Disrupting the tired and ineffective
world of sports agents

Klutch Studio X DEFY – Business cards


The world of the sports agent is full of many tropes and negative 'Jerry Maguire' stereotypes. DEFY has the ambition to disrupt this tired and ineffective world through being a challenger brand built around innovation and technology, to help elite athletes manage their multi-lifecycle careers. Our role in this ambition was to help DEFY through a full brand origination project; to devise a brand strategy, create a company name and completely new identity, values and brand assets.

Manifesto for DEFY by Klutch Studio


Through a series of workshops, we took DEFY on a strategic and creative journey to uncover insights that would lead to a compelling, differentiated and distinctive Brand Strategy. This in turn led to a Creative Proposition and a number of naming options, culminating in DEFY being chosen as the new company name. We also supplied a strapline, Talent growth, not talent management, brand manifesto, brand values, custom logo, typography, imagery and asset templates.

Klutch Studio X DEFY – Logo closeup
Klutch Studio X DEFY – Logo and tagline
Klutch Studio X DEFY – Grid


We achieved a highly differentiated and bold, new brand positioning and identity for DEFY, that achieved the aim of challenging the status-quo of the industry. This new name has become synonymous with a highly skilled team that has already signed top Premier League players and will be branching out into other elite sports in the very near future.

Klutch Studio X DEFY – Brand Guidelines
Type for DEFY
Klutch Studio X DEFY – Social tile
Klutch Studio X DEFY – Poster mockups
Klutch Studio X DEFY – Screen
Klutch Studio X DEFY – Waterbottle mockup
Klutch Studio X DEFY – Posters