Sunak

When photographer Martín Rivero began practicing kickboxing, he discovered in the sport a source of motivation and fulfillment. Immersing himself fully in that world, he noticed the lack of a strong sports photography offering dedicated specifically to the discipline. That’s when the idea emerged: to merge his two passions—photography and kickboxing.

Martín approached us to help develop his sports photography project, which he would pursue under the pseudonym Sunak, a brand designed to capture the intensity, energy, and rawness inherent to the sport.

From the very beginning, Martín was deeply involved in every stage of the project. The starting point was a clear premise: to develop a powerful and versatile visual identity, capable of adapting to multiple contexts—whether on solid color backgrounds or over complex, high-impact images.

Muay Thai has a strong and easily recognizable aesthetic for those familiar with the world of kickboxing. Drawing from this visual universe, we took inspiration from the distinctive graphic lines of tattoos associated with the sport and began a process of typographic experimentation.

The goal was to design a wordmark in which each letter of Sunak remained clearly identifiable, while simultaneously functioning as a unified graphic composition. In this way, the typography was conceived as a visual form capable of naturally interacting with the aesthetic of Muay Thai, creating a direct, authentic, and coherent connection between the brand and the sport that inspires it.

From this process emerged a powerful, simple, and monochromatic logo, designed to adapt effortlessly to any context or medium. A clear and striking visual signature that gives Sunak the character, presence, and strength the brand needs to establish itself and grow.