For UFC 227 in Los Angeles, I wanted to take a different approach for our event collection. Having recently been to the greater Los Angeles area earlier in the year, I was drawn to the colorful hand-painted signage found throughout the city.
Best traveled by car, a visual language that commands attention is a must in hopes of standing out in this Metropolis. The colorful display of signage also speaks to the city’s rich, culturally diverse population.
Our team was asked to come up with the concept direction and graphic package for the 2018 Crossfit Games. I worked very closely with our product marketing team as well as our strategic partners at Crossfit to drive the assortment in a consumer, trend relevant direction.
In contrast to the previous years graphics, I steered the new design direction towards a less complicated, more wearable vibe.
My goal was to design a collection that would be bold, wearable with only a subtle nod to fitness(not so in your face) — “Hidden in Plain Sight” is the best way to describe it. The result of this was the highest sell through rate to date for this event.
Tasked with developing a UFC t-shirt collection for Veterans Day, I designed a series of of World War II Nose Art inspired graphics. The phrases and mascots are MMA discipline based so that each uniquely stands out on its own.
I was approached to bring a fresh perspective to Juicy Couture’s seasonal graphic collection. The design direction was to offer a fresh perspective on their current offering of sporty, streetwear vibes.
I developed and designed two concepts - “Street Savvy” + “Street Smart.”
Various illustrations, marks, icons and logos from the past few years.
I had the pleasure of working with American gymnast and two-time Olympian Aly Raisman on several t-shirt graphics that hooked back to an exclusive capsule released by the Reebok team. The request was to create something cool that also placed emphasis on female empowerment and independence.
As the only true Bostonian in our group, I was tasked with leading the charge on developing the creative direction for the UFC 220 Boston takeover. Our challenge was to come up with a creative direction that was uniquely “Boston.” What makes this city tick? Simply put what makes Boston “Boston.”
I boiled this down to three concepts - 1. Rich Maritime/naval history. 2. College town 3. Bravado.
The graphic language is meant to touch on all three of these unique indicators, blended into a simple, yet bold design direction.
In advance of Kobe Bryant's NBA retirement, I worked with the Los Angeles Lakers on a commemorative jersey that features a number of achievement patches and a debossed snake skin pattern. These were exclusively sold at his last game at the Staples Center in Los Angeles and sold out.
T-Shirt Graphics for designed for UFC Fighter Conor McGregor.
Authentic walk-out jersey graphics created for UFC champions and their challengers. We work directly with the fighters to develop a personalize graphic that they can wear during the main event.
T-Shirt graphic for sandwich inspired clothing brand Deli Fresh Threads.
Various T-Shirt Graphics.
Various T-Shirt graphics created for Reebok affiliate Crossfit.
UFC graphic series for UFC 205.