BRAND ACTIVATION
New Balance x Dick’s House of Sport
For the launch of the New Balance Ellipse, I designed the visual system for an immersive retail activation at Dick's House of Sport. Inspired by the campaign theme Lose Track of Time, the experience encouraged runners to disconnect from performance metrics and rediscover the joy of running through a series of analog, tactile, and interactive brand moments.
Services Rendered
Art Direction
Experiential Design
Environmental Graphics
Wayfinding & Signage Design
Print Design
Activation Concept Development
Visual System Development
MOOD BOARD
THE BRIEF
Overview
The goal was to develop a cohesive visual system for a multi-zone retail activation, spanning wayfinding, environmental graphics, signage, punch cards, printed collateral, and interactive experiences. The challenge was creating a system that felt tactile and handcrafted while remaining clear, scalable, and consistent across a wide range of physical and digital touchpoints.
THE RESULT
Execution
I developed a visual system inspired by the campaign's analog philosophy, using black-and-white photography, tactile graphics, and clean typography to create a handcrafted feel. Custom icons and stamp graphics drew inspiration from Tampa's coastal environment, while the system was carried across signage, wayfinding, punch cards, posters, social assets, and interactive touchpoints throughout the activation.
STAMP GRAPHICS
