The Negra successfully rebranded the production company Fight by incorporating a fierce typography-focused identity that reflects both its legacy and modernity. The new design features a custom wordmark with fangs integrated into the letterforms, symbolizing the agency's fighting spirit while utilizing a dual typeface approach to convey strength and continuity. The structured grid system ensures visual consistency across various platforms, solidifying Fight's position as a dynamic force in the industry.

The term "rebrand" has become increasingly unpopular among design studios and clients, often avoided due to its association with significant business changes and negative connotations. Designers are now opting for terms like "brand refresh," as the word "rebrand" elicits fear and controversy, especially following high-profile cases that have generated public backlash.