A brand to match that runner’s high
Malak Series
THE ASK
When race director Brian Malak approached SLANT, he had a unique challenge: “once runners finish my 200 mile relay race, how do we convince them to travel to a whole new state and do it all over again … twice?
THE OUTCOME
Yeah, that’s three states, each with their own version of his impressive 200 mile and 70 mile relay races. The problem was, each event was operated and marketed independently. We saw an opportunity to develop all-encompassing brand to unify the races into a cohesive series, providing incentives for runners to become a ‘streaker’ by completing a relay in all three states.
WHAT WE DID
Naming
Brand Identity
Website
Packaging
Collateral
Advertising
BRAND STRATEGY
SLANT created a new look for the series. The final concept was simple and modern. The interplay of these shapes created multiple meanings: from an abstract take on the letter M, to relay batons being exchanged, to teams in competition. The orientation of the shapes brought a feeling of movement to the icon.
