FightCamp is the world’s premiere in-home boxing app that combines state-of-the-art technology with gamified learning from professional boxing trainers. After several years of success the FightCamp founders were ready for their brand to reflect the rich history of an artform that had been changing lives for generations- theirs included. Our challenge was to prove legitimacy with embrace the heritage of the sweet science of boxing while maintaining a broad appeal for people new to the sport.

In close collaboration with the founders we undertook a Full-Service rebrand- from brand strategy through to copywriting and video production. We shifted the FightCamp brand strategy from being purely fitness and results driven (which was the position taken by the majority of fitness apps on the market) to embracing personal growth, confidence and empowerment- the classic benefits of learning a combat sport.