A Marathon for Everyone
Twin Cities in Motion had expanded their vision from being a running organization by and for runners to connecting all people through motion to move our communities forward. This placed a strong emphasis on inviting people of all backgrounds, abilities and relationships to movement into their organization and events. After Superhuman updated the Twin Cities in Motion brand to match its next horizon, we got the chance to create a campaign to bring this spirit to the marathon, their flagship event.
10,000 Reasons to Run
The campaign had two main priorities. One was to invite everyone to find their place in the marathon. The other was to highlight why the Twin Cities is a unique, exciting place to run a marathon, attracting people from all over the country. We came up with the line “10,000 Reasons to Run” because it both evokes the beauty of our bodies of water, which are a unique draw in an urban marathon, as well as the many reasons people choose to come out and celebrate marathon weekend.
Endless stories. Endless purpose.
To make room for endless perspectives, stories, and yes, reasons to run, we created the concept of badges. These could touch on several types of stories:
1) Personal reasons to run, from your bucket list to your health goals.
2) Local landmarks to view and appreciate on the route.
3) The many people who make the event so special, from the cheering community to volunteers, partiers and friends.
The badges can function as stickers on a runner’s bib, so you can proudly share who you’re running for, and why you got up in the morning.
A circular frame
The circle frame/badge concept made it simple for the very talented team at Twin Cities in Motion to create in this campaign language, and develop content throughout the season to hype people up for the big weekend.
What’s next?
This project was part of a multi-part branding and marketing update for Twin Cities in Motion by Superhuman. Keep an eye out for more, and watch your local lightrail to see the campaign imagery!
For now, you’ll catch me at my neighbor’s marathon party sipping on a mimosa on the big day.
TCM Brand Update
Marathon Campaign
Portfolio Brand Harmonization
Creative Credits
Superhuman
This work was done at Superhuman, where I acted as the Creative Director.
Team
Design by Sandy Meirovitz, Design Direction by Andrew Beckman, Copywriting by Angely Guevara, Strategy by Lee Cerier, Project Management by Alex Reimringer and Jill Roesler