Bellew’s Box Office Sports Branding
for TV
Working with the team at Legends, I developed the brand identity for Bellew’s Box Office. Former Cruiserweight World Champion and passionate Evertonian Tony Bellew takes to the ring with box office stars of film, music, and sport to talk of their shared passion for boxing. Filmed at ‘The Bombers’ Boyhood boxing club, the Rotunda ABC in Liverpool, A-Listers including Stephen Graham, Ray Winstone and Jordan Pickford will climb through the ropes to go toe to toe with Tony, engaging in candid exchanges about their favourite fighters, memorable bouts, and the parallels between the worlds of boxing and entertainment.
Designing a Knockout Brand for Bellew’s Box Office
The concept behind the show was to bring together box office names for raw, honest conversations rooted in a shared love of boxing. Working closely with Legends, I created a custom logo and visual identity that nodded to classic boxing iconography. From ring ropes and gloves to gym signage and pay-per-view graphics while keeping the design clean, bold, and recognisably modern.
Bringing Personality to
the Ring
Tony Bellew’s personal brand played a central role in shaping the identity. Gritty but warm, direct but likeable - the tone of the design needed to mirror his style. The branding uses strong block typography, stripped-back colours, and clear spatial hierarchy to let the personalities take the spotlight while still anchoring the visual tone of the show.
Visual Identity Across Gear, Props, and Production
The identity was applied across a wide range of assets - including boxing gloves, ring canvas, corner stools, canvas banners, and locker room graphics - each one designed to feel authentic and rooted in real gym culture. The brand had to function both as a digital overlay for streaming platforms and as a tangible backdrop on set.
A Bold Look for Legends' Latest Series
This project is part of a wider visual direction I’m developing with the team at Legends - a company specialising in football, sport, and entertainment content. Bellew’s Box Office blends documentary-style storytelling with sport, and the identity needed to flex across promo, product, and in-show visuals without losing clarity or impact.
Got a bold idea that needs a brand to match?
Whether you're producing a sports series, launching a new show, or building content for broadcast or YouTube, I can help you shape a visual identity that cuts through. I work with brands and creators across sport, entertainment, and media to design strong, adaptable visuals with story at the centre.
I’m currently working with Legends on a number of shows and content formats - and I’m always open to new collaborations in this space.