AIBA

Brand Communication
The complete visual identity, event branding, and production for the 2018 Youth Boxing World Championship held in Hungary.
Industry experience
International Amateur Boxing Association (since 1946)
Services
Brand Design
Communication
Strategy
Industry experience
International Amateur Boxing Association (since 1946)
Services
Brand Design
Communication
Strategy
Date
2018

The story

We were commissioned by the AIBA organization to create the visual identity for the boxing championship. The task was interesting because AIBA used their own bull as the theme iconography. We wanted to have a more intelligent communication approach, so we came up with a concept: Since we manage the brand of the world-famous Hungarian invention, the Gömböc, we brought in its physical content with the idea that the real champion is the one who stands up after defeat. Just like the Gömböc, which always stands up. The concept was accompanied by a heroic visual world with analog and digital body paintings on our own champions, stylizing and rewriting the Gömböc’s iconic side feature into a picturesque symbol. The concept was such a success in the international AIBA sports federation that they allowed the modified visual identity for the championship.

The details

The Gömböc is a mathematical invention, essentially like a homogeneous Jack-in-the-box. Its geometry is described by the inventors in such a way that it always stands on its base. The application of this concept was the visual basis for the World Championship’s identity. The side view of the Gömböc creates a drop-like shape, and the event’s visual identity was developed with its tonality and strong lines. 

Our company was responsible for designing and managing the production of all visual details, including giant billboards, city light campaigns, necessary photography, event decorations, badges, awards, and merchandise.