Asher Derbyshire.

Company: Audience Design
Creative: Ollie Moon, Squid Kelly

Professional boxer, and current NZPBA Cruiserweight Champion, Asher “The Punisher” Derbyshire approached Audience Design to design a professional, memorable and striking brand.

His problem was that he was moving into the professional realm of boxing, where egos are often bigger than the pay cheques, and required a brand to distinguish himself from the rest of the competition. The brief was to match the look and feel of a “successful” boxer, show that he was proud of being from Wellington, and something which his support team would proudly wear down the street.

We worked closely with Asher, guiding him through the idea generation process, creating plenty of sketches and mock ups until we came to a result which everyone were happy with.

The strong shape, matched with the gold colour brings along the look of success and strength.

After the brand was set, a social media plan was put in place so that Asher could start communicating to his support team and keep them up to date with the latest fight results. Banner and header images, along with a video were created to help boost the Asher brand and online presence.