routes before locking in on the breakthrough: the bulldog character.
That mascot gave the brand a centre. It provided the “attitude” Kyle wanted and created a visual hook that could carry across everything he planned to do. From there, we tightened the style and simplified the details. It became less about picking a logo and more about building a direction that made sense.
what we delivered
We built a visual system designed for high-impact use:
The Official Kit: A full logo pack including vectors and social assets so Kyle can use the brand properly, every time.
The Bulldog Mascot: A bold, recognisable character with a strong presence.
The Badge Identity: A secondary logo style designed specifically for apparel and gym gear.
The Variations: Supporting versions for different placements and sizes.
The Result
The result is a brand that finally feels right. Kyle now has an identity he can wear, print, and post with confidence. It is clear, it is strong, and most importantly: it feels like him.
“I had loads of ideas but no idea where to start or finish. Matt had loads of patience and helped me understand brands properly. Now I’ve got a fresh new brand and logo that’s better than I ever imagined. Exactly why I got in touch. I’ve got files for everything I need and more.”
Kyle “Bulldog” williams, Director, bulldog mma
Got ideas but not sure how to turn them into something real? That’s where we come in. We don’t just design logos. We help you work out what you’re really trying to build, then create the tools to bring it to life.
If you’re ready to get it right, get in touch.