Hell's Kitchen Young Guns is the 20th season of the world-renowned reality cooking show starring celebrity chef Gordon Ramsay. This season takes the intensity up a notch by giving the youngest Hell's Kitchen contestants in the show's history a shot at making their mark in Hell's kitchen. The client asked us to reinvent the show’s stylistic approach to make this season stand out from the previous 20 seasons. We aimed to elevate the look of the show with key art that used a design forward solution. The goal was to highlight what sets this show apart from every other cooking show out there, chef Gordon Ramsay. The client asked us to capture Gordon's in-your-face, badass, attitude, and intensity that we all know and love.

We took the client's direction as an opportunity to take more visual risks with how we portrayed Gordon. Using him as the anchor of the art, we played up the bold, frank attitude he is known for to distinguish him from other celebrity chefs. Our objective was to give more depth and dimension to the key art than past seasons and other shows with celebrity chefs. To do this and grab the audience's attention, we reintroduced the shock-factor his character is famous for and used a color palette (reds, oranges, blacks) distinct from the other chef Ramsay shows.

The key art made for a striking visual and created a bold campaign that distinguished this season from past Hell's Kitchen seasons. In addition, we caught the attention of new and returning Hell's Kitchen viewers by capturing chef Ramsay's unique personality in our stylistic approach. As a result, the client was thrilled with how the final art elevated this season to the top of viewers' watch lists when choosing between competitive cooking shows.