New Balance Campaign Illustration
Hand-drawn illustration for seasonal lifestyle and sportswear collections

New Balance approached me to create custom campaign and apparel illustrations for seasonal lifestyle and sportswear collections.
The aim was to bring warmth, humour and movement into the brand while working within the constraints of a globally recognised identity.

Client: New Balance
Project type: Campaign & apparel illustration
Role: Illustrator / artist collaborator
Usage: Seasonal lifestyle and sportswear collections
Focus: Brand storytelling, logo integration, concept-led illustration

Brief: Create a series of hand-drawn illustrations that could live across apparel and campaign assets, while aligning with the New Balance brand.
The work needed to feel playful and human, without compromising clarity or brand recognition.

I explored ways to integrate the New Balance logo directly into the ideas, using it as part of the storytelling rather than something applied afterwards.

The concepts focused on:

• Movement and sport

• Simple, readable compositions

• Playful and slightly unexpected ideas

This allowed the work to feel expressive and characterful, while remaining commercially usable across apparel.

One example plays on a simple visual question; What came first the chicken or the sneaker? Playing into New Balance’s heritage.

The ambiguity creates a moment of curiosity, while still tying directly back to the product and brand.

The final illustrations were used across seasonal lifestyle and sportswear collections, designed to be both visually engaging and easy to wear.

The work balances personality with clarity, helping the brand communicate in a way that feels more human and recognisable.