UFC International Events
I led the creation of key art for UFC events outside North America, providing a central visual theme that drove all event creative — from print to digital. Each key art package became the foundation for marketing campaigns, ensuring consistent brand presentation while supporting ticket sales, fan engagement, and partner communications across multiple markets.
2010-11
2012
2013-14
Truely International
The event style guides were distributed globally and I acted as brand guardian to ensure adherence, protecting the integrity of the UFC brand and ensuring that all local executions reinforced the premium, high-energy perception of UFC.
"step in to our world"
“Step Into Our World” was developed as a scalable brand platform for UFC EMEA, designed to drive audience growth, increase engagement and support event performance across European markets. The call to action invited consumers to move beyond spectatorship and actively engage with the UFC brand, positioning events as immersive experiences rather than standalone fixtures.
The platform was built to support multiple commercial objectives — from ticket sales and digital engagement to brand partnerships and long-term fan acquisition. Its flexibility allowed local markets to tailor executions while maintaining a consistent core message, enabling faster rollout and stronger brand recognition across regions.
By humanising the brand and creating a sense of belonging, “Step Into Our World” helped lower the barrier to entry for new audiences while reinforcing loyalty among existing fans. This approach broadened UFC’s appeal across demographics without diluting its core identity.
