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.