Following UFC’s brand refresh in 2015, 2016 brought a whole new level to the look and décor. The system featured some of the sports biggest stars and most iconic moments in recent history. Dramatic photography and bold typography treatments extended the more refined new look of the UFC brand. The system included many nods to the global reach of UFC and emphasized its recent explosion into more mainstream popularity.

Infinite Scale worked with the UFC to introduce their newly updated brand during Fight Week. The challenge was to stand out in the visually busy atmosphere of Las Vegas with strong, impactful brand hits. At the Fan Expo, bold fighter imagery and super-sized graphics transformed over half a million square feet of exposition space into the Ultimate Fan Experience. This experience was shared by 20,000 fans representing 51 countries around the world.

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