Arena Sport Agency, founded in Mostar, Bosnia and Herzegovina, is the agency for professional athletes dedicated to the improvement and management of the professional sports careers of its clients. The agency has a highly professional approach to the representation of prospective football players as well as other athletes. Services include negotiating the best conditions for their clients’ club performance and the provision of career support. Shift has designed an attractive yet simple and business-oriented visual identity for Arena. The abbreviation ASA serves as a visual representation of the Arena Sports Agency’s strengths, character and winning approach. The graphic symbol indicates a soccer player's body in a triumphant position, thus representing the agency’s connection to the world of sports, whilst also simultaneously creating the monogram of the initial letters of the agency. A red colour was selected as for its strong nature; commanding attention and demanding action and persistence, which are key virtues of the most successful soccer players.