New Balance .com

Andy McLeod | Designer

This concept series reimagined how NewBalance.com could transform a major cultural moment into an immersive digital brand experience. Using Coco Gauff's Australian Open campaign as the narrative, the project explored how editorial storytelling, commerce, and athlete content could seamlessly coexist, allowing fans to experience the moment while naturally discovering the products behind it. Three distinct creative directions were developed to test different approaches to visual storytelling, interaction, and brand expression while supporting New Balance's premium positioning.

Direction 1 — Cinematic Commerce
A cinematic, high-impact experience that paired immersive photography and motion-inspired layouts with contextual product storytelling. Commerce was integrated directly into the narrative, allowing users to shop the moment without interrupting the story.

Direction 2 — Editorial Heritage
A refined editorial direction inspired by premium magazines, balancing elegant typography, generous white space, and rich storytelling. This concept positioned New Balance as a heritage brand by giving equal weight to the athlete's journey and the products that supported it.

Direction 3 — Modern Expression
An experimental visual system that used oversized typography, layered compositions, and bold art direction to celebrate the emotional impact of the moment. Designed to feel like a digital campaign rather than a traditional ecommerce page, it pushed New Balance's visual identity into a more expressive, fashion-forward space.