The Ring Case Study

The Ring Magazine has been the voice of boxing for over a century, celebrated as the “Bible of Boxing” and an icon in the sport’s culture. In 2024, under new ownership, the brand set out to reassert its legendary status with a refreshed identity that could resonate with a new generation of fans while staying true to its heritage. To achieve this, they partnered with us to craft a sonic identity that would capture the grit, drama, and glory of boxing and bring The Ring’s storied legacy to life in sound.

The brief was to create a sonic identity that matched The Ring’s legendary status in boxing while connecting with a new generation of fans. The brand needed a powerful and iconic sound that could flex across every touchpoint, from editorial content and podcasts to live events and digital platforms. At the heart of the brief was the creation of a bold brand anthem and a distinctive sonic logo that would capture the raw energy, grit, and authority of The Ring.

Our strategy was to translate the drama, grit, and heritage of boxing into a sonic language that could work across every platform. We began by identifying the brand’s core attributes: legendary, raw, unapologetic, and authoritative, then built a sound world around them. The brand anthem was designed to carry cinematic weight and emotional impact, while the sonic logo distilled the essence of the sport into a single powerful moment. By anchoring the identity in the universally recognised sound of the boxing bell, layered with bold textures and crowd energy, we created a signature that is instantly iconic and versatile enough to unify The Ring’s presence across app, podcasts, social, and live events.

Creatively, we set out to capture both the spectacle and the spirit of boxing. The brand anthem combines cinematic strings, bold brass, and driving percussion to evoke the grit, tension, and glory of the sport. At its core is the sonic logo, built from the unmistakable sound of a boxing bell fused with a deep bass drop, fizzing synth, and the roar of a live crowd. This balance of authenticity and drama gave The Ring a sound that feels timeless yet modern, delivering a powerful audio signature that fans can instantly recognise across every touchpoint.

The Ring’s new sonic identity is now woven throughout the brand’s ecosystem. It drives the energy of their podcasts, adds impact to live events, and gives consistency to digital and social content. Fans experience it across the website, app, and video content, where the anthem and sonic logo reinforce the brand’s authority and legacy. By activating the identity across every platform, The Ring now speaks with one unified voice that resonates with boxing fans worldwide.