This is an ongoing series of lookbooks, featuring top styles and products. I was tasked with naming the series to stand out from just “SS17LOOKBOOK.” I thought it was important to add the second line of “The xx Edition.” This adds a more elevated experience and makes you wonder what the next edition will feature. Along with naming the series, I wrote copy for all lookbooks on ua.com. Many times this was created using existing imagery and having to make a story or perspective from nothing.