ROLES
Creative Director: Rob Krolick
Senior Graphic Designer: Bradford Roberts
Project Description
Senior Graphic Designer: Bradford Roberts
Project Description
As part of NCG Visuals, I contributed to the design and production of the Under Armour Collegiate Design & Innovation Showcase, an immersive event celebrating 20 years of Under Armour’s impact on collegiate athletics. Hosted in New York City, the showcase highlighted the brand’s legacy of innovation and its deep-rooted partnerships with college football programs across the nation, coinciding with the unveiling of the new Yale University football uniforms.
Working collaboratively with the event’s lead creative team, I helped conceptualize and execute the spatial graphics system that transformed the venue into an experiential timeline of Under Armour’s evolution. My responsibilities included developing large-format environmental graphics, preparing production-ready artwork, and coordinating the layout of historical storytelling panels and brand identity displays.
The design system combined bold red and white storytelling boards with clean typography and archival photography, each display marking a key milestone in the company’s journey from its 1996 founding to its modern-day dominance in performance apparel. Full background displays for uniform models are also included. Complementing the visual storytelling was a logo evolution wall, showcasing the brand’s transformation through three distinct eras of its iconic “UA” mark.
The resulting environment served as both a historical retrospective and brand experience, immersing guests, athletes, and media in Under Armour’s relentless pursuit of innovation and performance.
PROGRAMS
Adobe Illustrator, Adobe Photoshop, Adobe InDesign
Challenge
Designing the Under Armour Collegiate Design & Innovation Showcase required transforming a raw event venue into a fully immersive brand environment that celebrated two decades of sports innovation. The challenge was to create a spatial storytelling system that aligned with Under Armour’s bold, performance-driven aesthetic while presenting historical content with clarity and impact. The graphics needed to function at large scale, withstand close-up scrutiny, and guide guests through a curated narrative experience. Working within an established creative direction, the task was to refine concepts, expand visual components, and prepare production-ready artwork that preserved brand fidelity across a wide range of formats and materials.
STORYTELLING BOARDS
INSIGHT
Audiences connect most strongly with environments that offer both emotional resonance and informational clarity. Under Armour’s history is rooted in innovation, grit, and a distinctly competitive spirit, qualities best expressed through confident typography, assertive color, and dynamic spatial layout. A key insight emerged: the environment needed to feel like a physical timeline of Under Armour’s evolution, allowing guests to move through the brand’s history as if walking through its growth. By pairing archival photography with modern design cues and bold red storytelling boards, the space could capture both heritage and forward momentum, reinforcing the brand’s identity at every step.
Audiences connect most strongly with environments that offer both emotional resonance and informational clarity. Under Armour’s history is rooted in innovation, grit, and a distinctly competitive spirit, qualities best expressed through confident typography, assertive color, and dynamic spatial layout. A key insight emerged: the environment needed to feel like a physical timeline of Under Armour’s evolution, allowing guests to move through the brand’s history as if walking through its growth. By pairing archival photography with modern design cues and bold red storytelling boards, the space could capture both heritage and forward momentum, reinforcing the brand’s identity at every step.
UNDER ARMOUR LOGO EVOLUTION WALL GRAPHIC
Execution
As part of the NCG Visuals team, your work spanned concept refinement, environmental design, and large-format production preparation:
Environmental Storytelling System
Helped conceptualize the spatial narrative, organizing historical moments into a chronological pathway of red-and-white storytelling boards.
Designed large-format panels featuring archival photography, milestone text, and bold typographic structures to showcase Under Armour’s evolution from 1996 onward.
Brand Identity Displays
Contributed to the creation of a logo evolution wall highlighting three distinct eras of the
iconic UA mark.
iconic UA mark.
Ensured visual consistency across archival assets, typography, and color usage.
Uniform Model Backgrounds
Developed full-scale background displays for showcasing new Yale University football uniforms, aligning motion, pose framing, and brand presence with the exhibition’s overall design language.
Production & Technical Preparation
Edited, refined, and prepared artwork for fabrication, ensuring accurate color, material compatibility, and scale integrity across all substrates.
Coordinated with the lead creative team to layout panels, determine spatial sequencing, and finalize installation-ready files.
The final system blended brand history, modern design, and architectural flow to guide attendees through Under Armour’s collegiate legacy.
UNIFORM DISPLAYS WITH MODELS
Provided uniform sources (Below)
Impact
The completed showcase delivered a powerful experiential environment that elevated Under Armour’s presence at a key moment in its collegiate partnership narrative. The immersive timeline, archival storytelling, and bold environmental displays reinforced the brand’s authenticity, innovation, and long-standing commitment to athletic performance. Guests, including athletes, partners, and media, experienced a visually cohesive, emotionally compelling retrospective that celebrated the brand’s influence on college football. This project highlights my ability to contribute to high-profile experiential design, execute large-scale installations, navigate production complexities, and translate brand history into an engaging, spatially driven narrative.
Stefon Diggs
From right to left: Adam Clement, Stefon Diggs, Hannah Storm, Jerian Grant, Josh Rattet. Photo via UA
Jerian Grant
Stefon Diggs, Jerian Grant, and Hannah Storm
