106&Sports Logo +
Atlanta Hawks OOH

The Challenge
106 & Sports, executive produced by LeBron James and Maverick Carter, channels the spirit of the iconic 106 & Park into a show celebrating Black creativity and influence in sports and entertainment. Built around a live "Top 10" countdown that leads to the week's Main Event, it needed branding to match: bold, energetic, and unmistakably its own.

The work spanned three fronts: the show's logo, its key art, and an arena takeover at a Hawks game.

The Solve
For the logo, each designer on the team developed concepts, and one of mine was the chosen one. The concept came straight from the show's format: arrows tucked into the negative space nod to the Top 10 countdown, while bold, angular block letterforms drive the energy of sport.

On the key art, the photoshoot gave us our thread: hosts Cam Newton and Ashley Nicole Moss holding equipment from a range of sports. I tried a few directions, from simple color blocking to on-field scenes, but a strictly sports setting felt too narrow, so I made the talent larger than life to embody culture and influence while the stadium anchored the sport. I used AI to generate an evergreen stadium not tied to a real venue, and built my key art around that. It wasn't picked for the first tranche, but the VP of Design selected it for the second.

At the Hawks activation, I versioned the graphics for a full takeover across roughly 50 screens, some spanning large stretches of the arena interior, each with its own dimensions and specs.