Client
Soso's Run Club
Year
2025
The launch of the New Balance FuelCell Rebel v5 brought together New Balance, Rebel, and Soso’s Run Club for an immersive running event and brand activation celebrating the release of the latest performance shoe.
Working as a Graphic & Brand Designer at SLATE Media, my role focused on translating the campaign identity into a series of physical touchpoints throughout the event environment. This included environmental graphics, floor decals, branded coffee cups, event stickers and supporting print applications designed to create a cohesive experience from the moment guests arrived.
The creative approach focused on integrating the New Balance campaign into the activation without overwhelming the experience itself. Each element needed to feel purposeful within the environment while maintaining consistency with the wider product launch and giving runners opportunities to interact with the brand throughout the event.
Together, these details transformed the campaign from a traditional product launch into a physical brand experience. The result was an event environment that reinforced the FuelCell Rebel v5 identity, encouraged interaction and created memorable branded moments across the runner journey.
Produced at SLATE Media.
Scope of Work
Extending the campaign beyond the product.
The event identity was extended across a range of physical touchpoints, allowing the FuelCell Rebel v5 campaign to exist beyond the product itself. Branded coffee cups, floor graphics, stickers and environmental applications carried the visual language throughout the event and helped create a cohesive experience from the moment guests arrived.
Each application was considered within its environment rather than designed in isolation. Maintaining consistent typography, campaign graphics and branding across different scales and formats allowed the activation to feel connected while giving individual touchpoints their own role within the overall experience.
Creating moments people remember.
Effective event branding does more than decorate a space. It becomes part of how guests experience and remember an activation. The physical graphics were designed to encourage interaction with the campaign while creating natural opportunities for photography, social sharing and engagement throughout the event.
Smaller branded details were just as important as the larger environmental applications. Together, these touchpoints created repeated moments of brand recognition, allowing the New Balance campaign to remain present throughout the experience without relying on a single hero application.
Designed for the environment.
Designing for a live event required considering how graphics would be experienced in motion and at different scales. Environmental applications needed to communicate quickly, remain recognisable within a busy event space and work alongside the existing architecture rather than compete with it.
Clear hierarchy and bold campaign elements helped the graphics maintain impact across larger formats, while consistent visual cues connected them back to the smaller branded touchpoints throughout the activation.
Bringing the campaign to life.
Across the activation, the final suite of graphics created a consistent physical expression of the New Balance FuelCell Rebel v5 campaign. From small-scale branded details to environmental applications, each element contributed to an experience that felt connected, considered and recognisable.
The project demonstrates how campaign design can extend beyond traditional advertising and into real-world experiences. By applying one visual language across multiple physical touchpoints, the activation gave runners more ways to encounter and engage with the campaign while supporting a cohesive product launch experience.