New Balance Ads for BBDO Worldwide

I received an urgent call one recent Thursday from our friend Mike Boulia, an art director at BBDO Worldwide in New York. He was pressed for time and needed two ad comps for New Balance turned in less than 24 hours. After the initial panic of a imminent deadline wore off, I enthusiastically responded "YES, of course!" I hung up the phone, put all other projects on hold and the Tactix team went to work. We explored new logos, icons and layout systems - all to support their central message: "54 points of Total Fit." There was no sleeping that night. Many caffeinated beverages were consumed, lots of sketches were scrapped, and in the end, these images below were the two comps that remained. (click images to see larger)