• Loading stock data...
Saturday, July 20, 2024
Join us this September for Tuned In Request to Attend

Interview with Dennis Kennedy, Lead Graphic Designer at PRIME Athletes

By: Nick Zobel, @Nick_Zobel

Dennis Kennedy, Lead Graphic Designer at PRIME Athletes

Front Office Sports is proud to have sat down with Dennis Kennedy, Lead Graphic Designer at PRIME Athletes, a Los Angeles-based athlete management and marketing firm. A native of San Diego, Dennis received a Bachelor of Arts in Kinesiology from Arizona State University and worked as an EMT in the Los Angeles and Orange County area as he prepared for physical therapy school. However, after two years, Dennis made a transition to graphic design, receiving an Associate of Arts degree from the Fashion Institute of Design and Merchandise. Dennis joined PRIME as a graphic design intern in January 2014 and joined full-time upon graduation from FIDM this September. He plans to one day manage his own freelance design company that branches out beyond sports.

What’s your typical day look like?

As PRIME’s primary graphic designer, Dennis rarely has a “typical” day. Dennis’ wide range of projects includes “design for clients, endorsements, sponsors.” Every agent presentation at PRIME goes through Dennis, “usually in the form of a deck, a graphically designed presentation usually through PDFs.” With such a wide range of duties, staying organized is a must for Dennis. “Time management is my toughest job,” Dennis explained “because of all the projects we have with five agents.”

How do you establish a work/life balance?

According to Dennis, maintaining a work/life balance is “easy because sports is my true passion. I don’t feel like I could ever be burnt out on it.” Though work brings its own challenges, it’s manageable because Dennis enjoys the environment. “I get to work in sports, I get to meet professional athletes — clients — I get to watch sports all day.”

What are some of the challenges of entering the industry?

Dennis explained that it’s “hard to say [what the challenges of entering the industry are] because I actually got really lucky. I never thought I would be able to work in sports with my first graphic design gig,” a stroke of luck that Dennis warns “is not realistic, it’s really not.” However, he decided that the biggest challenge is finding experience, because “when you’re applying for a job, most places want three to four years of experience, but where do you go to start?” For those interested in becoming graphic designers, Dennis stressed that it’s important that you get your degree and be professionally trained. “Your portfolio does speak for itself a lot of the time, [but] you could be a wiz with Photoshop, Adobe CS, but if you don’t have any thought or education to come with those ideas your design mind isn’t going to go anywhere. You’re never going to come up with ideas as fast as someone with an education.”

One piece of advice you wish you would have received?

Though Dennis would have preferred to have started his design career immediately after school, he has “done it exactly how I wanted since: graduated with honors, worked hard for it, got a job before I graduated.” However, Dennis explained that the learning doesn’t end when school is over. “Now it’s just finding a balance of getting better while working. You’re creating new material and new ways of doing things, and you don’t have school for that anymore.” Dennis warned that even after receiving a degree, newcomers should avoid falling into the trap of “thinking that you know everything.”

What are some key current sports business trends?

“In sports, it’s literally whatever these young kids want,” Dennis explained. Potential client decks are increasingly more personalized, meaning designers like Dennis need to study athletes and figure out “what they are like, what are they posting on social media. It all comes into play.”

Parting wisdom?

“Find what you’re good at, understand if it makes you happy or not. You could be good at something, but if it’s not going to be fun, you don’t find enjoyment out of it. Find that balance of being really happy with what you’re doing, and perfect it.”

You can follow Dennis on Instagram at: @therealdeek

You can view PRIME Athletes’ website at: https://www.primeathletes.com/

Copy Link
Link Copied
Link Copied

What to Read


How A Shift In Broadcast Strategy Propelled The UFC Forward

Viz Trio is a control interface that works in conjunction with Vizrt’s powerful real-time graphics Viz Engine.

FanSided Turns to Emojis to Help Differentiate NBA Coverage

Being able to stand out in today’s digital media world takes the proper planning and execution. FanSided is one great example.

Not Another Mid-Major: How Grand Canyon Tells Their Story On Social Media

While GCU is technically a mid-major school, the atmosphere that they have built is reminiscent of a power five school

How Omar Raja’s Eye For Highlights Cultivated a Massive Social Following

The 23-year-old has built one of the most engaged sports followings on Instagram.
podcast thumbnail mobile
Front Office Sports Today

‘EA Sports College Football 25’: It’s More Than a Game


Featured Today

The Road to the Return of ‘EA Sports College Football’

This summer, the biggest development in college sports is virtual.
Apr 15, 2024; Brooklyn, NY, USA; Caitlin Clark poses with WNBA commissioner Cathy Engelbert after being selected with the number one overall pick to the Indiana Fever during the 2024 WNBA Draft at the Brooklyn Academy of Music.
July 16, 2024

Women’s Sports Merch Is a $4 Billion Market, but Supply Isn’t Meeting Demand

Retailers can’t make women’s sports apparel fast enough.
Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.
July 14, 2024

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.
Oct 2, 2021; Miami Gardens, FL, USA; NFL commissioner Roger Goddell speaks during the Don Shula Celebration of Life at Hard Rock Stadium.
July 13, 2024

The NFL Is Confident It Can Overturn the Sunday Ticket Verdict

The league may have good reason to believe it can win.

Lamar Jackson, Troy Aikman in Legal Battle Over the Number Eight

The two quarterbacks both have trademarks with the number.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
July 11, 2024

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 26, 2024

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

The Shea brothers insist the Chestnut drama is genuine.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.