Ring City USA
2021
Ring City USA launched as a new kind of boxing platform — one built around authenticity, athleticism, and storytelling rather than spectacle. Created in collaboration with OffAbbott, the brand aimed to reintroduce professional boxing to modern audiences through stripped-down production, emerging talent, and broadcast-first storytelling.
Working as Creative Director, I led the development of the brand identity and oversaw the visual execution across every audience touchpoint — from broadcast graphics and environmental design to social media systems and merchandise.
The goal was to create a unified visual language capable of functioning simultaneously as a sports broadcast package, a cultural brand, and a scalable media platform.
My role
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Brand identity design and visual positioning
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Broadcast graphics system and animation direction
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Environmental and ring design
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Social media creative oversight
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Merchandise design and brand extensions
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Visual continuity across live production and digital channels
Results
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National television distribution through NBC Sports introduced the series to millions of U.S. viewers through recurring primetime fight windows.
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A March 2021 broadcast averaged 125,000 viewers on NBC Sports Network.
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Simultaneous streaming across NBCSports.com and mobile platforms expanded accessibility beyond linear broadcast audiences.
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Successfully reintroduced weekly boxing programming to NBC Sports after years without regular boxing broadcasts on the network.
