BOXRAW ‘Don’t Play’ campaign poster mounted in a stairwell atrium, with the BOXRAW wordmark on the wall behind.

// Digital Campaign & Apparel Concept

WE DON’T PLAY BOXING - HAGLER SUIT

Client:
BOXRAW
Category:
Boxing, Performance and Lifestyle
Services:
Email Design, Art Direction, Animation, Campaign Strategy

BOXRAW is a performance and lifestyle brand built around boxing culture. This project challenged me to explore how its distinctive visual identity could be translated across multiple consumer touchpoints while maintaining a consistent, recognisable brand experience.

The project centred around the Hagler Sauna Suit, with the wider brief spanning digital campaign design, social content and apparel. The objective was to balance the raw, performance-led attitude of BOXRAW with clear commercial communication designed to engage its boxing-focused audience.

Hagler Sauna Suit poster in a backlit street frame beside a staircase, a passer-by blurred in motion.
Hagler Sauna Suit posters running along a row of roadside bus shelters at dusk as a car passes.
The BOXRAW ‘We Don’t Play Boxing’ T-shirt product page open on a MacBook against a brick-red backdrop.
A phone on a brick-red backdrop playing the BOXRAW campaign Instagram Story.

// Digital Marketing & Creative Campaign

THE OBJECTIVE

The project consisted of three individual creative tasks, each designed to test a different aspect of the brand.

  1. The first was to create a promotional email for the Hagler Sauna Suit, communicating its key performance benefits while encouraging customers to purchase.
  2. The second was to translate the campaign into both digital assets for mass distribution and OOH assets for local awareness, designed to capture attention quickly and drive followers through to the product page.
  3. Finally, I was challenged to reinterpret BOXRAW’s established “WE DON’T PLAY BOXING” slogan as a new graphic T-shirt concept, bringing something fresh to the brand while retaining its existing visual attitude.
‘Endurance’ banner in brick red with boxers either side.
Hagler Sauna Suit campaign banner — a boxer’s gloved fist mid-punch beside the HAGLER SAUNA SUIT lockup and BOXRAW logo.
The Hagler Sauna Suit campaign email laid out across desktop and mobile screens.
Animated Hagler Sauna Suit story ad — a boxer catching his breath in a BOXRAW jacket.
Animated black-and-white Hagler Sauna Suit story ad — a boxer resting against a concrete wall.
Animated Hagler Sauna Suit story ad — a boxer in a black sauna jacket above a ‘Shop Sauna Suit’ button.
Four phones showing the Hagler Sauna Suit email, running from the hero through to the product benefits.

The hero selection had to be dynamic yet candid training imagery so it captured the intensity, movement and discipline of boxing.

It was a choice of close-ups, wider action shots and natural outdoor lighting which created a raw, authentic feel that keeps both the athlete and product at the centre of the story.

Contact sheet of campaign photography — boxers skipping, shadow-boxing and training outdoors.

SOCIAL CAMPAIGN

Translating the Idea
Into Motion

The content was therefore simplified around three elements: Product. Performance. Action.

Instead of attempting to replicate all of the information contained within the email, the Story acts as the hook, generating interest and encouraging the audience to continue the journey on the BOXRAW website.

Instagram posts of the ‘We Don’t Play Boxing’ boxing-glove roundel graphic.
The BOXRAW ‘We Don’t Play Boxing’ product page on a MacBook, set against a brick-red backdrop.
An iPhone home screen with the BOXRAW app icon sitting in the dock.
Close-up of a boxer in a BOXRAW jacket, taken from the Hagler Sauna Suit story ad.
Instagram Story for the Hagler Sauna Suit — ‘Innovated over countless hours’ above a Tap to Shop button.
Two Hagler Sauna Suit posts side by side in the BOXRAW Instagram feed, over a blurred training shot.
‘We Don’t Play Boxing’ wordmark banner with a boxer at the right edge.
The BOXRAW profile card on X, shown on a slate background.
The BOXRAW Instagram profile on a phone, beside the BOXRAW logo on charcoal.
Hagler Sauna Suit story ad — a boxer in a red-lit doorway above a Shop Sauna Suit button.
Phone showing the Hagler Sauna Suit story ad, a boxer resting on the ropes.
Phone showing the Hagler Sauna Suit story ad opening on the BOXRAW mark.
The ‘Don’t Play’ poster beside the BOXRAW logo mark and a row of dark mobile campaign screens.
Three phones on brick red running the Hagler Sauna Suit story ads.
Instagram grid of Hagler Sauna Suit posts beside a repeating ‘Don’t Play’ type panel over a boxer’s face.

3. “WE DON’T
PLAY BOXING”

Exploring the Brand Through
Apparel & OOH

The final part of the project moved away from product marketing and into brand expression.

BOXRAW’s “WE DON’T PLAY BOXING” statement represents the seriousness, discipline and mentality associated with the sport. The challenge was to reinterpret this established phrase as a new T-shirt graphic while retaining the confidence and attitude of the existing brand and build an OOH campaign promoting both this and the Hagler Sauna Suit.

The black ‘Don’t Play’ graphic T-shirt on black, with an oversized red BOXRAW mark behind.
‘We Don’t Play’ digital billboard on a station concourse as a train blurs past.
The ‘We Don’t Play Boxing’ T-shirt shown flat and being held, with app icons alongside.
The black graphic T-shirt lined up against white beside the ‘Don’t Play’ poster.
Browser window mock showing the BOXRAW ‘We Don’t Play Boxing’ product page URL.
Two Hagler Sauna Suit story ads side by side on brick red.
A boxer in a BOXRAW jacket beside the ‘Don’t Play’ poster and a wall-mounted BOXRAW mark.
Hagler Sauna Suit campaign screen inside a dark gym, weight plates and a bike alongside.
Two illustrated boxers flanking the BOXRAW wordmark across a split black-and-white field.
The BOXRAW ‘B’ mark split across black and white halves.
Hagler Sauna Suit billboard above a BOXRAW storefront at dusk.
‘Don’t Play’ poster on a tiled Underground station wall as a train blurs past.
Hagler Sauna Suit poster on a station platform wall, a train and commuter blurred past.
Hagler Sauna Suit digital billboard outside a glass office building as commuters walk past.
‘Don’t Play’ poster in a street advertising column on a busy boulevard.
Brick-red poster with ‘Don’t Play’ repeated six times above the BOXRAW logo.

The
RESULTS

The project demonstrates how an established brand identity can be extended across multiple touchpoints without losing its character.

Rather than approaching the three deliverables as isolated pieces of design, I treated them as parts of one wider brand experience, considering how typography, imagery, messaging and interaction could remain consistent while adapting to different customer behaviours.

Let's work together

+8%

Increased email conversion rate

+2%

Re-engagement emails conversion

+53%

In ecommerce site sales lift