DAZN BOXING

DESIGN DIRECTOR 
DAZN CREATIVE (2023)

Creative Direction – Will McMullan
Head of Design – Stewart McMillan
Creative – Alexis Contreras
3D & Motion – Jan-Ulrich Meyer

In 2023, with an increase in subscribers for both the UK and North America, DAZN required an over-arching brand for all boxing-related content.

Through a series of workshops, we worked with key stakeholders to develop both a stand-alone identity as well as a larger system that worked across multiple touch-points such as marketing, live and social. The brand needed to adapt across multiple formats, such as the revamped Boxing Show and the newly appointed MMA Show.

Along with the core identity, a design system that involves an arch-style mechanic (to hold imagery and key information) was developed as well as a flexible and adaptive typographic system that nodded to the over-arching identity.

The focus was to create a brand world, adaptive and integrated within the fight sports genre. Additional work consisted of design systems for print, OOH, live, social and platform.