03
03
New Balance
New Balance
Type
Type
Art Direction
Art Direction
,
,
UI Design
UI Design
Year
Year
2025
2025
About
About
The New Balance project set out to translate the brand’s new direction into a digital platform that embodies its cultural shift. Long associated with an outdated image, the brand has reinvented itself as a symbol of style, embraced by trendsetters and mainstream audiences alike. The slogan “Tear apart the social textile” encapsulates this transformation, breaking away from stereotypes and turning the act of wearing New Balance into a statement of individuality and confidence.
The New Balance project set out to translate the brand’s new direction into a digital platform that embodies its cultural shift. Long associated with an outdated image, the brand has reinvented itself as a symbol of style, embraced by trendsetters and mainstream audiences alike. The slogan “Tear apart the social textile” encapsulates this transformation, breaking away from stereotypes and turning the act of wearing New Balance into a statement of individuality and confidence.
Credits
Web Design
Leonardo Carruba
Considerations
This shift was not an overnight change, but the result of years of consistent communication and brand storytelling. By strategically reshaping its narrative and visual language, New Balance was able to reposition itself in the global market — evolving from an “uncool” choice into a cultural icon. The project reflects this journey, showing how a clear vision and sustained effort can redefine a brand’s place in society.
Team
Web Design
Leonardo Carruba
Copywriter
Quote
This shift was not an overnight change, but the result of years of consistent communication and brand storytelling. By strategically reshaping its narrative and visual language, New Balance was able to reposition itself in the global market — evolving from an “uncool” choice into a cultural icon. The project reflects this journey, showing how a clear vision and sustained effort can redefine a brand’s place in society.
