My main approach taken to create new AEW branding had to involve the following pillars:

- Think outside the box to differentiate branding that is outside of AEW’s core industry.
- Create branding that is distinct & adaptable that can cross pollinate across different industries such as streetwear & sports apparel.
- Create an organic image with a recognizable silhouette that is distinct & can stand alone.
- Construct an image that goes against the grain of how one thinks of established promotions in AEW's principal industry (Professional Wrestling).
- Embrace the use of film grain on all photographs to establish a common thread that ties in the organic nature of the new logo to how the overall brand is visually represented.

This is a personal creative project exercise that sought to explore rebranding the current brand of All Elite Wrestling (AEW). My main intention was to rethink how the brand could be repackaged in a more contemporary & progressive way.

Tools used:
Figma
Adobe Creative Suite
Photoshop
Illustrator

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