NEW BALANCE [APPAREL]

This conceptual project explores how New Balance apparel graphics can flex across two distinct consumer mindsets: a younger, trend-led audience and a more heritage-driven, authenticity-focused customer. Rather than designing in isolation, I defined clear behavioural and stylistic differences between these groups and developed graphics that responded directly to their motivations. For the younger consumer (16–30, urban, socially influenced), I explored bolder branding, confident placements and high-impact executions that move fluidly between performance and streetwear. For the more established customer (25+, quality and longevity focused), I shifted toward refined typography, restrained palettes and timeless compositions rooted in brand heritage. The result is a strategically considered range that balances cultural relevance with long-term brand integrity.