New Balance - Tiago
The Company
New Balance, is one of the world’s major sports footwear and apparel manufacturers. Based in Boston, Massachusetts, the multinational corporation was founded in 1906 as the New Balance Arch Support Company. New Balance maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where it produces some of its popular models.
The Brief
New Balance launched a new model called New Balance Tiago Lemos in their skateboarding line for the Brazilian skateboarder Tiago Lemos. As a part of the launch, they wished to create a series of promotion posters to show of the different colorways. New Balance wanted 3 different posters, that combined the shoes with a illustrative style. They wanted the posters to, first of all, show that this model is made for skateboarding, while also having a fun and playful style that resembles skateboarding as a sport.
The Process
When designing something like this, I always spend a lot of time on the layout. This project specifically required that every design would lead the eye to the product, and I’ve tried to accomplish that, by using the different elements to create some sort of frame, that would lead the user to the product. As with every project I work on, it always starts with iterations of sketching until the final sketch can be inked and coloured.
