“Don’t change that f*ckin’ logo”.

Just one of the helpful pieces of feedback we received while developing a new brand identity for the Irish Athletic Boxing Association, now Boxing Ireland.

And here’s the funny thing about it… it was one of the most useful (and forceful) insights from the project. Boxing is a proud community – proud of their history, proud of their success, proud of their nationality, proud of the work that takes place in clubs up and down the country.

It forced us to really think about doing something that boxing people wanted, and not roll out the latest trend in brand design.

Hence a very proud, very Irish, very-respectful-of-boxing-history brand identity that boxers can carry into the ring at the highest levels of world boxing.

A sincere thank you to everyone who helped to deliver this project, from Liam Neeson (yes, Liam Neeson!) to Olympic Champion Kellie Harrington, to the ambitious project group of staff and board members, to the boxers and coaches around the country who contributed their time to interviews, focus groups and surveys.

And to the gentleman who looked us straight in the eye and said “Don’t change that f*ckin’ logo”, you played an important part, thank you.

Video produced in collaboration with our sister agency Nudge.
Pics by Kieran O’Donoghue.