UMBRO - Where did you get that?
A concept campaign that looks back at the old UMBRO logo and updates it for new retro campaign.
By buidling on the brand’s visual language, the campaign introduces the slogan “Where did you get that?” A common phrase when people have conversations about clothing.
The goal being to make this question synonymous with Umbro clothing and vintage shopping.
With 92 million tonnes of textile and clothing waste produced per year, the mentality around reusing clothing needs to change. The ‘Where did you get that?’ Campaign makes second hand clothing cool. The campaign encourages vintage shopping and wardrobe diving, reframing retro clothing as something to share and show off.
I split the 1930s logo so that it still fit within the diamond shape but had a gap to fit a subject within.
I expanded each word in both directions so there was more oppourtunity for variations with
the designs.
When sourcing photography I looked specifically for:
Vintage esque clothing
Sharp angles/lines to compliment the text
Person is the focal point where the gap of the
new UMBRO logo can
fit the subjectQuerying looks towards the camera - as if they are asking the question with their face
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