Never resting on their laurels, WWE engaged Pilot to
rebrand their #1 Superstar, John Cena. A personality that transcends wrestling and is heavily entrenched in households around the world.
rebrand their #1 Superstar, John Cena. A personality that transcends wrestling and is heavily entrenched in households around the world.
THE CHALLENGE
An ever growing fan base and shift into the mainstream have opened up the number of demographics that must be satisfied by each of the WWE Superstars’ style guides. Especially true for the 15 time champion and face of the WWE, John Cena. Pilot needed to create a style guide that was attractive to the legions of core fans while appealing heavily to non-wrestling fans.
GETTING TO WORK
Pilot began by breaking down trend styles based on John Cena’s characteristics. Through the study a bold, Americana, in your face style was developed for the guide. Red, white and blue colorways adorned the pages filled with consumer product art.
“Cena is our #1 Superstar, "we wanted the Pilot
'secret sauce!'"
'secret sauce!'"
CASEY COLLINS
WWE Executive Vice President of Consumer Products
High action imagery was captured with photo-real artwork, graphic caricatures
and dramatic montages. All given a professional buttoned up feel. A level of sophistication that was approachable to younger demographics without being
kid-centric.
and dramatic montages. All given a professional buttoned up feel. A level of sophistication that was approachable to younger demographics without being
kid-centric.
Product application was displayed through a myriad of licensed goods to show the high level of versatility in each piece of art.
THE OUTCOME
A comprehensive guide was assembled that set the standard for style guides going forward. The guide provided WWE with a fresh and new perspective on a brand that they are so close to day-in and day-out. WWE Executive Vice President of Consumer Products, Casey Collins said “Cena is our #1 Superstar, we wanted the Pilot ‘secret sauce!'”
