New Balance Retail
New Balance Athletics, Inc.
UPSHOT Agency
Sr. Art Director / 3D Environments
SketchUp Pro, SketchUp Layout Pro, Chaos V-Ray, Photoshop, Illustrator, InDesign
Path-to-Purchase Strategy
Executed a three-step communication strategy to guide shoppers from initial intrigue at the window to final conversion at the shelf.
Environmental 3D Modeling
Developed 3D concepts for retail locations, including windows, entrance zones, and shelf/table displays, with current campaign headlines, copy, and photography shown through rendering visualizations to secure stakeholder approval before production.
Technical Specifications
Authored detailed technical packages for vendors, defining materials, dimensions, and detailing for graphics and custom display elements.
Global Brand Alignment
The team localized monthly global creative direction for five stores in three key markets including flagships in New York City, Boston, and San Francisco—ensuring a cohesive brand identity across diverse regions.