Under Armour was suffering from an identity crisis. For years, their marketing efforts were largely geared towards a male audience with advertisements portraying sparks flying from men chainsawing steel in factories - yet very much wanting to appeal to a larger, broader audience, including women and younger age groups.
Under Armour was already an established, recognized brand. We wanted to use this momentum, but to re-position the company through messaging/branding that shows the company’s maturity, confidence, and poise. The talented marketers at Under Armour just had to see an example of a new way to view the brand, so we decided to show them a different way to look at themselves.
Begin by changing the internal perception and communications at Under Armour.
- Director: Sam Bennett
- Producer: Natasha Eng
- Design: Ryan Essmaker
We created a set of printed brand communication materials: large scale posters, and flyers that communicated the refreshed vision/brand messaging to all employees at Under Armour. We followed that up with an internal brand video that succinctly and powerfully captured the move away from terse, aggressive messaging to a more distilled confidence of a mature brand. Employees were encouraged to engage with these materials throughout the office, placed on desks and strategically throughout Under Armour’s offices in order to instill the messaging on an ongoing basis. Only then, would the outreach to the public begin.