When this leading sports icon wanted to make the move to outdoor products, it chose Fisher Design to translate its brand into compelling design, positioning and packaging that resonates with hunters and shooters, both male and female. Through an edgy, modern system of graphics that was executed in packaging and print under the Always Lethal tagline, Under Armour quickly made a name for itself in this new market, beating out the competition and creating fans from day one. Fisher Design extended this system into interactive branding by creating alwayslethal.com and by designing social media for Always Lethal.