Gabriel Neila Artist Portfolio

Command center · Data storytelling

Under Armour Social Command Center

A 12-screen social command center that gives Under Armour’s executive hall a glanceable view of the brand’s social presence.

Under Armour display wall in the Executive Hall
Role
Senior Product Designer
Year
2018
Client
Under Armour, Baltimore
Format
12 vertical screens across two walls

The 30-second version

Short on time? These four cards are the whole case study.

  • Problem

    Under Armour’s leadership lacked a clear view of the social conversations around the brand and its competitors.

  • My role

    Senior Product Designer on the Sprinklr team, responsible for the layout and visual design of the display wall.

  • What I did

    Planned how content spreads across 12 screens, wireframed it for the marketing team and designed a visual system that fits the room.

  • What changed

    The wall went live in 2018 in the Executive Hall, where employees, executives and visitors pass every day.

01

Context

Under Armour was modernizing its Executive Hall in Baltimore. The hall is a gathering space for teams and the main route executives take to their offices.

The company asked Sprinklr for a Social Command Center on 12 vertical screens that would show Under Armour’s activity across social channels.

02

The challenge

Important social conversations about the brand and its competitors were not reaching leadership. The C-suite wanted a better-informed view of where Under Armour stood.

The wall had two jobs. For visitors it needed to work as a brand showcase. For employees it needed to prompt conversation about the company’s social presence. Both audiences would mostly see it while walking past.

03

Approach

Designing for the room

Under Armour shared a rendering of the space. Wood ran throughout, including the wall behind the screens. I built the palette from the brand’s darker grays with red and white as accents, so the data stands out and the wall still belongs in the room.

Rendering of the Executive Hall
Under Armour’s rendering of the space.

Twelve screens, one story

The installation put six vertical screens in a single row on each of two walls. I created high-fidelity wireframes showing how information would be distributed across all 12, which gave the marketing team a clear picture of the final layout before anything was built.

Storyboard wireframe for the 12-screen layout
The storyboard wireframe showing content across the screens.

Choosing what appears

The wall is about highlights: sports moments and the social reach of sponsored athletes. The implementation team built rules with Sprinklr AI to select the strongest posts from each channel, so the content on screen stays aligned with the brand’s priorities without manual curation.

Display wall mockup, north side
Mockup: north wall.
Display wall mockup, south side
Mockup: south wall.
04

Outcome

The Display launched in 2018 on the north and south walls of the Executive Hall. Under Armour’s team was pleased with the result.

Installed display wall in the Executive Hall, 2018
The installed wall in the Executive Hall, 2018.
05

What I learned

  • Editing is the hard part. Under Armour’s social data held far more good stories than 12 screens could carry. Most of the design work was deciding what to leave out.
  • The room is part of the brief. Materials, sightlines and walking pace shaped the palette and layout as much as the data did.