ONe-on-one
When we launched, bet365 was UFC's only official gambling partner, which meant exclusive access to UFC assets that no other operator could touch. Working with UFC through Drummond Central, we used that access to build the brand and visual identity for ONEonONE, an MMA YouTube channel fronted by Laura Sanko, UFC's first female colour commentator and the only Black belt in the booth.
Her involvement shaped more than just the presenting, her analytical side, the fight breakdowns she's known for, directly informed the graphics we built around her. Dan Hardy featured as a guest, brought in as the face of bet365's UFC content.
MMA isn't tennis or football, it's grassroots, gritty, raw. The design language I used was inspired by video games and films like Suicide Squad — torn poster edges, tape wrapping the frame, high-contrast black-and-white photography against bold red and black. Tape gave us a way to add texture and colour without losing that rawness. That tone carried across the identity, motion language, shoot direction and on-screen graphics.
From early concepting through to final delivery, we were involved across the full production of the channel and even directed a few pieces during one of the UFC London events. Before handing it over to the client to run in-house, ONEonONE had reached 7.5 million views.