Offering a diverse range of brands at great value prices, Dynamic Fightwear has established itself as a leading online MMA store for the UK and European markets. As a group of martial arts enthusiasts and practitioners, the owners combined many years of experience of mixed martial arts and sportswear distribution to offer the most renowned MMA brands, delivered and backed up by first class customer service. JMDM was approached and asked to create a new brand identity, to provide a new look that better reflected their positioning within an extremely competitive market. After presenting a range of viable options, the final route selected is a bold ‘dynamic’ proposal, evocative of strength and power. The new identity was rolled out across a range of printed and digital material, including a new website, company logo design and shop signage.