Mucho creative director Rob Duncan has always been inspired by the Muhammad Ali quote ‘”To be a great champion you must believe you are the best. If you’re not, pretend you are.”
In an attempt to get fit and work out all of the daily frustrations of being a designer, he took up boxing. Then he asked himself, “How can I combine the two things?” Rather than starting to punch his clients, he thought it would be a much better idea to take some other great Ali quotes and illustrate them with typography. Using one font (Knockout, of course!) and one color (black), he went about creating a series of posters that eventually grew large enough to fill an entire book.