AEW Rebrand

We have collaborated with TNT before, and understood the personality-forward direction they wanted the promotional package to go toward with our design. It was important to bring the stories to life in an authentic but exciting way, something that let us get really creative with the visuals within a personality-driven, nonfiction campaign.

The design rounds leaned into the bold personalities of the wrestlers and the excitement channeled from the matches. One of the major ideas behind the ‘Boundless’ campaign is the wrestlers being underdogs and the league being the upstart competitor to the legacy WWE, and our design reflects that.

Once we landed on a look as a whole, we got more into the specialized spots including the system for logo applications, powder element and bracket. We wanted the design to have a strong brand identity and visual language and feel completely new and original.

Since AEW is all about the personalities, our design focuses on the wrestlers and leans into who they are— their own perspectives being reflected in the design. Through the system we designed, each wrestler has their own stage.

We also developed a style guide, with a focal point to build a brand that signals a new era of professional wrestling and asserts AEW as the most expressive and authentic premier league. Bold, dynamic and heroic.

Our team had a great time working on the bold and exciting campaign for the upstart wrestling league and we had a blast designing the campaign with our partners at AEW and TNT.