BLACK LABEL - Pool Competition
Black Label's ongoing sponsorship of pool was already well established when they approached me to do the graphics for that year's Championship. 'You haven't won until you sink the black' was already a line they used (a line I think is brilliant). Similarly, the image of a black pool ball with Black Label branding on it was already an image associated with it.
However... There was a visual moment they had not yet considered using: the moment in the setup of a game where all the balls in the triangle need to be slid over a dot on the table. The black ball's central position needs to go over the dot, so it often ends up sitting on top of all the others during that slide. It puts the black ball in a prominent, superior position, above all the others.
That's really the opportunity I identified and crafted for them along with some promotional identity typography that incorporated a pool cue.
