Impact Marathon
Rebranding • Graphic Design • Digital marketing
Client: Impact Marathon
Art Direction & Design: Christa Ponce
Strategy & content: Liza Ponce
Photography: Impact Marathon
Impact Marathon is a global running series with races across 4 continents, based in the UK. However, their business model is different to a standard race organisation. They focus on the social impact of each event, combining volunteering with running. Their clients, or 'Impact Runners' as they are known, are extraordinarily mixed and diverse as they attract runners from each of the local communities they serve, as well as international runners.
Due to Impact Marathon’s fast business growth, the branding lacked continuity and a clear identity. Their templates and designs were made for each local market, usually under the time constraints and pressures that come hand in hand with event planning. For this reason, they wanted to bring all the branding together with a more professional, consistent, and energised branding.
As they had been successfully growing for 5 years, this was not intended to be a full rebrand, we were tasked with taking concepts such as their 'impact runner motif', which enjoyed a loyal following and strong brand recognition within the running world, and building the rules to cross platforms and cultures.
At the core of each race is one of the UN Sustainable Development Goals. We wanted to bring that back to the core of the brand, this is what Impact Runners are running for. Each race has a primary SDG and the logo colour palette represents this. By adding these vibrant colours into the branding, we created a framework that would keep the core imagery the same, but identify the races not according to location, but according to Impact.
We took some time to professionalize the 'impact runner motif', bringing the runner into a better physical alignment and enclosing within the hexagon to give context and a strong brand stamp.
We continue to create branding that crosses multiple platforms, from their race tees, to their Instagram. From their website, to their team handbooks. Due to their wide ranging geographical locations our brand concepts must represent Nepal, as well as Guatemala. Malawi, as well as the UK.
Bonito took a massive strain off of me! I had a clear vision for what I wanted us to represent: our values and our energy – but how does that look visually? The team approaches all their work with genuine care for our dreams, I feel supported.
