In mid-2025, New South approached me with an idea they had been kicking around for quite some time: the return of Action Clash.
New South has always been built on storytelling, and weekly episodic television offered the perfect opportunity to bring those stories to life while building toward our larger live events.
The challenge wasn't bringing Action Clash back. The challenge was figuring out what Action Clash should look like in 2025.
Inspired by the studio wrestling that came before it and the WCW television I grew up watching, the goal was to create something that honored wrestling's past without feeling trapped by nostalgia. From the logo to the graphics package, every element was designed to make Action Clash feel familiar to longtime fans while introducing it to a new generation.
I think the biggest thing I learned throughout this project was restraint.
Early in the process, I explored everything from grungy punk rock aesthetics to sleek futuristic branding. While many of those concepts were visually interesting, they all shared the same problem: they were trying to be the star of the show.
Weekly television is different. Unlike a one-night event, the branding has to show up every week, support every storyline, and remain flexible enough to evolve alongside the product. The goal wasn't to create the loudest logo in the room—it was to create one that could carry Action Clash for years to come.
In the end, a simple italicized wordmark won out. It felt timeless, energetic, and most importantly, it gave the wrestlers room to be the main attraction.
When it comes to weekly television, the branding should be the sizzle, not the steak.
Looking back, Action Clash taught me that not every project needs to scream for attention.
Some projects are meant to be the attraction. Others are meant to build the stage.
From the logo and graphics package to the branding guidelines sheet itself, every piece of the project was designed with consistency and longevity in mind. The goal wasn't simply to create a handful of good-looking graphics, but to establish a visual system that could support Action Clash for years to come.
The wrestlers and stories will always be the stars of the show. My job was simply to build the stage.
That's what Action Clash became.
