Design for real warriors — how 9 Pandas designed website for bare-knuckle fights promotion TOP DOG
In our case for the TOP DOG bare-knuckle fights promotion we have developed a creative design concept for their website that conveys the core elements of the TOP DOG brand (Aaker, 2012) — «masculinity», «excellence», «the way of the warrior», «rivalry» and «fortitude», and its positioning — every «street dog» can come and become a fighter. The reference of the creative idea is the movie Snatch directed by Guy Ritchie which is extremely popular among the target audience.
In addition, we have developed for each fighter individual graphic signs-symbols that metaphorically reflect the specificity of their fighting path — TOP DOG in marketing communications focuses on promoting personalities of fighters telling their stories and finding the internal and external drama that stands behind the battles so that the audience was more interesting to watch the fights. Moreover, we have made individual backgrounds for locating in front of them images of fighters — it strengthens the associative connection between the fighter, his unique history and increases the overall atmosphere of the underground nature of TOP DOG sports events.
The proposed design solution has a target instrumental value, differentiates the TOP DOG brand and increases its significance for the audience. More information about the creative design concept you can find on Behance.