Collaboration with New Balance: Custom Illustrations for Seasonal Lifestyle & Sportswear Collections

New Balance approached me for an artist collaboration, leading to the opportunity to create custom graphic artwork for their seasonal collections.
This collaboration evolved into an ongoing relationship where I contributed dynamic, sport-inspired illustrations for various product lines. Each piece reflects New Balance’s active lifestyle ethos, blending minimalist and playful design elements that resonate with their brand voice.

Working with New Balance allowed me to explore creative direction in sportswear, combining visual storytelling with fashion to engage a wide range of athletes and customers.

I was asked to reimagine the New Balance logo in my hand-drawn style by blending their brand with storytelling and movement.

The illustration loops the iconic NB logo into a world of playful characters, inspired by motion, connection, and creative energy.

This piece was used across NB's campaign content, showing how illustration can bring warmth and texture to global brand visuals.

One of the challenges I face when collaborating with large brands is incorporating their logo into the artwork. The logos are often protected by legal teams to make sure it isn’t changed and meets all the legal requirements. This is to preserve the integrity of the brand!

For brands that value storytelling, the illustration also needs to capture brand voice and resonate with consumers.

So we need to find ideas that align with the brand but are also fun, interesting and commercially viable!

Explroing ways to do this is one of my favourite parts of the creative process! Some logos are harder to do this with than others! They come in all sorts of shapes and sizes!

Always up for the challenge