In 2023, the International Mixed Martial Arts Federation (IMMAF) partnered withUni4m to craft the event branding for their premier competition, the MMA World Championships, held in Tirana, Albania.
With five years of experience working alongside IMMAF, Uni4m was perfectly positioned to deliver visually captivating key artwork designed for seamless adaptation across digital and physical branding activations.
The Client
IMMAF is the sole international governing body for MMA recognised as a WADA Signatory. Established in 2012, the organisation unites over 120 member federations worldwide, striving to gain recognition for MMA within the Olympic movement. IMMAF collaborates with prominent partners, including UFC (TKO Group), BRAVE Combat Federation, and RDX.
The Objective
To conceptualise and produce the key artwork for the 2023 IMMAF World Championships, celebrating IMMAF’s 10th anniversary. The branding would serve as the centrepiece for digital and physical activations, extending to comprehensive venue dressing to elevate the event's prestige.
The Plan
The IMMAF World Championships are synonymous with fostering future stars of MMA, many of whom go on to achieve global acclaim in major promotions. For the federation's 10th anniversary, Uni4m developed the central motif of “Where Stars Are Born” to honour IMMAF’s legacy as a launchpad for rising talent.The project encompassed:
Key Artwork Design: Crafted for widespread marketing use, including digital platforms (social media, website) and physical branding.
Venue Dressing Package: Delivered an immersive branding experience across the venue, including the medal podium, mix zone, sponsor banners, and cage canvas.
‘Entrance of Champions’ Concept: Created a striking branded walkway leading to the venue, incorporating flag designs that highlighted IMMAF’s identity and sponsors.
The Outcome
Uni4m brought the “Where Stars Are Born” vision to life through a stunning cosmic design featuring stars and a universe theme, symbolising the ascent of MMA athletes. In place of a traditional fight poster, which often features current athletes, we celebrated IMMAF’s rich history by showcasing its most iconic alumni, underscoring the federation's role in developing future champions.
This cohesive branding extended to the venue, delivering a high-quality look and feel across all activations. The ‘Entrance of Champions’ added a dynamic, visually impressive element, aligning IMMAF’s identity with the event's global prestige.
The Metrics
The 2023 IMMAF World Championships was a standout success, with the branding campaign playing a pivotal role in driving engagement. The event attracted substantial local interest and achieved record-breaking digital performance metrics, further solidifying IMMAF’s reputation as a leader in the MMA world.