Project Situation

In March 2024, Matthew Siddle, an entrepreneur co-founder of Supa Phat, approached Create Discussion, a brand and marketing agency, seeking expert advice and logo design services for his budding martial arts brand. 

Supa Phat wasn't starting from scratch; instead, it required a fresh perspective. Our challenge? Rectify the current logo and develop a brand that would stand out in the competitive and rapidly evolving fighting industry. 

At Create Discussion, we thrive on strategic thinking. We gave Matt and his partner, Adam Bailey, WBC and ISKA World Middleweight Muay Thai Champion and Head Coach of the Australian National Team, a clear proposition. We'd tackle the branding and logo redesign, but only if we could develop a brand strategy. A brand without a strategy is just a guessing game, and in both branding and fighting, guessing is not an option.

THE CHALLENGE OF REBRANDING IN THE FIGHTING INDUSTRY

Supa Phat had previously relied on a quick-fix logo and informal advice. The goal was to refine the brand’s image and position it for long-term success in the Muay Thai and martial arts community, a niche with a dedicated following akin to "cult-like" loyalty 😉.

Matt emphasised the importance of standing out in the community, focusing on high-quality gear like gloves, wraps, and pads. The brand also sought to address overlooked needs in the market, particularly for women athletes.

Project Solution

CREATE DISCUSSIONS STRATEGIC APPROACH TO BUILDING A BRAND IDENTITY

Our approach always begins from within. The best and most enduring brands are not just about logos and visuals—they’re a reflection of the founders' purpose, passion and drive.

We began with understanding the story of Supa Phat, before doing any brand work, let alone visual developments. For Supa Phat, this meant diving deep into their goals for both the business-to-business and direct-to-consumer markets.

Understanding what marketing segments they should be communicating with, and what the message is.

By focusing on Supa Phat's brand story, we crafted a brand strategy that was tailored based on their shared passion for martial arts and helped them address the market's need for high-quality, versatile fighting gear.

The goal was to launch quickly, so we took a streamlined approach to our tailored branding process, that allowed Supa Phat to develop a new brand strategy and improved brand identity within their critical deadlines.

CREATING A SCALABLE BRAND STRATEGY FOR SUPA PHAT

Supa Phat required a cohesive, distinctive brand presence that would evolve over time, especially as the business focused on refining and releasing new products like gloves, wraps, and pads. To ensure consistency, we developed multiple iterations of the logo and branding elements. This was crucial for ensuring that the brand would work seamlessly across all mediums.

We experienced a few challenges with the consistency and quality of Supa Phat's logo in print production. However, through close collaboration with their team, we were able to overcome these obstacles and ensure the brand was presented to the highest standard. Doing so through creating a suite of logos for the Supa Phat team to utilise.

Consistency in brand identity is essential for long-term success. And that's what was a driving factor in ensuring that Supa Phat's newly developed assets remain distinctive and flexible enough to grow with the business.

CONCLUSION – SCALABLE BRANDING FOR A GROWING MARTIAL ARTS BRAND

Through our strategic insights, collaborative process, and a deep understanding of Supa Phat’s core vision, we delivered fresh, versatile branding.

Not only did we provide Matt and Adam with a distinctive logo, but we also laid the groundwork for a lasting, scalable brand strategy that positions Supa Phat to thrive within the competitive fighting and martial arts industry.

With their brand presence now fully aligned with their values and goals, Supa Phat is ready to evolve and succeed in the market, offering high-quality, specialised gear for dedicated athletes.

Need help with your branding project? Get in touch with us today.

Project Deliverables

1.Logo redesign and rectification

2.Brand Strategy development

3.Brand Identity development

4.Brand guidelines (logo usage, typography, colour specifications)

5.Scalable brand logos for gear and apparel

6.Brand assets for print and promotional materials

7.Expert consultancy throughout the project journey to guide decision-making and ensure alignment with the brand’s goals