Gridiron Labs worked with FXFL Commissioner, Brian Woods, to build a tough east coast brand–worthy of Beantown, the Boston Brawlers. The concept was simple, go way back to the brute boxing legends of the 1910’s and 1920’s and make an identity that's scrappy, raw, tough, with absolutely no frills. Navy, Poppy Red, and white ring in the tradition of New England and align with other sports franchises in this media-rich market.