The Center for Modern Running was New Balance's statement on what running culture means beyond the race itself,
a meeting point, a cultural space, a moment of community built around one of the world's most iconic marathons.
For a project like this, every visual element had to carry the same weight as the event itself.

Working within the creative framework set by Beinghunted, Joy Studio designed the micro sub-logo for the Center for Modern Running — a mark that needed to function as part of the broader New Balance identity while communicating the specific character of this event and space.

The design direction extended across the visual language of the space — ensuring consistency between the brand identity and the physical experience of the Center. The brief required precision: a small studio working within a large brand's ecosystem, adding without overwriting.

Joy Studio has worked with running culture from the inside for years — as runners and as designers. The New Balance Berlin collaboration came through Beinghunted, one of the most respected voices in running and culture globally. Working alongside them, and with Vaust Studio on interior design, placed this project at the intersection of sport, architecture and brand identity.