GARRETT MARSHALL HILLEGAS
PFL MENA
Making history, PFL MENA (Middle East North Africa) debuted in early 2024 as the region's first-ever professional MMA league. Influenced heavily by the Kingdom of Saudi Arabia, PFL MENA's social media package navigated this new world of MMA in an elegant, fresh, yet practical fashion.
Services
Art Direction & Branding
Client
PFL
Year
2024
With the launch of PFL MENA, professional MMA was entering new territory, specifically a region that takes great pride in its tradition, elegance, and rich culture. PFL MENA's social package needed to reflect these values while working to usher the region into the spotlight for a global sports audience. To accomplish such a nuanced visual language, I and the team worked closely with our Saudi counterparts, leveraging local design agencies and fight promotors to understand the cultural significance of our endeavor, eventually landing on a visual package that's globally accessible, while also visually representative of the region.
To accomplish such a nuanced visual language, I and the team worked closely with our Saudi counterparts, leveraging local design agencies and fight promotors to understand the cultural significance of our endeavor, eventually landing on a visual package that's globally accessible, while also visually representative of the region.
Key Art
Key Art
Educational Carousel
Educational Carousel
With Fight Camp's visual refresh, the series has become a pillar of one of the Professional Fighters League's largest goals - telling athlete stories. Whether it's Saudi Arabia's legendary first MMA event, or this year's global championship, Fight Camp Confidential has been at the front of these storytelling efforts. While the series premiers on premium streaming services, fans around the world get in on the action across social media, reacting to quote cards, video cutdowns, and more.
the front of these storytelling efforts. While the series premiers on premium streaming services, fans around the world get in on the action across social media, reacting to quote cards, video cut downs, and more.
Fighter Roster Reveal Carousel
Fighter Roster Reveal Carousel
Fighter Stats | Roster | Match Up
Fighter Stats | Roster | Match Up
Creating new visual packages across the Professional Fighter's League's multiple regions has been a uniquely fulfilling challenge. Creating numerous localized visual systems based on the same informational structure has been an intense exercise in creating variation. While all the PFL leagues are functionally the same within the business, their fans are all unique. Identifying distinguishing characteristics, leaning into local culture, and pushing a fresh visual concept while keeping the same functional footprint has been a uniquely challenging endeavor, especially for a region as complex as MENA.
While all the PFL leagues are functionally the same within the business, their fans are all unique. Identifying distinguishing characteristics, leaning into local culture, and pushing a fresh visual concept while keeping the same functional footprint has been a uniquely challenging endeavor, especially for a region as complex as MENA.
Fight Cards
Quote Cards
Fight Cards
All Projects
Social Banners
Social Banners
