CONUNDRUM SPORTS LINE

Role: Creative Direction, Branding, Identity Design

The brief called for a brand that reflected both boxing culture and the idea of a conundrum. I developed the identity around the "¿!?" motif, using it as a visual expression of tension, uncertainty, and impact. Embedded throughout the identity system, the motif reinforces the balance between confidence and unpredictability that defines both the brand and the sport, rewarding closer inspection with a subtle layer of meaning.