Project Overview: Large-format environmental graphics for WWE SummerSlam event, including championship belt merchandise display booth, branded Instagram photo opportunity backdrops for talent meet-and-greets, and SEG (Silicone Edge Graphics) frame installations.

Client: WWE (World Wrestling Entertainment)

Project Details

• Timeline: July 2021 – August 2021
• Role: Print Production Artist
• Location: Las Vegas, Nevada
• Total Deliverables: Large-format graphics for merchandise booth, 12 championship belts graphics, and 206.5 sq ft of Instagram Photo Op booth graphics

Scope of Work

Championship Titles Merchandise Booth:

• Main “CHAMPIONSHIP TITLES” header signage
• 12 individual championship belt graphics with metallic finish treatment
• Side panel graphics featuring iconic WWE championship designs
• Structural integration with retail display fixtures

Instagram Photo Op Booths:

• Multiple branded backdrop environments for talent appearances
• Wrestler-specific designs including:
  • Claymore Country (Drew McIntyre)
  • Ripley Rhea
  • Bianca Belair
  • The Miz
  • Additional talent-branded backgrounds
• Total coverage: 206.5 sq ft across multiple booth configurations

Key Technical Challenge: Achieving Metallic “Diamond & Gold” Effect

The Problem: Client required championship belt graphics to display authentic metallic shimmer resembling diamond and gold finishes—critical for maintaining the prestige and authenticity of WWE championship imagery. Standard printing methods would produce flat, non-reflective graphics that undermined the luxury positioning of championship merchandise.

The Solution: Applied specialized flexographic printing knowledge to large-format production by recommending a two-layer printing approach:

Substrate Selection:

• Specified metallic silver substrate as base material
• Metallic surface provides inherent reflectivity and shimmer

Strategic Ink Layering:

• Printed opaque white ink as knockout/masking layer
• White ink blocks metallic substrate in specific areas (wrestler images, text, non-metallic design elements)
• Allows metallic substrate to show through unprinted areas (belt plates, jewels, gold details)

Technical Execution:

• Created file separations identifying:
  • Areas to remain metallic (championship plates, decorative elements, “diamonds”)
  • Areas to print with opaque white (backgrounds, photography, text)
  • Color artwork layer for additional details
• Coordinated with print vendor on layering sequence and opacity requirements
• Ensured proper registration between white knockout layer and color artwork

Why This Approach Worked: This technique—commonly used in flexographic label printing—was unconventional for large-format graphics but highly effective because:

• Metallic substrate provides authentic shimmer without specialized metallic inks
• Opaque white creates contrast and prevents unwanted metallic appearance in photographic elements
• More cost-effective than foil stamping or specialty metallic inks at large scale
• Achievable with standard large-format printing equipment

Production Specifications

File Preparation:

• Multiple layer files showing:
  • White knockout/mask layer
  • Color artwork layer
  • Final composite preview
• Detailed production notes for print vendor
• Registration marks for multi-layer alignment
• Bleed specifications for seamless installation

Print Methods:

• Large-format UV printing on metallic substrate
• Opaque white ink underbase
• CMYK process colors over white base where needed
• SEG frame-compatible finishing for Instagram booth graphics

Material Specifications:

• Metallic silver substrate for championship belt graphics
• Fabric substrates for SEG frame installations
• Durable materials suitable for high-traffic event environment
• Easy installation and removal for multi-day event setup

Design Considerations

Merchandise Booth:

• Graphics designed to integrate with existing retail fixture architecture
• Championship belt artwork scaled and positioned for maximum visual impact
• Brand consistency across all WWE championship designs
• Visibility and legibility from multiple viewing angles in convention space

Instagram Photo Op Booths:

• Talent-specific branding and color schemes
• High-resolution imagery suitable for guest photography
• Lighting considerations for photo quality
• WWE logo placement and brand compliance
• Wrestler name/branding clearly displayed for social media shareability

Technical Challenges & Solutions

Challenge 1: Photographic Masking Wrestler photography and other non-metallic elements needed to appear normal (not shiny) while belt plates remained metallic.

Solution: Created precise white ink knockout masks that covered all photographic elements, text, and backgrounds, allowing only intentional design elements to display metallic finish.

Challenge 2: Resolution at Scale Championship belt graphics needed to maintain fine detail (diamonds, engravings, texture) at large format.

Solution: Sourced highest-resolution artwork available, performed image scaling tests, and used sharpening techniques to preserve detail integrity at enlarged sizes.

Challenge 3: Color Accuracy on Metallic Substrate Colors appear differently when printed on metallic versus white substrates.

Solution: Created color proofs and adjusted color values to compensate for metallic base, ensuring brand colors remained accurate and belt designs appeared authentic.

Challenge 4: Multi-Environment Consistency Graphics needed to work cohesively across different booth types (merchandise display vs. photo backdrops) while serving different functional purposes.

Solution: Maintained consistent WWE branding elements, color palette, and design language while adapting format and finish to suit each environment’s specific needs.

Skills Demonstrated

• Advanced substrate and finish specification
• Cross-discipline printing technique application (flexo knowledge applied to large-format)
• Multi-layer file preparation and production planning
• Vendor communication and technical specification
• Problem-solving for specialty finish requirements
• Brand consistency across multiple format types
• Event graphics production and installation planning
• High-resolution image scaling and quality control

Production Deliverables

• Print-ready files with separated layers for white knockout and color artwork
• Detailed production specifications for printer
• Material and substrate recommendations
• Installation guides showing graphic placement
• Proof review and approval documentation
• Vendor coordination for specialty printing requirements

Results & Impact

• Successfully achieved desired metallic “diamond and gold” effect for championship belts
• Graphics enhanced merchandise booth appeal and authenticity
• Instagram photo backdrops provided shareable branded experiences for fans
• Client extremely satisfied with innovative solution to specialty finish challenge
• Demonstrated ability to transfer knowledge across different printing disciplines
• All graphics installed successfully and performed throughout multi-day event

Innovation Highlight

This project showcases creative problem-solving by applying flexographic printing principles to large-format production—a cross-disciplinary approach that delivered premium results at practical cost. The white knockout technique on metallic substrate provided the luxury appearance of specialty finishes while remaining feasible within event production timelines and budgets.

Professional Value

Demonstrates expertise in:

• Material science and substrate selection
• Multi-process printing knowledge (flexographic, large-format, specialty finishes)
• Technical innovation and creative problem-solving
• Entertainment and sports brand production
• High-profile event graphics
• Vendor specification and coordination
• Cost-effective solutions for premium results