WWE is and always has been- like nothing else. Few entertainment brands can dance the light between outrageous theatre and athletic daring whilst incubating a colourful network of childhood heroes that achieve cult status.
For this reason the WWE knew they could benefit from a consumer product programme which celebrated it’s multifaceted nature and did away with the tried and tired allusions to grimly bloated machismo.
We wanted to make something that was more fun, proud, prestigious and cool.
We were inspired by WWE’s first golden era of neon and leopard print-lycra as well 80’s South Beach America. We channeled Hogan's handlebars, Macho-man's shades and The Ultimate Warrior's battle-paint to make something achingly nostalgic.
We took a cooler, calmer and more collected approach in one of our routes. We wanted to take lead from more traditional sports and athleticism.
WWE's fonts and types are some of the most easily recognisable in all of entertainment. From the centre of the ring to pyrotechnically-clad in-arena signage; there are few forums in which funky fonts have become so emblazoned in our psyche as in the WWE.
The WWE has enjoyed two golden eras. The second was the ATTITUDE era- where heroes like stone-cold Steve Austin, Kane, Mankind and The Rock were rising to prominence. The WWE had taken an edgier direction with grittier imagery. We wanted to reflect that in a suite of more pop-culture lead art.