Under Armour was looking for an evolved visual language to bring a defiant and youthful energy to match their new brand voice and We Will brand line. We developed a vibrant, layered, kinetic system that carried a consistent visual thread from campaign storytelling through product sale points. The system was introduced through the Will Finds A Way campaign, which highlighted the will of six individual athletes. Each athlete's asset library included long-form film, product-focused films, GIFs, social assets and studio photography, all connected through our visual language.

Logo
UA-Will-Logo-Lockup
Title-Dennis-2
Title-Natasha
Teddy70
Zoe30
Yusra30
Type-6
Type-2
Type-7
Dennis-2
Natahsa-1
Jessie-1
Teddy-1
Yusra-1
Zoe-1
Dennis-Shoe
holiday8_EDIT_square_.2second
Dennis-Shirt
Jessie-FullLook
holiday6_EDIT_square_.2second
Jessie-Bra
Yusra-Shoe
holiday2_EDIT_square_.2seconds
UA-Natasha-Bra
holiday3_EDIT_square_.2seconds
UA-Natasha-Bra-2
UA-Dennis-Legging
holiday7_EDIT_square_.2seconds
UA-Dennis-Shoe
holiday5_EDIT_Square_.2seconds
UA-Zoe-Legging

Process

Process

UA-Will-Lockup
UA-Image-Grid
Grid
Dennis-Grid
UA-Will-Finds-A-Way-Graphics
Dennis-Square
Type-3
UA-Will-Finds-A-Way-Graphics
UA-Will-Finds-A-Way-Graphics2
Title-Natasha
UA-Will-Finds-A-Way-Repeat
UA-We-Will-Finds-A-Way
UA-Will-Finds-A-Way-Outline