iLab ideated, concepted, designed and delivered artwork, branding and a complete line or merchandise for the UFC 12 Heavyweight Tournament Champion, former UFC Light Heavyweight Champion and Cage Rage World Light Heavyweight Champion, Vitor "The Phenom" Belfort.

We explored various logo designs that demonstrated Belfort's power, aspiration and boldness. The bold text displayed his strength and reliability, the sharp lines represented his aspiration to be the best and the slanted text conveyed movement and forward motion symbolic of his attacking prowess. The logo mark represented everything that is behind his every kick and punch. Unstoppable.

Vitor Belfort is an enigma. He lives with the courage of the lion yet with the peacefulness of the lamb leading the way, which was the inspiration behind "the Lion and the Lamb" graphic, the fundamental design element and messaging of his personal brand. We crafted this artwork to be intentionally disruptive, tough and wild yet complementary to his logo mark, which is sporty, polished and sleek in contrast.

Finally, we translated all the brand engineering work to an array of applications including a full line of lifestyle apparel and combat sports gear with an emphasis on facing the challenges of life head-on with confidence and faith-something Vitor refers to as 'Belfort Grit'!