UFC Rebranding
A 9-month collaborative journey between Troika and UFC culminated at the 2015 UFC Fan Expo, where the completely transformed UFC visual identity was unveiled to thousands of fans – the first since the mixed martial arts organization was purchased in 2001. Fusing Research & Insights, Strategy and Creative, Troika delivered a unified brand that celebrates the UFC position as an undeniable force in the world of sport.


Client: UFC
Creative Director: Gil Haslam
Designer: June Shim

Visual Exploration




System Exploration




Logo System




Promo System





Out of Home




Brand Sizzle

UFC Brand Identity Case Study from Troika on Vimeo.


Cargo Collective, Inc.
Los Angeles, Calif.