Raising the profile of a charity for a global audience.

  • The Brief

    Fight For Peace

    To mark their 15th Anniversary, we were commissioned by Fight For Peace to overhaul their brand, communications and website ahead of the 2016 Olympic Games, where they will also be one of the charity partners of Team GB. As a non-governmental organisation based in Rio de Janeiro, the new brand needed to have sufficient gravitas and appeal for supporters across the globe – from the favelas of Rio to the estates of suburban London and the townships of South Africa, whilst also allowing it to grow into a world renowned charity that their partners would be proud to be associated with.

  • Industry Sectors



    Art DirectionBrand GuidelinesBrand IdentityCopywritingDigital CollateralPrint CollateralWebsite Design

Fight For Peace (Luta Pela Paz in Portuguese) uses boxing and martial arts as a platform to give young people in communities affected by crime and violence the opportunities to realise their full potential. The ‘Fight for Peace’ name is a juxtaposition, much like the boxer that can show aggression in the ring that is completely removed from their everyday demeanour. After a hugely successful 15 years, it was clear that Fight For Peace needed to evolve, rather than completely revolutionise, their brand.

We had a great understanding and working relationship with the founder – Luke Dowdney MBE. Having grown the charity from humble origins into an organisation that operates across 25 countries with over 140 people worldwide, we knew that it was vital to embrace Luke’s insight, passion and vision for the future of Fight For Peace. In 15 years, Fight for Peace has transformed dramatically – from a project with just 15 young people in Complexo da Maré, Rio de Janeiro to a group of international NGOs with a methodology that expands across four continents – supporting almost 3,000 young people each year.

The original identity was greatly loved by supporters of the charity. Having never changed the logo since its inception in 2000, we were aware of the sensitivities surrounding any sort of rebrand – so we set about embracing all that was good about it, whilst carefully redesigning everything else from scratch. The central icon needed to work for all of the Fight For Peace sports – Boxing, MMA, Muai Thai, Wrestling, Judo, Brazilian Jiu-Jitsu, Taekwondo and Capoeira – whilst also appealing as much to girls as to the boys that they support. The logotype needed to read equally well in Portuguese as it did in English – and particularly at smaller sizes and on screen. With all of these things in mind, we worked through a number of options and iterations – constantly refining the shapes so that the finished logo was one befitting a truly global charity. Its circular shape enables it to communicate bilingually – with two versions that switch prominence of the language depending on its location, and with a central character that is at once inspiring, uplifting and universally appealing.

We then set about creating a style for key brand assets like hero imagery, iconography, messaging and colour palette. This was all detailed in a comprehensive brand guidelines that allowed us to consistently roll out the new brand across all channels – from sub-brand identities, exterior signage, through to advertising and apparel. The Fight for Peace website has also been completely revamped – making it more modern, innovative and informative. With our design and build of a bi-lingual, fully responsive website and blog portal, visitors to the site can find out about the Fight for Peace methodology, programmes offered, results achieved, and testimonials from the young people who have helped the growth of Fight for Peace over the years. There is also an area for individual and corporate donations.

With a dynamic new brand firmly in place, and with the Academies in Rio and London, Fight For Peace is also celebrating the expansion of its methodology in other disadvantaged communities around the world. Through its Global Network the Fight for Peace methodology is now present and active across 25 countries, with 135 trained partner organisations and around 250,000 young people being reached.


“The growth of Fight for Peace demonstrates that we are on the right track. We started with just 15 young people in Complexo da Maré, Rio de Janeiro in 2000, and are now a global NGO with a methodology that expands four continents. Fight for Peace exists to support young people in communities affected by crime and violence by creating opportunities and helping them access existing ones. Our new brand and website will allow us to reach more people, more quickly – and we’re now incredibly excited to continue our global fight with confidence that we have a brand that reflects our vision.”  Luke Dowdney MBE / Founder & Director of Fight for Peace