The New Balance Archives

USING THE PAST TO GIVE THE BRAND MORE MEANING IN THE PRESENT

New Balance has decades of design history, but an archive only matters if people can connect that history to the brand they know today. This work explored how archival products, graphics and stories could become active creative material rather than static artifacts — creating connections between generations of New Balance design.

The objective was not nostalgia for its own sake. It was using history to strengthen authenticity.

Role: Art Direction / Experiential Design
Focus: Brand Heritage / Creative Direction / Storytelling