Salt Lake City 2034 Olympics

New Balance Brand Activation

This is an activation buildout reframes the 2034 Salt Lake City narrative by shifting the spotlight from the Olympian to the coach who shaped their ascent. It positions the coach as the emotional center of the experience, transforming the work into a tribute to the unseen force behind every athlete’s rise. Through this VIP Coach appreciation package, the narrative moves beyond “performance gear for coaches” to a human‑driven expression of gratitude and honoring the individuals whose guidance, belief, and dedication elevate athletes long before the world ever sees them.

Brand Identity System

Logotype & Mark Working Together

Color Palette

Chosen Fonts

This identity builds directly on New Balance’s existing brand system, using their established typography and logo as fixed elements. My role was to integrate those assets into an activation-specific system, expanding the color palette and visual tone to support the campaign’s focus on coaches during the 2034 Olympics in Salt Lake City.

Gifted Merch

Hero Item (The Coach’s Jacket as a Symbol of Honor)

Performance for Those Who Inspire it Item (Shoes for Every Step They’ve Guided, New Balance 204L)

Before creating the 3D merch renderings in Vizcom, I first developed sketches to define the look and structure of each wearable.

Message of Appreciation Card & Gratitude Notes from Partners

The left card is the first moment of the unboxing experience: a sincere message from the Team at New Balance. It explains the intention behind the gift and acknowledges the dedication, guidance, and unseen hours that inspired New Balance to honor each coach in this way. The right cards showcase the partner brands who stood alongside New Balance in celebrating these coaches, offering products from their own teams as an added gesture of gratitude for the dedication and impact coaches bring to their athletes.