Deliverables
UI & UX
Design System
Motion Principles
Art Direction
Year
2025
Selected as part of a cross-Atlantic team spanning the US and UK, I worked with the ECD and CD to define the brand expression, to design and delivery.
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.
Team
Ali Barr
David Amorim
David Savage
Ed Davies
Joao Escobar
John Ferguson
Jorik Houweling
Kaleeta McDade
Katie Townsend
Katrina Scott
Kelly Macdowell
Logan Hassig
Marco Jeffery
Sarah Klein
Seth Waterman
Stu Haury
Yvonne Michaelides
Zeel Jethwa
CREATIVE TERRITORY
A design direction inspired by the craft, materiality, framing, texture and modular zones of their flagship stores across the world.
Tactile Elegance, is a creative territory inspired by our visit to the Oxford Street flagship store.
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 experience.
