An idea was cultivated to create a brand that brought the collision between sport, entertainment, fashion and culture to life… in a series of in-person events that would be hosted across three days in NYC. The brand needed a name and visual identity.

We researched competitors in the space to get a feel for their positioning, look and feel and brought this together on a board. We then started pulling together inspiration for the look and feel we wanted to achieve with this brand, as well as undertaking the name generation process.

A new brand, featuring a name it can own across multiple sectors alongside a clear visual identity which can scale with the brand as it expands over the coming years.