Digital Theory – Patrick Lai

Digital Theory Digital Theory Digital Theory

/SERVICE

Visual Identity
Print Design
Publication

/GOAL

Create a distinct digital brand experience for Under Armour's competitive running concept while maintaining the strength and energy of the existing brand.

Project Goal
The challenge was to translate Under Armour's established identity into a new running experience centered around competition, performance, and social motivation.

The Goal: Develop a visual and interaction language that feels unmistakably Under Armour while giving the Versus experience its own identity and personality.