I don't believe it's meant to be box art, I think it's just the key art for the promotional period.
What is very interesting is the 9.2.5 PTR Blood Elf questline does you have you empowering a polearm, which ends with you unlocking it for a transmog.
Also Chromatus is an established, existing character from almost a decade ago, it is not even close to Zovaal.