The glory days of pro wrestling
After college, I began my career in Graphic Design as a Production Artist for an entertainment enterprise, still in its early years of development. The best and remarkably energizing years of phenomenal creativity in my field of expertise lay ahead. Relying on methods that now seems primitive to graphic design practices, we achieved then, what our digital age can allow for now with ease. This was Old School Design meets Old School Wrasslin’.
NOTE: This photo is staged for a Sports Illustrated editorial The artwork is by artist, Joe Jusko.
While Hulk Hogan and The Rock were dominating headlines in sports entertainment, my graphic design career with the world renowned company, World Wrestling Entertainment was in full swing. My experiences with this Fortune 500 entertainment powerhouse are unparalleled by anything else I’ve done as a professional Graphic Designer. At the height of my 15 year tenure, and as Sr. Creative Director of Marketing & Promotion, I managed an award-winning team of art directors and designers responsible for the ideation, presentation and execution of all monthly pay-per-view event key art. In addition to all promotion and marketing design for the WWE business, it was also my personal responsibility, since prior to going public, the design for the company’s Annual Reports. I was also the designer assigned to all internal and personal requests from the Chairman and CEOs.
Shown below is my design chosen for the annual corporate holiday cards. A small testament to how far I was expected to push the envelop in that creative arena.
Before they were
movie stars…
they were WWE SuperStars, the top of the hierarchy of what appeared on my screen inside my layouts on the daily. Some of these performers became major players both in, and outside the squared circle.
As a senior member of WWE’s Creative Services Department, directing a team dedicated to Promotion and Marketing of the WWE brand, it was my role, along with my team, to make these talented characters marketable for pay-per-view buys and other for-profit initiatives. All, while growing their own personal brand. By showcasing these performers in a thematic visual, the WWE also promotes the pay-per-view main event and the storyline leading up to it, Additionally, styling and graphic imagery use enhances the character’s persona and adds visual substance to the WWE Superstar featured.
My team and I would style the SuperStars, give them their storyline for the photoshoot if needed, and create a print and televised promotion to push their character. From there, the WWE SuperStars were packaged, promoted, and if they had what it takes, excelled into mainstream media after breaking box office and pay-per-view records with the WWE across the globe.
CONCEPTION: PAY-PER-VIEW KEY ART
Each month the WWE performs a live pay-per-view event which is advertised with a series of print and now digital campaigns. Working months out from the event, the dramatic, story-telling key artwork is Intended to excite and entice the audience to pay to witness this event live. Once the main event match is determined and the running storyline to that end is being established, brainstorming for key art is set in motion. Below are 4 options presented for a pay-per-view event featuring the newest SuperStar gaining momentum on the WWE roster, JOHN CENA. At the time, Cena was a professional rap artist and sought to showcase that persona in the lead-up to his Championship match. Key art concepts supported both the storyline direction and his character development.
Options for the Chairman & CEO
Either the SuperStar is getting a push and being given a personality spotlight on a pay-per-view print campaign, or the main event story line is the draw. With different stories to tell, in order to impact an audience to purchase the event, I would present Vince McMahon with key art options featuring pertinent material and variations of a theme.. He makes the final decision of what art direction is used throughout that month’s print advertising and event merchandising.
WWE judgment day
As is the case here, only Vince knows his plans are that John Cena will defend a title belt in this main event, a few months out, Hence, OPTION 4 was the creative direction he chose because there is a hint of what’s to be expected in the main event. The WWE Championship belt appears in the reflection.
And as it happens, John Cena’s rap career, has taken a back seat to his other career endeavors.
They don’t call it KEY ART for nothing
Key Art is an assemblage of photography, backgrounds and special effects. Logos and typography complete that month’s overarching graphic design used to promote a live, televised event. It was key to everything from promotional posters, magazine ads, DVD packaging, ringside seats, arena merchandise and more, Brainstorming for it’s visual conception and getting that graphic communication approved and out to market was my primary focus. As the leader of the Promotion and Marketing Design Team, Key Art creation was a monthly endeavor that relied on creative teamwork on all levels.. Turnaround on deliverables was extremely tight and having to pivot at the zero hour was the norm if contracts were not signed or injuries occurred that would change the card. Once a concept was brainstormed to life, and the Chairman and CEO was onboard, ringside and in-house studio imagery would combine with compelling logos and typography indicative of the WWE brand. After final sign-off, it was off to print and to be seen by the massive WWE audience.
THE BIG SHOW about to ruin your day. Kudos to our in-house photographers!
DAVE BAUTISTA faces off with TRIPLE H in a Hell IN A CELL match
WWE UPFRONT CAMPAIGN | NYC
In the early 2000’s, after losing a copyright battle with the World Wildlife Fund, the WWF eventually “Got the “F” out” and became World Wrestling Entertainment. To court advertisers to take their programming seriously, I managed the development of an outdoor print campaign that ran throughout New York City during the NYC UpFront, a TV advertising marketplace held by television network executives and attended by major advertisers and the media. A series of posters spoofing mainstream televised programs featuring our WWF SuperStars appeared through the New York City and on train platforms along the MetroNorth train line.
Stay tuned for more content here. So little of my early work from the WWF days are accessible digitally. They live on floppy discs and hard drives long forgotten. As I dig through the archives of printed samples, I intend to share more adventures from my experiences serving in the Creative Services department of the world’s most successful sports entertainment company. I also share video stories from a corporate perspective on my early years designing for the brand. I’ve even appeared on a few podcasts as a former Sr. Creative member of the WWE. You can visit @debskayfables on Instagram to learn more.
Stay tuned for more content here.
So little of my early work from the WWF days are accessible digitally. They live on floppy discs and hard drives long forgotten. As I dig through the archives of printed samples, I intend to share more adventures from my experiences serving in the Creative Services department of the world’s most successful sports entertainment company.
I also share video stories from a corporate perspective on my early years designing for the brand. I’ve even appeared on a few podcasts as a former Sr. Creative member of the WWE. You can visit @debskayfables on Instagram to learn more.