THE ASK: Develop the Visual Center and Campaign Style guide including retail for UA SS23 SMARTFORM.
BRAND CONCEPT: SS23 Q1 celebrates training and highlights products that deliver everything the team sport athlete needs to be ready for anything. Versatility leads the way, from the new UA Flow Dynamic training shoe that does it all, to the UA SmartForm evolution bra with a fully adaptable design.
RETAIL: Elevated retail is designed as a shared build—all custom fixtures created for the UA Flow Dynamic campaign may be easily updated for the SmartForm campaign through graphic swaps, rGb LeD colors, mannequins, and product merchandising. Throughout the retail journey, vibrant colors serve to highlight product. From glowing gradients surrounding premium product displays in the elevated window, to shoppable moments within the entry and table displays, these colors stand out in the retail landscape and offer energy and dynamism to catch the eye. The use of layered materials, from gym floor to turf and wood, evokes authentic gym environments with the addition of custom weight plates and kettlebells as props. Athlete imagery is selected to showcase versatility in
training, with a range of movements and moments of authentic emotion and focus.
BRAND CONCEPT: SS23 Q1 celebrates training and highlights products that deliver everything the team sport athlete needs to be ready for anything. Versatility leads the way, from the new UA Flow Dynamic training shoe that does it all, to the UA SmartForm evolution bra with a fully adaptable design.
RETAIL: Elevated retail is designed as a shared build—all custom fixtures created for the UA Flow Dynamic campaign may be easily updated for the SmartForm campaign through graphic swaps, rGb LeD colors, mannequins, and product merchandising. Throughout the retail journey, vibrant colors serve to highlight product. From glowing gradients surrounding premium product displays in the elevated window, to shoppable moments within the entry and table displays, these colors stand out in the retail landscape and offer energy and dynamism to catch the eye. The use of layered materials, from gym floor to turf and wood, evokes authentic gym environments with the addition of custom weight plates and kettlebells as props. Athlete imagery is selected to showcase versatility in
training, with a range of movements and moments of authentic emotion and focus.
