Reebok x UFC Concept Art / Graphic Direction FW14

2015
Art DirectionGraphic DesignPrint Design
In the early stages of negotiations between Reebok and the UFC I was tasked with developing an initial graphic direction for potential fight uniforms, that would later go on to inspire the final designs that were recently released by the brand.
My first inclination was to look to look at the simple but unique graphic style of the old Pride Fighting Championship posters. The shapes that were used were always really simple, but their applications were bold and the posters were mostly typography-driven.
Quick concept sketch for how the graphics could lay over a body.
Branding was imperative. The goal was the make it clear that these were UFC uniforms and to highlight the fighters name. The graphics were to be clear and iconic, and to mature past the patchwork look of having multiple sponsors represented on the apparel that distracted from the UFC brand.
Graphic layout options for the compression top and board shorts:
Mock-up of fighter Johny Hendricks in a compression top and fight shorts with the potential graphic direction:
The final graphic application based on my inital graphic direction. This was project was finished after I already left the company, so I did not oversee the final apparel graphics below:

You may also like

True Detective
2014
DrawingGraphic DesignIllustration
Corrupted Connections
2014
Digital ArtGraphic DesignIllustration
Batman Returns Skull Thugs Tee
2015
DrawingGraphic DesignIllustration
Predators
2015
Digital ArtGraphic DesignIllustration
Reebok CrossFit Graphic Direction FW13
2015
Art DirectionGraphic DesignPrint Design
Ape-pocalyptic Zone
2016
Graphic DesignIllustrationTypography
COLONY: TV Propaganda Poster
2016
Graphic DesignIllustrationTypography
Guardians of the Galaxy
2014
IllustrationPainting
A Warrior's Dreams Vol. 2: The Chivalric Code (Knights)
2017
IllustrationGraphic DesignArt Direction
"Booty Trap Treasure Map" (The Goonies)
2015
Digital ArtGraphic DesignIllustration
Back to Top