As you know, I’m a runner. Last year I designed the race shirts and graphics for the IAAF Gold label Scotiabank Toronto Waterfront Marathon (where coincidentally the 32 year standing Canadian Marathon record was broken).
I’ve done shirt for the marathon again this year, but also have been super busy since December working on the total creative direction for the pride & remembrance run, a 5k run and 3k walk (happening this Saturday if you happen to be in town!).
It’s a pretty unique race, one that draws Olympians and Pan Am Games Athletes, fast local runners, all the local run crews, as well as first time couch to 5k runners, the entire LGBTQ+ community, families, and even pets!
I have been responsible for creating a new brand platform and vision, brand identity, sponsorship strategy, engagements on social, local activations and even assembling an Elite Athlete program. We even brewed a beer! My design responsibility also involved all graphics (beer label included!), race T & bibs, medal design, wayfinding, web & social media.
It’s been a huge project but something I’ve been very happy to work on. Working directly with the Board of Directors, Race Director and the community as well as lots of runner friends has allowed me the opportunity to again combine two of my passions - running & design.
I’ve written Part 1 of an article outlining the branding process. Have a look.
Short Exceprt below-
Your brand is much more than your name, logo, or wordmark. I can however, understand the confusion. Too often we see big companies “re-brand” and just smooth out an old logo or add a new tagline to corporate letterhead.
From my perspective however, a name, logo and wordmark are part of a brand, but it is much more than the sum of these parts. A good brand also encompasses Principles. Personality. Purpose.
A brand is like a company’s DNA – something that guides WHO you are, WHAT you do, WHY and HOW you do it.
A perfect example of this is the recent consulting Creative Direction and branding for the pride & remembrance run. Let’s take a look at the process and see why there is so much more than a logo involved.
Strategy & Positioning
The first step of any branding project is a guided strategic process via questionnaires and interviews to determine the background, goals and positioning keywords for the development of a Brand Brief.
I’ll provide some additional insights and content here ASAP, but just wanted to share. Lots more pics coming post race of course too!