What started as an enthusiastic voice note from an old college teammate turned into one of the most rewarding creative projects of the year. Michael Soares, founder of New Human, had a vision and he needed someone who understood both his drive and his brand to help bring it to life.
New Human is a fitness brand built around growth, discipline, and becoming the best version of yourself. A billboard felt like the perfect canvas. Bold, unskippable, and rooted in the streets just outside of Boston, exactly where the brand needed to show up.
Over the course of a month, the two of us collaborated closely to design something that could communicate New Human's energy in a matter of seconds. The result was a campaign that didn't just look good, it worked. App subscriptions climbed, brand visibility grew, and watching Michael's business reach new people made the whole process feel deeply personal.
Workflow Breakdown:
Discovery & Brief — Conversations with Michael to understand the brand's voice, audience, and goals
Concept Development — Exploring visual directions that felt authentic to the New Human identity
Design & Iteration — Refining composition, typography, and messaging for maximum street-level impact
Client Review — Collaborative feedback to make sure every detail felt right
Final Delivery — Print-ready files handed off and the billboard brought to life
