Global marketing system redesign for a clear, scalable brand expression across retail.
SCOPE
Global strategy, retail marketing, environmental graphics
ROLE
Design system development, research, asset curation, production oversight
UNDER ARMOUR TEAM
Nathan Grundauser
Katrina Connelly
The brand required a unified design system to support global footwear marketing across diverse regions, budgets, and retail formats. Our objective was to create a scalable, modular framework that elevated product storytelling while integrating seamlessly into existing brand operations.
We partnered with strategists, product teams, designers, and factory partners to understand how footwear is designed, tested, and manufactured. These insights informed a flexible system built around core questions of performance, movement, material construction, and quality. The resulting framework allowed regional teams to update content without redesigning the system itself.
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FOOTWEAR DESIGN DISCOVERY Under Armour’s footwear process became the foundation of the visual language. Sketches, photography, material callouts, and performance data were organized into a consistent structure that could scale from standard print to premium in-store executions. This ensured clarity and cohesion across categories while accommodating varying levels of investment.
Seasonal footwear glorifiers extended the system for key product launches. A modular quadrant layout enabled adaptable typography, imagery, and technical illustration while preserving a unified brand expression. Photography communicated intended use, while diagrams and sketches clarified product technology. Physical displays elevated the system through dimensional mounting and precise graphic framing.
Developed through close collaboration with engineers, developers, wear-test teams, and material analysts, the system translates complex product development into clear, consumer-facing storytelling. Designed to live in-store for one to three years, the framework supports ongoing updates while maintaining long-term consistency and brand integrity.
