ultimate fighting championship
Vegas Event Merchandise
Objective
Illustrate & design cohesive sets of event-specific elements as part of merchandise for UFC 310, 320, and 324 that would elevate the in-arena and fan retail experience while aligning with UFC’s brand standards. The goal was to create collectible, high-impact bold apparel concepts that captured the energy of each fight card, using a vintage inspired aesthetics to reinforce the spectacle, legacy, and cultural weight of these specific UFC events.
Scope of Work
Collaborated closely with Art Director Sean Chamilian to develop apparel concepts across multiple UFC events, maintaining a consistent creative process established in prior collaborations (including Vans Warped Tour).
Developed multiple design concepts per event, exploring variations in typography, illustration, layout, and tone while staying within UFC brand and licensing guidelines.
Refined selected concepts through iterative feedback and revisions, ensuring clarity, impact, and alignment with event themes and audience expectations.
Delivered print-ready artwork for apparel production, including final layouts and production-ready files.
Art Direction: SEAN CHAMILIAN
The process
The creative process for UFC 310, 320, and 324 followed a proven, collaborative workflow developed through prior projects with Art Director (SEAN CHAMILIAN). Each event began with concept exploration rooted in a vintage Las Vegas aesthetic, pulling from retro fight posters, classic casino signage, neon typography, and old-school strip iconography.
From there, multiple apparel concepts were developed per event, focusing on bold composition, strong typographic hierarchy, and graphic clarity suitable for event merchandise. Concepts were reviewed and refined through iterative feedback, balancing creative expression with UFC brand standards and production constraints. Final designs were prepared as print-ready assets, ensuring consistency, impact, and collectibility across all three events.
Inspiration
The inspiration drew heavily from the visual language of classic Las Vegas—its casinos, showgirls, illuminated signage, and the electric glow of neon nightlife. The concepts leaned into bold, expressive script typography, marquee-style lettering, and high-contrast compositions that echo the spectacle and drama of the Strip after dark.
Additional influence came from vintage craftsmanship, including classic chain-stitch embroidery and heritage apparel details, lending the designs a timeless, collectible feel. Together, these references helped encapsulate the glamour, grit, and larger-than-life energy of Vegas, translating its iconic aesthetic into modern UFC event merchandise.
