2. Art Direction
3. Brand Campaign
4. Guidelines
2020
When New Balance launched Fresh Foam X, their latest performance innovation and answer to Nike React and Adidas Boost, they asked us to translate the next-generation cushioning into a visual language.
Engineered for unmatched softness, Fresh Foam X needed an identity as dynamic as the ride itself. We built a system around the “X,” a bold emblem of innovation and precision, and created visual metaphors for softness tailored to each shoe’s personality. The campaign came alive across digital, social, and OOH, merging technology and artistry into a cohesive expression of performance-driven design.