For over a decade, McFaul–Day worked as

a trusted creative partner to New Balance

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— and as Executive Creative Director, it was my job to honour that trust.

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We shaped the creative direction that kept New Balance authentic,

purposeful, and culturally grounded.

We clarified the brand rather than reinventing it,

distilling years of craft and collaboration into a global identity

‍rooted in precision and humanity.

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From (re)defining the brand voice to shaping campaigns across lifestyle and performance,

the ambition was always the same: use creativity to move both business and culture forward.

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CULTURAL RELEVANCE ISN’T JUST ‘EARNED’– IT’S FOUGHT FOR, PROVOKED, AND OFTEN MAKES PEOPLE SQUIRM. MOST BRANDS PLAY IT SAFE, ‘FLIRTING’ WITH CULTURE FROM A DISTANCE INSTEAD OF GETTING THEIR HANDS DIRTY AND DOING THE UNCOMFORTABLE WORK THAT REAL RELEVANCE DEMANDS.

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But the real strength of that partnership came from the people:

an amazing team who brought clarity, craft, and conviction to every brief,

and client partners who felt more like family than stakeholders.

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Together, we built work that mattered.

That approach helped support the brand’s growth from $3bn to $7bn,

but what matters to me is something quieter:

the confidence, clarity, and soul New Balance carries today.

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A brand that shows rather than shouts. A brand with purpose in its bones.

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The work celebrated making, honoured community, and found poetry in purpose.

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It reminded me why I do what I do:

‍creativity only matters when it has soul.

We created a global brand system used today by every market, team, and partner agency.

It defined voice, visuals, and behaviour in a way that gave freedom, not restriction.

There will always be one New Balance — from TikTok to tissue paper.

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Intelligent, confident, and unmistakably itself.

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WORK IN THE NOW.

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NEW BALANCE IS A BRAND WITH HERITAGE,

NOT A HERITAGE BRAND.

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This partnership taught me the power of humility, collaboration, and creative mentorship.

It showed how far a team can go when everyone is aligned not by ego, but by belief.

TAKEAWAYS

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01

Established a distinct global voice rooted in authenticity and cultural insight,

resonating across key markets (UK, US, EMEA, Japan).

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02

Led creative direction across lifestyle and performance,

delivering emotionally resonant work that cut through noise

while staying true to the brand’s evolving identity.

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03

Built a comprehensive global brand system defining voice, visuals, and behaviour,

now used by internal teams and agencies worldwide.