Town vs Gown
January - February 2025
Full Communications Strategy • Visual Identity • Photography
Town vs Gown is an annual boxing show, hosted at the historic Cambridge Union by the Cambridge University Amateur Boxing Club. This electrifying event pits university boxers against local talent, celebrating the grit, discipline, and resilience of Fighters who’ve endured intense trials and a gruelling winter training regime.
Anticipation
Leading up to the show, Brie built anticipation as a core communications strategy. From crafting nostalgic throwbacks to last year’s boxers in the announcement posts, to individually crafted, one-of-a-kind posters for each boxer, every detail was designed to spark excitement and build emotional investment ahead of fight night.
Unforgettable
The visuals of the individual posters used bold colours, dynamic design, and a sense of vibrancy to match the energy of the event. For many Fighters, it was a surreal, once-in-a-lifetime experience. The creative direction captured the feeling of pride, nervousness, and an unforgettable experience.
The Essence of Dedication and Reminiscence
The photography of Town vs Gown captures the raw grit of the boxers in the ring, yet is softened by muted colours and a subtle visual veil that evoke moments of reflection and looking back during their downtime. Beyond the thrill and celebration, these images offer heartfelt snapshots that invite the boxers to truly reminisce on their journey, the highs, the lows, and everything in between.
