Jhevani Dixon
Brand Identity
Role: Creative Direction
The Brief.
Canadian National Champion professional boxer Jhevani “Free Smoke” Dixon and his management team desired an identity that they could leverage into lucrative commercial opportunities as he climbed the heavyweight ranks.
The Idea.
A dynamic and abstract monogram influenced by street art and culture. Edgy enough to appeal to his core fanbase yet corporate enough to work across personal merchandise and potential business partnerships.
The colour palette was inspired by Drake’s OVO brand to connect with Jhevani’s hometown of Toronto – as well the gold belts that will undoubtedly be around his waist before long.
Fellow boxers like Floyd Mayweather had made a fortune by their commercial partnerships and investments outside the ring. Their brand was a symbol of their success – something worthy of being part of. Any design needed to reflect this insight as well as being culturally relevant to Jhevani, his interests and his fanbase.
