/SERVICE

Visual Identity
eCommerce
App IOS / Android
Photography

/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.

/BRAND & USER RESEARCH

I began by researching the Under Armour brand, target audience, and competitive fitness landscape to understand how the brand could extend into a new digital experience.

User research helped identify the motivations behind running with others and the role that competition plays in performance.

These insights established the foundation for a brand experience centered on energy, competition, performance, and motivation.

/COMPETITIVE & VISUAL ANALYSIS

I analyzed leading running and fitness apps to identify existing interaction patterns, feature sets, and competitive gaps.

The analysis highlighted common expectations around.
• Performance tracking
• Goal setting
• Social connections
• Challenges
• Leaderboards

This helped establish the baseline functionality for Versus while identifying opportunities to differentiate the experience through real-time competition and runner matching.

/BRAND STRATEGY

I translated the research into a visual direction for the Versus experience, balancing Under Armour's existing brand equity with the needs of a new product concept.

The design language emphasized:
• Performance
• Competition
• Energy
• Speed
• Community

The goal was to create a product that felt like a natural extension of Under Armour rather than a separate brand.

/INTERACTION DESIGN

I developed the core information architecture, user flows, and interaction patterns for the experience.

The brand direction was carried through the UX—not just the visual layer—using hierarchy, motion, interaction, and performance-focused information to reinforce the competitive nature of the product.

/VISUAL DESIGN

I translated the brand strategy into a cohesive mobile visual system, including typography, color, imagery, UI components, and visual hierarchy.

The interface was designed to feel fast, focused, and performance-driven, while maintaining consistency with Under Armour's broader brand identity.

/PROTOTYPE, TEST, & ITERATE

I created interactive prototypes and conducted usability testing to evaluate both the usability and clarity of the experience.

Testing informed iterations to the navigation, hierarchy, calls to action, and presentation of race and performance information.

This allowed the visual identity and interaction design to evolve together rather than treating branding as a separate layer applied at the end.

/RESPONSIVE PRODUCT DESIGN

Although the product was designed specifically for iPhone, I applied platform-specific interaction patterns and Apple's Human Interface Guidelines alongside Under Armour's brand guidelines.

The final experience combined brand consistency, mobile usability, clear visual hierarchy, and performance-focused interactions to create a cohesive competitive running experience.