New Balance x Tokoyo design studio
*SPEC PROJ*
Built towards the rising independents of the west-coast, New Balance x Tokyo Design Studios rebuilds the world of running to fit the unordinary runner. New Balance x Tokyo Design Studios tests the boundaries of comfort and utility with through lifestyle apparel— because runners can move anywhere, at any pace, with any clothing that makes them feel best.
Role(s): art direction, graphic design, video editing
Credits
Art direction/ Lindsay Rogers
Design/ Lindsay Rogers
Copy/ Will Lober
Client
New Balance
Year
06/08/2024
Short reel showcasing the New Balance x Tokyo Design Studio collaboration. Subjects in the video promote the garments’ durability through dynamic movement and poses. We embraced the wearability of the apparel by emphasizing its usage during training and downtime. All clips sourced from the New Balance and Tokyo Design Studio Instagram page.
Print executions spread on the walls of big cities with heavy foot traffic. Taking account of New Balance’s strong reputation on the east coast, we decided to target the west coast to challenge established competing brands such as Nike, Adidas, etc.
Three print executions intended for poster marketing. Our goal was to create posters that viewers would want to take home as a decorative piece of art. The three executions pay homage to Tokyo Design Studio’s Japanese heritage through cultural symbols such as shrines, Gundams, and Japanese stamps. In addition, we included Kanji and Katakana within our copy to add to the branch’s authenticity.
Our fourth execution is presented through a lenticular printing concept. The copy of the design changes from English to Japanese when the viewer shifts direction.