Maxwell J. Logan

Elevating sportswear to a style statement

In May 2012 VP of Product Phil Dickinson repositioned me as the creative to lead a new special projects initiative to ignite new audience interest in the brand through inventive product capsules and integrated storytelling. By creating a nimble platform for product away from the seasonal collection, we were able to make compelling statements about the brand's values and shift audience perception from the top down.

The collection takes inspiration from Umbro's provenance in outfitting the GB Olympic Team at the London Games of 1948.

Responsible for the creative behind the Made by John Smedley collection alongside the VP of Product.

Art director of the press and store-front photography, marketing collateral and branding. Photography by Sarah Jones

Visual language and lookbook design for Umbro's top tier product.

Photography by Sarah Jones
Using Format