Formed in 2019, Great Britain Top Team (GBTT) was co-founded by former UFC star Brad ‘One Punch Pickett’, with the ambition of becoming the leading professional mixed martial arts (MMA) team in the UK. Central to its plans was the launch of a new centre of excellence, GBTT Academy, which would be the new home of the pro team and a mixed martial arts gym for members of the public of all ages and abilities.
With only a logo agreed on, GBTT needed a brand and identity for the Academy, aligned to its vision to set itself apart from the competition and dispel the stereotypes associated with the look and feel of other MMA gyms. To accompany the visual elements of the brand, tone of voice and positioning was also developed to support written comms across social and digital platforms, which formed part of the wider marketing strategy created and delivered by 100AND10% to raise the gym’s profile and build its membership. This also included B2B and B2C PR activity, focusing on industry, sport-specific and local outlets. 100AND10% continues to support GBTT in the design and activation of its marketing & communications strategy.