Under Armour
Problematic system on a global scale.
We partnered with UA to establish a global design language that transforms the brand's system-defying, non-conformist attitude into a scalable, cohesive design system. Built around the "Be a Problem" brand strategy, the system channels the brand’s inner rebel embracing the belief that we don't play by the rules because the rules were never made for us. Collaborating closely with UA’s internal creative team, the system is designed to be dynamic, expressive, and flexible, the system scales seamlessly across flagship stores, franchise locations, and wholesale doors to create a consistent, impactful brand experience that resonates with their core consumers. To support consistent implementation across global markets, we developed typographic standards and guidelines for the design system. The work evolved into a comprehensive set of retail standards that define the brand’s look and feel.
Retail Strategy
Retail Systems
Art Direction & Design
Omni-Channel Strategy
Systems & Toolkits
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
The system balances multiple elements coming together in controlled chaos: Problematic photography, graphic product names and expressive typography for messaging.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Never boring. Never basic. The system creates graphic shapes with photography and messaging unlocks bold, expressive executions.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
Colors are used to highlight key products and franchises. Heatgear leverages a red color highlight. Velociti , a performance running franchise, uses a highlight green color. Graphic color fields become signposts in the visual system.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
This visual system extends into retail, where the graphic language, content and attitude inform this flagship entry design.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
Tactile elements and disruptive splashes of color bring “Be a Problem” attitude to the retail environment.
