Antwyn Jackson
Project Overview
To create an editorial-style content brand that blends visual polish, strategic storytelling, and MMA credibility — with the goal of long-term monetization and creative impact.
Who was it for?
A personal creator brand launched by myself and my wife — blending our UX/UI backgrounds with our shared passion for MMA. The goal was to create a polished, monetizable platform that merged journalistic integrity with fan-first storytelling.
What problem were you solving?
The MMA media landscape was oversaturated with unrefined talking heads and lacked credibility from mainstream outlets that didn’t fully understand the sport or its culture. We saw an opportunity to fill the gap: a content brand that looked as sharp as it sounded — rooted in deep MMA knowledge, but packaged for modern audiences.
Goal
What I Owned
- Branding & visual identity
- Strategy & content planning
- Video essays (short-form documentaries written, produced, and edited)
- YouTube Shorts & Instagram Reels for storytelling and promotion
- Video editing & graphic design
- Content writing & scripting
- Audience development
- Social media marketing
- On-camera personality
What I Collaborated On
- Live stream production & co-hosting
- Podcast episodes
- Guest features on other MMA YouTube channels
- Community engagement & cross-promotion
Tools, Timeline & Collaborators
- Tools: Figma, Canva, CapCut, Adobe Premiere Pro, Photoshop, Notion, Envato, Epidemic Sound, YouTube Studio
- Timeline: January 2023 – Ongoing
- Collaborators: Too numerous to name — a rotating cast of creators, fighters, and fans who’ve helped shape the brand through content and conversation
The Process
Design
Validation
Tube Buddy
TubeBuddy gave me insight into how similar channels were performing — from CTR and tag usage to video optimization strategies I could learn from or improve on.
Google Trends
I used Google Trends to track which fighters, events, and topics were gaining momentum — helping me time videos around peaks in fan interest.
VidIQ
VidIQ helped evaluate keyword strength and SEO potential, letting me validate titles, thumbnails, and topics before committing to production.
Insight
Fans weren’t looking for more picks or hot takes. They wanted well-researched, high-quality videos that respected the sport and invited thoughtful dialogue.
The strategy was grounded in six areas:Strategy, Inspiration, Creators to Emulate, Leaders in the Space, Structure, and Monetization.
We kept costs lean but professional, knowing we could scale later. Before launching, we tested our stream and video content with a small focus group to gather actionable feedback and refine our approach.
Design
Validation
Design
Validation
- Concept and Thesis
Figjam/Word/Notion
Every video starts with a question worth answering. Whether sparked by fight culture, fan commentary, or pure curiosity, the thesis anchors the idea — guiding everything that follows.
- Visual Planning
Notion/Print Material
Whether pulling from fight footage or diagramming data, visual planning brings abstract ideas to life. Inspiration often comes from outside the screen — infographics, books, even classic film.
- Thumbnail Design
Canva/Figma
Before a word is written or a frame is edited, the thumbnail comes first. It helps simulate the viewer’s journey — testing the hook visually before committing to the story.
- Video Recording
Riverside
Recording is done with purpose — either from a tight script or guided talking points. Using Riverside, high-quality audio and video are captured with the flexibility to adjust tone in the moment.
- Final Review
Capcut/Youtube/Buzzsprout
Every video gets multiple reviews — watching for flow, trimming excess, refining the title, and prepping captions. From there, it’s uploaded, optimized, and released to the audience.
- Outline → Script
Word/Docs
From rough bullets to full narrative arcs, scripting ensures the story flows with clarity, curiosity, and tension. Every outline is designed to support a strong hook and a thoughtful conclusion.
- Editing → Effects
Premiere Pro/After Effects/Capcut
This is where story meets rhythm. Long-form edits start in Premiere, then pass through CapCut or After Effects for motion graphics and final polish. Each frame is built to hold attention and deliver clarity.
We also measured success through community resonance — from frequent DMs and positive comments to creators quoting our videos during livestreams.
Subscribers
Grew the channel from 650 to over 7,500 subscribers by focusing on polish, storytelling, and consistent audience value.
Watch Time
Increased average watch time from 32% to 49% by tightening hooks, pacing, and visual engagement.
Engagement
Boosted average comments per video from 5 to 30+ by delivering content that invited response.
Design
Validation
This project also opened the door to new interviews and collaborations with John Morgan, Max Griffin, and Kevin Iole — expanding our reach and reputation in the MMA space.
Notable Feedback:
“If it weren’t for Jax, I wouldn’t have ever had the courage to go on camera.”
— Fight Night Frankie
“Jax inspired me to give my perspective.”
— Crossover MMA
“He’s like a wizard with edits.” — SDawgsMMATalk
- Staying intentional in a space obsessed with speed.
- We intentionally avoided fight picks, gambling talk, and fight recaps — not because they’re easy, but because they’re overdone. Instead, we leaned into what others overlooked: storytelling, data, context, and polish.
- We chose quality over quantity, knowing that evergreen content builds long-term value. We chose authenticity over algorithm-chasing, and creative partnership over solo grind.
- One of our best decisions? Letting go of a rigid content schedule and choosing creative integrity instead.
Growth isn’t just about numbers — it’s about how you evolve.
If I could start again, I’d:
- Lead with storytelling, not summaries
- Show more personality earlier
- Apply product design thinking from day one
Hard Lessons:You can’t bully your way through burnout or writer’s block. When the spark fades, the content suffers. Respect the process.
Future Experiments:
- Launching merch/gear to deepen monetization
- Testing more content formats and streams early
- Cultivating creator and fighter relationships even earlier
Advice to Past Me:
- Don’t chase perfection.
- Refine your process.
- Don’t be scared to fail.
- Cultivate relationships.
- And always trust your instincts — the stories are already there.
Antwyn Jackson
Making the
walk
CCSQ SUPPORT
CENTRAL
CONTACT
ENGAGEMENT
CONTACT/ABOUT
Project Overview
To create an editorial-style content brand that blends visual polish, strategic storytelling, and MMA credibility — with the goal of long-term monetization and creative impact.
Who was it for?
A personal creator brand launched by myself and my wife — blending our UX/UI backgrounds with our shared passion for MMA. The goal was to create a polished, monetizable platform that merged journalistic integrity with fan-first storytelling.
What problem were you solving?
The MMA media landscape was oversaturated with unrefined talking heads and lacked credibility from mainstream outlets that didn’t fully understand the sport or its culture. We saw an opportunity to fill the gap: a content brand that looked as sharp as it sounded — rooted in deep MMA knowledge, but packaged for modern audiences.
Goal
What I Owned
- Branding & visual identity
- Strategy & content planning
- Video essays (short-form documentaries written, produced, and edited)
- YouTube Shorts & Instagram Reels for storytelling and promotion
- Video editing & graphic design
- Content writing & scripting
- Audience development
- Social media marketing
- On-camera personality
What I Collaborated On
- Live stream production & co-hosting
- Podcast episodes
- Guest features on other MMA YouTube channels
- Community engagement & cross-promotion
Tools, Timeline & Collaborators
- Tools: Figma, Canva, CapCut, Adobe Premiere Pro, Photoshop, Notion, Envato, Epidemic Sound, YouTube Studio
- Timeline: January 2023 – Ongoing
- Collaborators: Too numerous to name — a rotating cast of creators, fighters, and fans who’ve helped shape the brand through content and conversation
The Process
Research
Synthesis
Design
Validation
Tube Buddy
TubeBuddy gave me insight into how similar channels were performing — from CTR and tag usage to video optimization strategies I could learn from or improve on.
Google Trends
I used Google Trends to track which fighters, events, and topics were gaining momentum — helping me time videos around peaks in fan interest.
VidIQ
VidIQ helped evaluate keyword strength and SEO potential, letting me validate titles, thumbnails, and topics before committing to production.
Insight
Fans weren’t looking for more picks or hot takes. They wanted well-researched, high-quality videos that respected the sport and invited thoughtful dialogue.
The strategy was grounded in six areas:Strategy, Inspiration, Creators to Emulate, Leaders in the Space, Structure, and Monetization.
We kept costs lean but professional, knowing we could scale later. Before launching, we tested our stream and video content with a small focus group to gather actionable feedback and refine our approach.
Research
Synthesis
Design
Validation
Research
Synthesis
Design
Validation
- Concept and Thesis
Figjam/Word/Notion
Every video starts with a question worth answering. Whether sparked by fight culture, fan commentary, or pure curiosity, the thesis anchors the idea — guiding everything that follows.
- Visual Planning
Notion/Print Material
Whether pulling from fight footage or diagramming data, visual planning brings abstract ideas to life. Inspiration often comes from outside the screen — infographics, books, even classic film.
- Thumbnail Design
Canva/Figma
Before a word is written or a frame is edited, the thumbnail comes first. It helps simulate the viewer’s journey — testing the hook visually before committing to the story.
- Video Recording
Riverside
Recording is done with purpose — either from a tight script or guided talking points. Using Riverside, high-quality audio and video are captured with the flexibility to adjust tone in the moment.
- Final Review
Capcut/Youtube/Buzzsprout
Every video gets multiple reviews — watching for flow, trimming excess, refining the title, and prepping captions. From there, it’s uploaded, optimized, and released to the audience.
- Outline → Script
Word/Docs
From rough bullets to full narrative arcs, scripting ensures the story flows with clarity, curiosity, and tension. Every outline is designed to support a strong hook and a thoughtful conclusion.
- Editing → Effects
Premiere Pro/After Effects/Capcut
This is where story meets rhythm. Long-form edits start in Premiere, then pass through CapCut or After Effects for motion graphics and final polish. Each frame is built to hold attention and deliver clarity.
We also measured success through community resonance — from frequent DMs and positive comments to creators quoting our videos during livestreams.
Subscribers
Grew the channel from 650 to over 7,500 subscribers by focusing on polish, storytelling, and consistent audience value.
Watch Time
Increased average watch time from 32% to 49% by tightening hooks, pacing, and visual engagement.
Engagement
Boosted average comments per video from 5 to 30+ by delivering content that invited response.
Research
Synthesis
Design
Validation
This project also opened the door to new interviews and collaborations with John Morgan, Max Griffin, and Kevin Iole — expanding our reach and reputation in the MMA space.
Notable Feedback:
“If it weren’t for Jax, I wouldn’t have ever had the courage to go on camera.” — Fight Night Frankie“Jax inspired me to give my perspective.” — Crossover MMA“He’s like a wizard with edits.” — SDawgsMMATalk
- Staying intentional in a space obsessed with speed.
- We intentionally avoided fight picks, gambling talk, and fight recaps — not because they’re easy, but because they’re overdone. Instead, we leaned into what others overlooked: storytelling, data, context, and polish.
- We chose quality over quantity, knowing that evergreen content builds long-term value. We chose authenticity over algorithm-chasing, and creative partnership over solo grind.
- One of our best decisions? Letting go of a rigid content schedule and choosing creative integrity instead.
Growth isn’t just about numbers — it’s about how you evolve.
If I could start again, I’d:
- Lead with storytelling, not summaries
- Show more personality earlier
- Apply product design thinking from day one
Hard Lessons:You can’t bully your way through burnout or writer’s block. When the spark fades, the content suffers. Respect the process.
Future Experiments:
- Launching merch/gear to deepen monetization
- Testing more content formats and streams early
- Cultivating creator and fighter relationships even earlier
Advice to Past Me:
- Don’t chase perfection.
- Refine your process.
- Don’t be scared to fail.
- Cultivate relationships.
- And always trust your instincts — the stories are already there.
Antwyn Jackson
Making the walk
CCSQ SUPPORT CENTRAL
CONTACT ENGAGEMENT
CONTACT/ABOUT
Project Overview
To create an editorial-style content brand that blends visual polish, strategic storytelling, and MMA credibility — with the goal of long-term monetization and creative impact.
Who was it for?
A personal creator brand launched by myself and my wife — blending our UX/UI backgrounds with our shared passion for MMA. The goal was to create a polished, monetizable platform that merged journalistic integrity with fan-first storytelling.
What problem were you solving?
The MMA media landscape was oversaturated with unrefined talking heads and lacked credibility from mainstream outlets that didn’t fully understand the sport or its culture. We saw an opportunity to fill the gap: a content brand that looked as sharp as it sounded — rooted in deep MMA knowledge, but packaged for modern audiences.
Goal
What I Owned
- Branding & visual identity
- Strategy & content planning
- Video essays (short-form documentaries written, produced, and edited)
- YouTube Shorts & Instagram Reels for storytelling and promotion
- Video editing & graphic design
- Content writing & scripting
- Audience development
- Social media marketing
- On-camera personality
What I Collaborated On
- Live stream production & co-hosting
- Podcast episodes
- Guest features on other MMA YouTube channels
- Community engagement & cross-promotion
Tools, Timeline & Collaborators
- Tools: Figma, Canva, CapCut, Adobe Premiere Pro, Photoshop, Notion, Envato, Epidemic Sound, YouTube Studio
- Timeline: January 2023 – Ongoing
- Collaborators: Too numerous to name — a rotating cast of creators, fighters, and fans who’ve helped shape the brand through content and conversation
The Process
Research
Synthesis
Design
Validation
Tube Buddy
TubeBuddy gave me insight into how similar channels were performing — from CTR and tag usage to video optimization strategies I could learn from or improve on.
Google Trends
I used Google Trends to track which fighters, events, and topics were gaining momentum — helping me time videos around peaks in fan interest.
VidIQ
VidIQ helped evaluate keyword strength and SEO potential, letting me validate titles, thumbnails, and topics before committing to production.
YouTube trends, subscriber data, and engagement across platforms like Reddit, Instagram, and Twitter were analyzed to understand the content landscape. Tools like TubeBuddy and VidIQ provided deeper insight into competitor performance — including CTRs, average views, and SEO tactics. To complement the data, qualitative feedback from MMA-focused creators and fan surveys helped surface unmet audience needs.
Insight
Fans weren’t looking for more picks or hot takes. They wanted well-researched, high-quality videos that respected the sport and invited thoughtful dialogue.
The strategy was grounded in six areas:Strategy, Inspiration, Creators to Emulate, Leaders in the Space, Structure, and Monetization.
We kept costs lean but professional, knowing we could scale later. Before launching, we tested our stream and video content with a small focus group to gather actionable feedback and refine our approach.
Research
Synthesis
Design
Validation
Research
Synthesis
Design
Validation
- Concept and Thesis
Figjam/Word/Notion
Every video starts with a question worth answering. Whether sparked by fight culture, fan commentary, or pure curiosity, the thesis anchors the idea — guiding everything that follows.
- Visual Planning
Notion/Print Material
Whether pulling from fight footage or diagramming data, visual planning brings abstract ideas to life. Inspiration often comes from outside the screen — infographics, books, even classic film.
- Thumbnail Design
Canva/Figma
Before a word is written or a frame is edited, the thumbnail comes first. It helps simulate the viewer’s journey — testing the hook visually before committing to the story.
- Video Recording
Riverside
Recording is done with purpose — either from a tight script or guided talking points. Using Riverside, high-quality audio and video are captured with the flexibility to adjust tone in the moment.
- Final Review
Capcut/Youtube/Buzzsprout
Every video gets multiple reviews — watching for flow, trimming excess, refining the title, and prepping captions. From there, it’s uploaded, optimized, and released to the audience.
- Outline → Script
Word/Docs
From rough bullets to full narrative arcs, scripting ensures the story flows with clarity, curiosity, and tension. Every outline is designed to support a strong hook and a thoughtful conclusion.
- Editing → Effects
Premiere Pro/After Effects/Capcut
This is where story meets rhythm. Long-form edits start in Premiere, then pass through CapCut or After Effects for motion graphics and final polish. Each frame is built to hold attention and deliver clarity.
We also measured success through community resonance — from frequent DMs and positive comments to creators quoting our videos during livestreams.
Subscribers
Grew the channel from 650 to over 7,500 subscribers by focusing on polish, storytelling, and consistent audience value.
Watch Time
Increased average watch time from 32% to 49% by tightening hooks, pacing, and visual engagement.
Engagement
Boosted average comments per video from 5 to 30+ by delivering content that invited response.
Research
Synthesis
Design
Validation
This project also opened the door to new interviews and collaborations with John Morgan, Max Griffin, and Kevin Iole — expanding our reach and reputation in the MMA space.
Notable Feedback:
“If it weren’t for Jax, I wouldn’t have ever had the courage to go on camera.” — Fight Night Frankie“Jax inspired me to give my perspective.” — Crossover MMA“He’s like a wizard with edits.” — SDawgsMMATalk
- Staying intentional in a space obsessed with speed.
- We intentionally avoided fight picks, gambling talk, and fight recaps — not because they’re easy, but because they’re overdone. Instead, we leaned into what others overlooked: storytelling, data, context, and polish.
- We chose quality over quantity, knowing that evergreen content builds long-term value. We chose authenticity over algorithm-chasing, and creative partnership over solo grind.
- One of our best decisions? Letting go of a rigid content schedule and choosing creative integrity instead.
Growth isn’t just about numbers — it’s about how you evolve.
If I could start again, I’d:
- Lead with storytelling, not summaries
- Show more personality earlier
- Apply product design thinking from day one
Hard Lessons:You can’t bully your way through burnout or writer’s block. When the spark fades, the content suffers. Respect the process.
Future Experiments:
- Launching merch/gear to deepen monetization
- Testing more content formats and streams early
- Cultivating creator and fighter relationships even earlier
Advice to Past Me:
- Don’t chase perfection.
- Refine your process.
- Don’t be scared to fail.
- Cultivate relationships.
- And always trust your instincts — the stories are already there.
Antwyn Jackson