Creative Director and Lead Designer. I build worlds through design, turning product into stories
that move culture.
that move culture.
“Pardon my Passion“ - MUI
NEW BALANCE | DEEP FREEZE
IN-LINE | KIDS PACK
FW 14
Category: Footwear Design | Kids Lifestyle Collection
Overview
The Deep Freeze Pack was a seasonal concept briefed by the New Balance Kids Team to create a winter-themed footwear collection built around storytelling, texture, and playful imagination. My role focused on color, material, and trend direction, translating three unique winter narratives into cohesive product stories across two silhouettes the 574 and 580.Creative Direction
The creative inspiration drew from mythical winter legends and pop culture heroes, expressed through contrasting materials, playful details, and embedded narratives that encouraged discovery through wear. Each concept represented a different “winter archetype,” forming a trio under one unified “Deep Freeze” world:Key Design Details
Abominable Snowman- Storytelling: A whimsical nod to the legendary Yeti capturing the spirit of snowbound adventure.
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574: Featured a custom outsole graphic depicting a skier chased by the Abominable Snowman.
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580: Focused on a material narrative, pairing light blue leathers with wool melton to evoke the texture of snow and ice.
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The two models were connected through shared sockliner graphics that completed the visual story when placed side-by-side.
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Storytelling: Designed to feel tactile and playful, this concept leaned into the warmth and humor of Sesame Street’s Snuffleupagus, giving it a friendly, childlike personality.
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Material Direction: Textured “hair-like” graphic pattern inspired by wool, with subtle hits of blue and orange across both the 574 and 580.
- Logo treatment and color palette unified the concept across materials and form, making it both collectible and fun.
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Storytelling: A stealth-inspired, modern take influenced by Marvel’s Captain America: The Winter Soldier reimagined carefully to avoid direct IP references.
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Material Direction: Utilized a black, grey, and red palette with a digital camo pattern, hidden star details that suggesting a key hero without direct branding ties.
Design Process
- Briefed by the New Balance Kids Design Team to build a cohesive three-part pack around winter storytelling.
- Led concept sketching, material selection, and color mapping across both 574 and 580 silhouettes.
- Developed graphic direction for outsole and sockliner art, ensuring storytelling continuity across all SKUs.
- Worked cross-functionally with materials and product development to refine execution details suited for commercial kids’ product tiers.
Key Highlights
- Designed three complete product stories for the 574 and 580 silhouettes.
- Developed graphic and material direction for each concept under one seasonal pack.
- Created original outsole and sockliner graphics for storytelling continuity.
- Balanced commercial appeal with narrative richness, blending fantasy and familiarity for the kids’ audience.