Redefining the digital commerce experience for a global iconic brand.
Associate Creative Director
We redefined the overall creative for New Balance's digital commerce experience. Pushing them to remain culturally relevant through a bold new look that is consistant, distinct and true to who they are. New Balance products are brought to life through more in-depth information, cultural context and storytelling. Editorial content, brand campaigns, and product stories are now all connected in a way that encourages the audience to learn more about and purchase their favorite products.
Proof of Concept
From the beginning we looked at the innovative history of New Balance and used that to inspire our early concepts. We brought the emotion of the brand forward while still emphasizing product benefits. We remained true to the past color palette, typography and tone while elevating and evolving the commerce experience with a fresh new approach.
Creating a system
Once our new look and feel was established we began to built our comprehensive design system. The design system embraces minimalism and is modular in structure to create consistency and improve flexibility.
Once our styles were established we delivered a system of site components that is easy to use and flexible enough for new campaigns, trends, and product updates. The style guide and content matrix instructs internal teams how to use, interact with, and manipulate site components to tell their stories.
Following a Playbook
Once our new look and feel was established and we created a Component Playbook designed to help New Balance content and design teams to quickly build out new pages using pre-defined components & content hierarchies.