UFC Event Key Arts

About the Project

This project involved the ongoing creation of UFC event key art for both Fight Night and selected Pay-Per-View events. The visuals were designed to support global promotion across digital channels, including social media, the UFC website, press releases, and broadcast, as well as physical applications such as event branding, merchandise, and stadium environments. Each event required a distinct visual identity while maintaining the impact and clarity expected at a global scale.

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Our Contribution

We led the creative direction and design of event-specific key art, developing unique visual approaches for each fight card. Working from supplied fighter imagery, we handled all aspects of execution, including composition, typography, image treatment, and final artwork delivery. The key art was adapted across 10–15 formats per event to ensure consistency across digital, broadcast, and physical touchpoints.

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The Process

Each event followed a consistent process while being treated individually from a creative perspective. We developed a bespoke art direction for each fight card before moving into detailed design and image treatment. Fighter imagery was graded and refined to suit the tone of the event, before layouts were adapted across the required formats. This approach allowed for visual consistency at scale while ensuring each event retained its own identity.