The Undercard Show is a new Thailand-based media channel, focusing on lesser-known, up-and-coming mixed martial arts (MMA) contenders. Expat founder Jeffrey Murphy is deeply immersed in the culture and needed a bold face forward that also reflects the grit, camaraderie and untamed atmosphere of living and training in Phuket.
I researched the pro and amateur MMA industries, getting a feel for their cultures, shared aesthetics, and values. I also connected directly with undercard MMA athletes—dedicated men and women who are always training and living for their next match.
For the Undercard identity, I proposed a shape we could beat up and push around, and that wouldn’t take itself too seriously. I expect (and want) it to be scraped, torn and of course, animated. I found inspiration in 70s action shows, as will as Shinichirô Watanabe’s brilliant animated series, Cowboy Bebop (1998-2001).
As Jeffrey pulls content together, I designed, coded and uploaded a simple (and responsive—different background photos display on different platforms) splash page, and wired the signup form to an email list. Most site users are, and will be, visiting from their phones.
Youtube header image: