Green Leaf Standard
In the heart of Manhattan, we brought sustainability to streets with an immersive brand moment for New Balance. To spotlight the Green Leaf Standard and the iconic New Balance 574 Core, we transformed Flatiron District into a living symbol of conscious craftsmanship. From concept through execution, I developed the full suite of graphic design assets and mockups for a custom-built greenhouse installation that invited New Yorkers to step inside the brand’s commitment to a better future – right in the middle of the city.
Role: Graphic Design
Agency: City Eventions
Shoelace Promise
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New Balance
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Shoelace Promise
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New Balance
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Shoelace Promise ✳︎ New Balance ✳︎ Shoelace Promise ✳︎ New Balance ✳︎
Installed at Flatiron Plaza on July 16–17, the activation centered around a “Shoelace Promise”, a simple but meaningful pledge to help create a better environment. This design system extended across environmental graphics, signage, pledge cards, and take-home materials, all unified by a clean, nature-forward visual language that balanced performance heritage with sustainability storytelling. The greenhouse itself became both backdrop and beacon: transparent, hopeful, and rooted in action.
To make the promise tangible, visitors received wildflower seed paper — plantable, purposeful, and beautifully branded— designed as a keepsake that could quite literally grow beyond the event. Every touchpoint was considered, from typography and layout to spatial mockups that helped visualize the experience before build. In collaboration with City Eventions, who brought the physical installation to life, we created an activation that blended design, community, and environmental impact into one cohesive story.
