The new visual direction represents the fans—making fans feel known, feel included, and feel part of a community—with its organic creative elements such as warped typography and distorted graphics. Overall, the new Loyalty wordmark system symbolizes connection between fans and the rebellious nature of a program that seeks to push the boundaries.

Though digital first, our Loyalty is born from the physical world that fans reside in, where they make decisions to affect the program’s trajectory, and where they’ll reap the real-world rewards they crave and deserve. Gen Z seeks out digital with an organic feel that evolves along with them. 

Contributions

Creative Direction, Art Direction, Photography Direction