Undisputed // Key Art & Branding

As art director and project lead, I drove the development of Undisputed’s brand and visual identity, crafting an authentic AAA presence that stands tall in the sports gaming world. Collaborating closely with a creative lead, I co-developed the core boxing iconography and worked alongside another designer on early branding concepts. From there, I took hands-on charge of final key art and assets for a long-running campaign. This included designing a complete brand style guide and toolkit, creating DLC beauty shots (including one featuring Jake Paul), music singles cover art (including Lupe Fiasco), and even a Times Square Riyadh takeover that lit up all the screens. Drawing on the boxing ring’s symbolism, we positioned fighters as royalty ruling their domain, giving rise to the campaign’s bold #RuleTheRing tagline. Our visuals deliver dynamic, raw energy that perfectly echoes the brand’s spirit.