An A2 poster inspired by Colum McCann’s Thirteen Ways of Looking. This project delves into my obsession with grey New Balance sneakers (more specifically, the 40th anniversary Made in UK 991s) and understanding what defines the product, the series, and the brand.
Concept
Literature reviews and archival research was conducted to understand the roots of the brand; how it developed from a humble sole supplier to the independent giant we know of today, as well as the design process behind how their silhouettes and signature colourway came about.
This process pushed for a direction that involved photography as it related closer to the streetwear “hypebeast” sneakerhead culture.
Art direction was conducted by myself; props included in the set were fabricated and sourced specifically for this shoot.
Final Outcome
The result is a scene that studies the brand and product through 13 different ways of understanding and visualising what New Balance means to its customers and the community as a larger whole, building on the legacy that has been continuously moulded through the decades.
