Gabby Thomas Brand Set

BUILDING AN ATHLETE WORLD BEYOND PERFORMANCE

Elite athletes are often presented through the same visual language: speed, intensity and competition. With Gabby Thomas, the opportunity was to create something broader; a visual world that reflected both her extraordinary performance in the Olympics and her personality. The direction balanced the power of an elite sprinter with a more considered, editorial approach, creating assets capable of living across brand, product and storytelling. VML had created a comprehensive visual system for the brand, and my role was to evolve that framework for a new athlete while giving Gabby a world that felt distinctly her own.

The result presents the athlete as more than an endorsement. She becomes a distinct character within the New Balance brand.

Role: Art Direction / Global Asset Development
Production & Creative Partner: VML
Focus: Set Building / Concept Evolution / Art Direction