Fangs out: we take a look at The Negra’s fierce typography-led rebrand for production giant Fight

After more than 30 years in the film industry, one of Latin America’s biggest production companies realised it was time for a change. Their rebrand, led by Buenos Aires and New York-based studio The Negra, addressed a crucial business challenge – despite their impressive legacy, Fight (formerly Fight Films) struggled to attract fresh talent who were instead choosing younger, more modern agencies, pulling top directors away. Operating across five countries throughout Latin America and Europe, the company needed more than just a visual refresh. “They realised they needed a cultural shift, and they wanted a fresh brand identity to be the catalyst for that,” explains Co-founder & Director Sebi Sánchez. “Fight Films was an agency of doers – they are a global scale production company that puts their body and soul into their work. Their name and tagline ‘Fight with us’ spoke to the company’s action-first mentality, but their brand wasn’t living up to that task.” The first bold move? Dropping ‘Films’ from their name. While Fight is, at its core, a production company, the team at The Negra saw an opportunity to lean into how the industry already referred to them. “Everybody, including themselves, was referring to them as ‘Fight.’ So we took advantage of that and created a bold, single-word wordmark.” The name ‘Fight’ remains a call to arms, an invitation to creative battle, but with a sharper, more modern presence.