Led the branding and graphic system for Under Armour Football’s 2025 All-America Game, aligned with the brand’s 30th anniversary.
Goal
Develop a cohesive identity that celebrates Under Armour’s legacy while creating product that feels authentic to its 1996 origins—without losing relevance to today’s athlete.
Develop a cohesive identity that celebrates Under Armour’s legacy while creating product that feels authentic to its 1996 origins—without losing relevance to today’s athlete.
Approach
Built the system around a vintage design language, using the anniversary as a foundation to explore archival references and early brand storytelling. Selected Georgia Pro Condensed as the primary typeface, echoing the typography used in Under Armour’s early years to establish authenticity.
Built the system around a vintage design language, using the anniversary as a foundation to explore archival references and early brand storytelling. Selected Georgia Pro Condensed as the primary typeface, echoing the typography used in Under Armour’s early years to establish authenticity.
Integrated historical brand elements throughout the toolkit, including “Click Clack” from early football campaigns and “We Must Protect This House,” one of the brand’s most recognizable slogans. Subtle details like three roses and three stars were introduced as a nod to the 30-year milestone.
To reinforce the origin story, incorporated a heavy bitmap texture inspired by the brand’s early operational days—referencing the black-and-white fax materials from Kevin Plank’s startup phase. This added a tactile, archival quality while maintaining a cohesive and elevated system.
Outcome
Delivered a historically grounded yet modern identity system that connects Under Armour’s origin story to current product, reinforcing brand heritage through a contemporary lens.
Delivered a historically grounded yet modern identity system that connects Under Armour’s origin story to current product, reinforcing brand heritage through a contemporary lens.