Be a Maker

New Balance — Customization Program Launch

Packaging & Experience Strategy

I worked with New Balance to design and launch their shoe customization program across both in-store and online channels. This initiative empowered customers to create their own NB designs and see them come to life—turning sneaker shopping into a deeply personal experience.

Our design approach considered the full journey, from in-store customization zones to the unboxing experience at home. We focused on the emotional moment when a customer opens their custom shoes for the first time—hoping they look as good in person as they did on screen. We treated this moment with care, designing packaging and inserts that felt special, personal, and full of anticipation.

As we put it during the process:
“For the buyer, opening the box and laying eyes on their custom NBs is a big moment. Let’s make sure this insert delivers on that anticipation.”