Overview
This social media refresh for Under Armour focused on creating a more cohesive visual story through intentional color use and stronger feed consistency. Select products were highlighted across grouped posts to build impact, while a mix of refined brand imagery and custom graphics helped guide attention and improve engagement.
Role
tools
Social Media Management
Graphic Design
Creative Marketing
TEAM
Solo Project
Adobe
Canva
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The image was color-graded with a blue hue to create visual cohesion and elevate the cool, confident mood while keeping the focus on the athlete and duffle bag.
A mountain element was introduced to add depth and visual interest while reinforcing the brand’s performance and adventure mindset. The concept was designed to scale into an Instagram carousel, using multiple frames to communicate the No Weigh Duffle Bag’s versatility and everyday performance in different locations. With you every day, every way, with no weigh.
final thoughts
The goal of this social media refresh was to make Under Armour’s Instagram feel more engaging, visually cohesive, and emotionally motivating. While video content is effective for capturing attention, an overreliance on video can make the feed feel cluttered and inconsistent. A more intentional balance between video and high-quality still imagery would help create a cleaner and more impactful grid.
Incorporating music into select photo-based posts could further increase engagement and strengthen the emotional tone of the content. The aim is for the feed to feel motivating and energizing, encouraging viewers to want to go for a run, hit the gym, or push themselves further. At present, that emotional response feels limited.
By prioritizing visual clarity, consistent quality, and purposeful content selection, the Instagram experience can feel more premium and focused. Special attention to grid and preview images helps reinforce alignment with Under Armour’s performance-driven identity.