21%
Registrations
98%
Engagement
94%
Click Through Rate
Newbreed Jiu Jitsu Federation is one of the largest Jiu-Jitsu organizations in the country, running over 100 tournaments a year for competitors at every level. Built around "Compete. Elevate. Experience.," they bring professional infrastructure to the mat: real-time scheduling, pro scoreboards, and quality venues, anchored by their flagship World Jiu Jitsu Championship each year.
Roles: Brand Strategy, Visual Identity, Advertising, Videographer
Heading into a new season, Newbreed needed a fresh look that could scale across over 100 tournaments a year. The existing material had grown stale and the brand lacked a clear visual identity that honored the tradition of the sport while feeling current. I redesigned their marketing identity across digital and print, building a system flexible enough to handle everything that followed.
Tournament Ads
The old material had grown stale, so a new season called for a new look across social and print. The black and white was deliberate, like an old photograph, stripping the identity down to what the sport actually is: two people trying to prove their skill. Newbreed's role is to be the stage for that moment. The yellow from the brand became the glow of glory, the thing both competitors are fighting toward. Smoke references the incense used in Japanese jiu jitsu. Diagonal patterns replaced older textures to add movement without losing structure.
The system was built to flex: color schemes, competitors, and event details swap easily to cover ten events running simultaneously without losing cohesion.
Triple Crown
The Coastal Carolina Triple Crown needed to feel like a special event, not another tournament on the calendar. I designed the logo and full event identity to carry that weight. The direction leaned into something gladiatorial, competitors fighting for a crown rather than just a result.
Global Grappling Championship
The Global Grappling Championship is Newbreed's flagship event, held in Miami. The identity needed to feel like a destination, something tropical and elevated that matched the scale of what the event is meant to become.
