Redefining Amateur Boxing’s Olympic Future

World Boxing and Liverpool City Council
Welcome to our corner

Ambition
At a critical moment for the sport, the newly formed World Boxing needed a brand that captured the prestige and spirit of elite amateur boxing. With the inaugural World Championships in Liverpool its biggest event to date, the identity had to reflect a new era for the sport and support World Boxing’s mission to secure its Olympic future.

Insight
Amateur boxing is about skill, discipline, and artistry. The Championships needed to embody integrity, inclusivity and excellence while welcoming athletes and spectators from every corner of the world. Liverpool’s warmth, community pride and rich boxing heritage made it the perfect stage to showcase elite competition in a friendly, inspiring way.

Idea
‘Welcome to our corner’ celebrates Liverpool’s culture and boxing legacy. Gold accents and a medal/boxing ring-inspired graphic device convey prestige, while confident, inclusive messaging and a full brand toolkit deliver a consistent, premium experience.

Impact
The identity gave the championships a clear, confident identity, distinct from the clichés of the sport making visitors feel at home and setting a new benchmark for how amateur boxing can be presented on the world stage.

“Continuous approached this project with the strategic rigour, creativity and partnership we needed. Their work has given us a brand identity that reflects the ambition of World Boxing and the prestige of the Championships, while capturing the inclusive and welcoming spirit we want every athlete, fan and stakeholder to feel in Liverpool this year.”
John Muddeman – Event Director, World Boxing

“When we bring events to Liverpool, the city takes ownership and says, ‘This is our event and we’re proud of it’. That pride and passion has been shared with the world, while still making sure the event is for everyone – from local communities to boxers, officials and international federations. That balance is what has made this championship feel so special, and different to other events on a similar scale.” – Jen Falding – Head of Major Sports Events, Liverpool City Council