When the conversation began with Athletics Australia about the desire to launch a new running focused fitness brand with activation throughout the athletics pathway, it became clear that they were looking for a a fresh, fast-paced and flexible brand with broad appeal. After much consultation as Project Lead, I established the recommended name and approach for this brand, and the starting gun was fired on Runfit. The dynamic brand mark was developed for impact and contemporary application. The custom brand elements and high contrast colour palette was designed to work well, whether used in a social participation context or equally when compelling competitive athletes. The tonal application of colour is one of the key defining features of the brand and when used with the custom image treatments, the brand achieves both recognition and variation. Launched successfully by Athletics Australia in 2019, Runfit is positioned to add value to the program offering, now and long term.
This work was completed while working at an agency (MMR).