Under Armour All-America King of Diamonds (2025)
I designed the full visual identity and event graphics for the return of the Under Armour All-America Baseball Game at Camden Yards.
I designed the full visual identity and event graphics for the return of the Under Armour All-America Baseball Game at Camden Yards.
Goal
Create a brand system that moved beyond Under Armour’s standard training aesthetic—something more elevated, culturally relevant, and aligned with modern baseball style.
Create a brand system that moved beyond Under Armour’s standard training aesthetic—something more elevated, culturally relevant, and aligned with modern baseball style.
Graphic Toolkit
Approach
Drew inspiration from late ’80s and ’90s MLB fan apparel, combining bold serif and script typography with ornate detailing. I grounded this with the timeless minimalism teams like the Yankees and White Sox and introduced mint as a primary color to reflect current trends among baseball athletes to bring a fresh, distinctive edge to the brand.
Drew inspiration from late ’80s and ’90s MLB fan apparel, combining bold serif and script typography with ornate detailing. I grounded this with the timeless minimalism teams like the Yankees and White Sox and introduced mint as a primary color to reflect current trends among baseball athletes to bring a fresh, distinctive edge to the brand.
Developed a custom blackletter typeface used across the entire collection, with letterforms built around the diamond shape featured in the King of Diamonds logo. This created a cohesive visual language and a unifying motif across all assets.
Outcome
Delivered a cohesive, trend-forward branding system applied across event branding and product, helping position the All-America Game as a modern, culture-driven moment within baseball.
Delivered a cohesive, trend-forward branding system applied across event branding and product, helping position the All-America Game as a modern, culture-driven moment within baseball.