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.