The Brand Identity

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Buatsi by Soft Power

London-based creative agency Soft Power worked with Nike London to create the brand and accompanying campaign for undefeated light heavyweight champion boxer Joshua Buatsi.

The campaign aims to inspire young Croydon residents by mirroring Buatsi’s lone-wolf ‘IT’S ON ME’ mindset as something they could take ownership of. The logo reflects the duality of his personality and boxing style through a layered typographic approach. The bold sans serif typeface Eurostile represents his strength, while the ‘hand-wrap’ script represents his speed.

Maker by Never Now