Bala Footwear

A footwear brand designed specifically for nurses


BALA makes footwear for nurses by nurses. Founded by a team of working nurses and experienced Nike vets, the brand exists to deliver comfort and performance to those who care for us on our hardest days. I joined a team of freelance creatives that worked with Bala from the very beginning. From naming, to identity, to packaging, and ongoing marketing.


CD: Andrew Osborn

AD: Andrew Brynjulson

PM: Kevin Fuller



Identity Design





Closeup of a shoe stepping into a puddle in an alley
Title slide that says Premium Footwear Designed for Nurses

The core insight at the base of the Bala brand was that nurses strike an "impossible balance" everyday. Clean and messy. Hard skills and soft skills. Late nights, early mornings. Our visual system was developed as a way to celebrate that contrast by making the messy beautiful.

Dramatic image of a nurse during surgery wearing scrubs and mask
Logo options on light and dark backgrounds
Overview of brand typography
Nurse in mask holding up a gray shoe next to the word Balance

Since Bala shoes are purpose-built for performance, it was important to develop a way to communicate about the unique technology. Each feature had it's own iconography, naming, and technical language that helped prove that Bala was part of the nursing world.

Nurse with hands on hips, wearing mask
Shoe diagram with callouts for technology
Sample instagram tech imagery
Sample instagram tech imagery
Sample instagram tech imagery
Removing pair of shoes from bag next to image of shoes in puddle

BALA destroyed their pre-launch projections and continues to outfit nurses for the messy days ahead.