Proposal, not installed. Seoul Run City extruded text installation
Proposal, not installed. Seoul Run City vinyl wall cling
Baltiflage is a pattern based on the Maryland flag, and used in a variety of ways in the Under Armour library. However, there has been some hesitation to use it prominently in a retail setting, due to the bulbous elements that some object to. To begin this project I modernized the Baltiflage pattern, removing its round elements and introducing secondary line work to add more visual interest (below). This became the base for many elements throughout the store.
Baltigrid development
Protect This House wall, design intent
Baltigrid surface used for column wraps
Athlete column wrap, Andy Murray
Athlete column wrap, Lindsey Vonn
Athlete column wrap, Stephen Curry
Athlete column wrap, Misty Copeland
Athlete column wrap, Anthony Joshua
Top floor fitting room hallway, Jordan Spieth
Escalator Wall Installation, timeline of major international competition wins (including Olympic medals) by Michael Phelps. The Baltigrid pattern is used on the image's left side to complement the 3D Baltigrid elements that surround the escalator.
Timeline (close-up)
Under Armour's suite of Connected Fitness apps includes MapMyRun, which allows users (among other features) to map and track their runs. An internal Under Armour team, Single View of Consumer, can use this data to track an area's exercise habits and build visualizations based upon that data. We use this data, as well, to create compelling maps which show the human activity in a given area, bringing local storytelling into evergreen in-store artwork.
For this store (and going forward), I proposed new language based upon the title of a George Bodenheimer book, Every Town Is a Sports Town. All cities boast large populations of athletes who participate in all manner of sports. In this vein, I proposed the language: [City Name] [Sport] City (here, Seoul Run City), which can can contain many variants (Seoul Golf City, Seoul Hoops City), and can be adapted globally.
Proposal, not installed. Seoul Run City extruded text installation
Proposal, not installed. Seoul Run City
Youth column wraps (vertical jump; Who Will You Become (not installed)) and floor decal (standing broad jump)
Bottom floor fitting room hallway, The New Tradition In Sport
The New Tradition In Sport (close-up)
This creative for digital is based upon Bojagi, a traditional Korean quilting technique. Built atop the Baltigrid pattern, this artwork is a nod to local custom. The typeface used is based on the Baltigrid pattern, and was developed by Nathan Grundhauser.
Still for digital display, Seoul Run City
Still for digital display, Seoul Run City
Still for digital display, Seoul Run City
Still for digital display, Under Armour / Seoul
Still for digital display, Under Armour / Seoul
Still for digital display, Under Armour / Seoul
Still for digital display, Seoul Football City
Still for digital display, Seoul Football City
Still for digital display, Seoul Hoops City
Still for digital display, Seoul Hoops City
Still for digital display, Seoul Golf City
Still for digital display, Seoul Golf City
Still for digital display, Seoul Golf City
Still for digital display, Seoul Golf City
Still for digital display, Seoul Golf City
Still for digital display, Seoul Golf City
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Under Armour Brand House: Gangnam, South Korea
Art direction and principal designer for Under Armour's new Brand House in Seoul, South Korea. My work included environmental graphics, window displays, POP materials, and design for digital content.
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