Probellum launched as a new force in global boxing promotion, operating across multiple territories and running a content calendar that moves at the pace of the sport, fighter signings, fight weeks, results, press conferences, announcements and more.

The brief was to establish the initial social media identity from the ground up, a visual system that could hold up across every content type, give the wider team a framework to work within, and communicate the brand's ambition from day one. The resulting identity, built around black-and-white photography, bold flexible typography and Probellum's signature orange, formed the foundation for the brand's entire digital presence.