The Otruska Pack

BRINGING A GLOBAL CAMPAIGN INTO THE RETAIL ENVIRONMENT

For the launch of Otruska, the opportunity was to translate a global campaign into a physical retail experience that could capture the same energy in-store.

The Otruska name was derived from Orthrus, the two-headed dog of Greek mythology, inspiring the two-headed mark at the center of the retail identity. Working from the campaign creative, I developed the retail visual direction, designing the logo, environmental graphics, and spatial mockups that showed how the campaign could come to life within New Balance stores. From there, we partnered closely with the retail team to turn those concepts into physical installations, working through materials, scale, and production while maintaining the original creative intent.

The final experience brought the campaign from screen to store, creating a distinct environment that extended the Otruska story across key New Balance retail locations.

Role: Art Direction / Retail Design
Focus: Retail Experience / Environmental Design / Campaign Translation