The challenge
When Julien Leblanc signed with the UFC, he joined the biggest stage in combat sports. But his digital presence didn't match the moment. He had social media, but no official website — no central hub where sponsors could evaluate him, media could grab assets, and fans could follow his career.
In professional MMA, your online presence directly impacts your earning potential outside the octagon. Sponsors, media outlets, and brand partners all check your site before reaching out. No site means no credibility, which means money left on the table.
Brand strategy
I positioned Julien's digital brand around three pillars: athletic credibility, bilingual marketability, and professional polish. The Gatineau-based fighter competes internationally but speaks to both francophone and anglophone audiences — a rare advantage that needed to be visible immediately.
The brand identity draws from combat sports aesthetics without falling into genre clichés. No skulls, no flames, no aggressive typography — instead, a clean, modern system that photographs well, scales across media, and signals that Julien is a serious professional, not just another fighter with an Instagram account.
The site
The official site was designed as a multi-function hub:
- Fight record — full professional history with stats, outcomes, and event details
- Sponsors section — dedicated area showcasing current partners with a clear "Become a Partner" CTA for new inquiries
- Media kit — downloadable press photos, bio, and highlights for journalists
- Bilingual content — full French and English versions, reflecting Julien's bi-market appeal
- News & updates — fight announcements, training camp updates, and career milestones
Technical approach
The site is built for speed and visual impact. Fight-night audiences create unpredictable traffic spikes, so performance under load was a priority. I used a static architecture with optimized assets to ensure the site loads in under 2 seconds regardless of traffic volume.
The design is mobile-first — 80%+ of combat sports fans consume content on their phones, often during live events. Every element was designed for thumb-friendly navigation and quick information access.
Impact
With julienleblanc.ca live, Julien now has a professional foundation for every sponsorship conversation, media inquiry, and fan interaction. The site serves as the canonical source for his career information and the first stop for anyone evaluating a partnership.
The bilingual structure is particularly valuable in the Canadian market, where sponsors often need to reach both language communities — having a fighter who already presents professionally in both languages is a tangible selling point.
Building a personal brand for an athlete, creator, or public figure? I'd love to hear about it.