New Balance Brand Refresh

New Balance has always done things its own way—more craft than flash, more culture than noise. We partnered with the brand to develop a refreshed identity and a set of tools that would bring clarity, coherence and quiet confidence to everything they do.

This was their most comprehensive brand system to date, designed to unify communications across ecomm, campaigns, product storytelling, social content and beyond. Rooted in timeless typographic principles, the system brings structure to scale—helping creative teams speak with one voice across markets, channels and time zones.

At the core of the work is a modular, responsive layout framework—rigorous enough to guide, flexible enough to adapt. It allows the brand to show up consistently while creating space for expression where it matters most. Whether for new initiatives or longstanding franchises, retail signage or celebrity partnerships, the system strikes a careful balance between clarity and personality.

The creative behaviours we defined echo New Balance’s design philosophy: considered, editorial, and never excessive. Type is set with care. Layouts breathe. Photography favours the honest over the hyperreal. Across every touchpoint, there’s a deliberate simplicity—refined, but never stark.

We translated the identity into a full suite of digital-first brand guidelines. From tone of voice and asset application to photography direction and typographic hierarchy, the toolkit equips internal teams and partners to create work that’s always on-brand, always on-purpose. The result is a global identity system that puts craft at the centre, scales with intention, and reflects a brand that knows exactly who it is—even when the volume’s low.