Client: New Balance
Creative Director: Joe Robinson of Joe Freshgoods
Role: Design Director & Motion Designer – Promo, Graphics Package & Set Visualization

Project Overview

Shared Spaces was a powerful community event presented by New Balance’s Conversations Amongst Us platform, which aims to amplify Black voices and drive real, systemic change within sports culture. Curated by Joe Freshgoods in partnership with Black Soles, the gathering brought together athletes, creatives, and internal teams to explore identity, equity, and representation.

Objective

Develop a fully animated motion graphics promo to introduce and promote the event across all key social channels: New Balance, Joe Freshgoods and Conversations Amongst Us.

Establish a clear and emotionally resonant visual language that would inform the style of the overall event.

Deliver a complete graphics package for the show, including lower thirds, title sequences, transitions, and overlays.

My Role

As Design Director, I created all core motion assets that shaped the visual tone of the event:

Promo Design & Animation: Concepted and animated promo using After Effects, focused entirely on type, shape, and movement to communicate energy and purpose.

Graphics Package: Delivered a modular suite of branded graphics tailored to the tone and goals of the event.

Set Visualization: Built a detailed Cinema 4D mockup to preview the stage environment and logo integration.

Creative Approach

Led with restraint and clarity, using typography, timing, and minimalistic animation to support the event’s values.

Focused on openness, belonging, and respect, echoing the spirit of the conversations without overpowering them visually.

Designed for both emotional impact and technical usability across internal and external platforms.

Technical Execution

Software Used: After Effects (promo & graphics), Cinema 4D (set mock), Photoshop (asset prep)

Delivered assets in multiple aspect ratios for Instagram, Twitter/X, and YouTube

Impact

The animated promo set the creative tone for the entire Shared Spaces experience and served as the first public facing expression of the event.

The graphics package helped elevate the presentation without diluting the message.

“Together, we can close the gaps in representation, build equity over time, and be a leader in creating solutions to systemic problems in our industry.”
— New Balance, Conversations Amongst Us