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Under Armour Boston Brand House wins Shop Gold Award: Soldier credited for designing the clean and modern UAS store.

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Store Design and Graphics: Soldier / Build: Chandler Inc. / Digital Screens: Activate the Space

True to form, Soldier’s consumer facing work is just the tip of the iceberg. Soldier helped performance titan Under Armour turn sports tunnel to fashion runway, through its strategic  go-to-market framework known as the Brand Operating System (BOS)®. The philosophy turned owned service by Soldier was responsible for crafting a new image and identity known as UAS (Under Armour Sportswear) for the performance brand. Previously a brand only considered for the gym and field can now occupy your everyday wardrobe, as true Modern American Sportswear.

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Store Design and Graphics: Soldier / Build: Chandler Inc. / Digital Screens: Activate the Space

Soldier’s vision for bold honest shapes and geometries for the UAS brand not only informed the graphic language and UAS logo, but translated well through the entire retail system of packaging, graphics, hangtags, patterns and color systems.

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Store Design and Graphics: Soldier / Build: Chandler Inc. / Digital Screens: Activate the Space

The clarifying positioning of the UAS as ‘Modern American Sportswear’ was graced and understated and unique because of it. Ultimately promoting a powerful contrast from what you would expect from an Under Amour Brand House store, while complimentary and future looking.

For more on Soldier’s involvement with UAS: http://soldierdesign.com/work/uas/

Shop! Awards: http://awards.shopawards.org/award_winner_detail.cfm?key=1360&key2=Under%20Armour%20Boston%20Brand%20House