Environment & Experience Design
Jenya Andreev
Cinco Under ArmourRun Forever
Under Armour's strategic shift towards product-led franchise storytelling required a fresh and compelling visual identity for the UA Infinite line. I played a key role in this evolution, art directing the 3D and retail design and leading cross-disciplinary collaboration with graphic and motion design teams. Our objective was to create a brand experience that resonated with the target audience of 16-20 year old varsity athletes, emphasizing product innovation while maintaining brand authenticity.

The resulting toolkit provides a comprehensive visual system for retail, social, and interactive channels, ensuring consistency across all touchpoints and product tiers. From large-scale attract moments to targeted product communication, the retail system is designed for flexibility and scalability, accommodating diverse retail environments and investment levels.

Exploring options for the signature sculptural moment centered within each display, I developed a parametric design approach to create custom sculptural displays, refining the design precisely based on complexity, angles of rotation and profile, to create unique pieces that are easily fabricated by CNC. The culmination is a cohesive seasonal retail campaign, illustrating Cinco's deep understanding of the Under Armour brand and a commitment to creating innovative and impactful retail experiences.

  • Concept Design
  • Experience Design
  • 3D Design
  • Computational Design
  • Drawings & Documentation
  • Art Direction




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