Jalil Hackett — From Southeast D.C. to The World Stage
Brand Identity, Creative Direction
Client: Jalil Hackett
Agency: XOVR Group
Defined By Toughness — Jalil “Major” Hackett is a fighter and a storyteller through identity. Coming from Southeast Washington D.C., his journey began long before he stepped into the ring: introduced to boxing as a child by his father, he balanced academic discipline with intense athletic training, graduating high school early and amassing an exceptional amateur record.
Raised in Southeast D.C., Jalil Hackett developped his identity through street culture and ambition
A Mark Shaped By Southeast D.C. — More than a location, Southeast D.C. is a structure, a geometry and a direction. The mark channels the grit and spirit of the streets, a tribute to his hometown, his love for street culture, and the bold aesthetic of tattoo culture. Within the ‘M’ mark lies a hidden triangle, echoing the iconic shape of Southeast D.C., while subtly weaving in his initials, J and H, like a personal signature etched into the design.
Strength and Clarity — This spirit — relentless, introspective, driven — became the true point of departure. The design challenge requires translating Jalil’s journey into visual DNA — the tension between resilience and elegance, history and ambition, discipline and intuition. The typographic voice and colors balance show how Jalil approaches his craft: decisive but thoughtful.