Since November of 2018,
I have had the pleasure of operating on behalf of STN Digital to provide creative services and strategy for ESPN and Bob Arum’s Top Rank Boxing.
Challenged with developing a comprehensive social and creative strategy from scratch, our focus was to create a visually top-notch identity that both die-hard and casual fans alike would feel comfortable consuming and engaging with.
Having a visually flexible creative identity was also essential, so as to capture key tones and geographical elements on a fight-by-fight basis. In order to achieve this structure, we set out to identify “core” elements that could carry on throughout the entirety of the identity while still enabling us the freedom to pivot as needed. Ultimately, we felt, it was the typography and bold usage of fighter photography that would do the trick.