—NATIONAL MUAY THAI ASSOCIATION

A Muay Thai Brand on a Mission

Kelly and her husband Rich, a world-class Muay Thai fighter and gym owner, saw a deep need for change in the way young and competitive fighters were trained and provided opportunities in the sport of Muay Thai in the US. They decided to be that change, creating their own organization—The National Muay Thai Association (NMTA)— dedicated to upholding the integrity of the sport and inspire the next generation of fighters.

  01

BRAND STORY

The entire reason for starting this organization was to make change in the sport of Muay Thai in America. As a change-maker and mission-driven brand, it needed to capture the grassroots grit and working-class spirit of an organization built by fighters and families for fighters and families. A brand and mission that puts people and purpose over profits

  02

THE LOGO

The logo begins with the fighter's ring— a simple square used to create an 8-pointed star to represent Muay Thai, known as the art of 8 limbs. The eight sides are also symbolic in the thai tattoo tradition "Sak Yant"——and represent protection from all directions.

It is then combined with American symbols—stars, stripes and the eagle. The final mark is a strong yet symbolic marriage of Thai and American ideas.

  03

DESIGN ELEMENTS

The typography is inspired by old school fight posters that features industrial, handset letterforms.

Icons were created with the 8-pointed star to resemble the flower adornments worn in the Muay Thai tradition.

  04

BRAND VOICE

As a mission-based brand, their message would be one of the most important elements to get right and storytell around how they were challenging the status quo while inspiring a new generation of fighters.

Phrases like "by fighters, for fighters" or "fighting for change" in addition to creating a "Fighter's Fund" and "Fighters First Promise" that demonstrates the brands values and commitment to its mission.