Industry:
Industry:
Industry:
Project:
New Balance '992' Campaign
Industry:
Retail
Client:
Personal, Passion
Retail
THE '992'
New Balance is known for their diverse range of sneakers that prioritize comfort, sport and the functionality and flow of everyday life. Specifically, The 'Made in USA 992' made its first appearance in 2006 and still makes waves today because it maintains an elevated level of comfort and casualty. The 992 owns itsc legacy; having been worn by many celebs and everyday people + flexible comfort with the ABZORB cushion on the heels ad forefront of the -- so the credibility is undeniable.
THE '992'
New Balance is known for their diverse range of sneakers that prioritize comfort, sport and the functionality and flow of everyday life. The 'Made in USA 992' made its first appearance in 2006 and still makes waves today because it maintains an elevated level of comfort fit for everyday lifestyle. The 992 owns itsc legacy; having been worn by many celebs and everyday people. The heels and forefront is coated with ABZORB cushion thus making the credibility of the 992 undeniable.
THE CREATIVE DIRECTION
Moodboard Inspired by love, laughter, celebration, written notes, texture and a sprinkle of citrus
A calligraphic accent font adds a nostalgic, personal touch, evoking the sentiment of handwritten words.
Mediterranean inspired colors that add warmth and depth
Primary Hero Campaign Ad
CONCEPT & STRATEGY
Originally released in 2006, the New Balance 992 earned its place as a classic, gaining cultural credibility among sneaker enthusiasts and high-profile celebrities. But its reputation goes beyond its looks; equipped with ABZORB cushioning, the 992 delivers lasting comfort engineered for performance and dependable wear. The intersection of classic status, credible comfort and reliability is where 'Street Creds' comes to life. The concept positions the 992 as more than a respected classic; it's a shoe that has the comfort to back up its credibility. The key was connecting the shoe's cultural creds, comfort, and reliability so that 'Street Creds' feels like a natural extension of the product— not just clever wordplay.
​TYPOGRAPHY
The typography direction for this campaign was inspired by the feelings and associations evoked by the words street and comfort. The goal was to translate those qualities into a visual language that reinforces the campaign’s message. Street carries a sense of grit, energy, and movement—qualities that align with New Balance’s roots in performance, sport, and streetwear. Credible comfort is the overarching theme that I'm driving home in this campaign so the font selection for 'Creds' evokes softness, ease, and approachability, which I wanted to communicate through rounded forms, smooth curves. By pairing graffiti-inspired typography with soft, bubble-like lettering, the type system brings these contrasting qualities together. The result visually captures the campaign’s central idea: street credibility meets incredible comfort.
Social Media Designs (below)
Social Media Designs
