Fight is one of Latin America’s biggest production companies, thirty years deep and working across five countries in Latin America and Europe. But their legacy had started to work against them: fresh talent and top directors were drifting toward younger, more modern agencies, and a brand built on the spirit of «Fight with us» no longer looked the part. They didn’t need a refresh, they needed a cultural shift, with a new identity as the catalyst.

We built the new identity out of what was already there. Everyone, the team included, had long dropped the «Films» and just called them Fight, so we made that the name: one bold word, a call to arms. Then we took the tiger from their old mascot, a symbol the founders loved but that had lost its bite, and worked its fangs straight into the letterforms. The fighting spirit wasn’t invented, it was uncovered in what Fight already had.