Business & Strategy · A city 10K's identity
Thirty-four years old and done looking like a fun run
A city 10K in its 34th year, ready to stop looking like a fun run from 1998.
The brief, verbatim
I direct our city's 10K — 34th year, 4,000 runners, and it looks like a fun run from 1998. This year it turns beautiful: the identity, a bib people keep, a finisher's certificate that gets framed, the course map runners study like a treasure map, the poster half the town hangs in April, and the sponsor kit that makes the hospital and the credit union write bigger checks because it finally looks worth their name. The committee approved a real budget for the first time in three decades. First Saturday of May. Make a city 10K look like a world marathon's little sibling.
What the room did
Six pieces reading from one iron bridge: the golden-hour town poster, the identity system, a bib whose back reads “You crossed it twice,” a finisher's certificate built to be framed, the course drawn as a treasure map with two gold X-marks on the span, and the sponsor kit designed to make the hospital and the credit union want their name on it.
The deliverable
Build your own
You have a race worth more. Brief the studio in plain English and watch a room of specialists rebrand it.
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