Onda

MMA’s visual culture often leans heavily into physical intensity and can feel almost intimidating and aggressive. ONDA needed to feel credible within that world while feeling more premium and accessible to all.

The challenge was to balance strength with approachability, while creating an identity flexible enough to move confidently between signage, social content, printed materials and apparel.

I developed a compact custom wordmark from creating a custom font with condensed forms and cutting fine vertical lines through the letters. The dense silhouette conveys power, discipline and cohesion, while the cuts introduce tension, precision and a sense of impact.

in terms of color, scarlet red brings energy and determination, black adds control and weight, white keeps compositions clear, and a soft peach introduces a more human, welcoming dimension. Futura supports the identity with a crisp and versatile hierarchy, while condensed italic headlines create movement across campaign layouts.