New Balance
New Balance aims to be the world’s leading premium performance brand, crafting the highest-quality sports products for athletes and fans at every level. Yet its digital storefront did not reflect this ambition or the brand’s deep performance heritage.
Role
Lead/Senior UI Designer
UI Design
Motion Principles
Art Direction
Design System
Creative Direction
Challange
Our challenge was to evolve the website into a brand-led retail platform, piloting a new premium direction during a key brand moment New Balance’s partnership with the Australian Open without compromising commercial performance.
Creative Territory
Tactile Elegance, is a creative territory inspired by the craft, materiality, and modular zones of New Balance's flagship stores. The Oxford Street flagship made the brand's design principles and values legible in physical form.
Each zone carries its own distinct identity and mood, yet everything reads as part of a coherent whole. The space is built to shift with the brand's cultural calendar.
That inspiration shaped our approach: building a connected visual language from the physical store to the digital experience, translating cues and interactions from in-store into the digital product.
Creative Team
Results
+403%
Brand-led storytelling increased discovery and exploration across markets
2-3x
Growth in add-to-cart performance grew across US and AU
