Local MMA fighter, Cal ‘Pacino’ Ellenor, challenged us to create him a new, iconic and effortlessly cool brand or feel the wrath of his sleeper hold. With our lives on the line, we duly delivered, and the ‘Sunderland Strangler’ let us live another day.

The new identity utilises geometric C and P shapes to form a unique mark. It subtly uses shapes from the octagon to form a rigid, strong and powerful looking design that looks great on merchandise.

Thanks for going easy on us Cal, best of luck in your next fight!