Ultimate X: Road to Tokyo

Rebranding Africa’s largest action sports festival. Ultimate X is Africa’s elite action sports festival. Every year, the festival takes place at the Sun City Resort in the Pilanesberg and includes thrilling displays of the ‘Big 5’: Skate, BMX, FMX, Surf and MTX. The rebooted contest format, that happened alongside their rebrand, is in line with Olympic qualification standards. For Ultimate X’s 10th year, an entire rebrand of South Africa’s premium action sports festival was created. We wanted something that was bold, fresh and clean, reflecting the direction these sports have taken. For the brand’s 2018 Sun City event, Road to Tokyo, we create a hyper-simple poster campaign from the new Brand System that expressed the dynamism of the sports at the event, with the brand front and centre in the design language. To further enhance the idea of motion that the events capture, each poster had an AR component in which the visual language was animated.