Brand Build: Dream On.
Penn Relays is the pinnacle of track + field institution in the USA. Its heritage and history bare as much weight as it’s role as a hotbed for the future generations. We set ourselves to build fandom, brand recognition and positive sentiment for On, creating a reputation as an aspirational brand that understands and values athletes of all ages and levels.
Problem: On needed to build brand affinity and cultural relevance within a historic track & field event beyond traditional product marketing.
Solution: Designed a series of activations leading up to the three days of races, conceiving meaningful connections with the thousands of people who may or may not buy any of our products, giving them lasting mementos of their time at Penn Relays 2023.
Penn Relays is the pinnacle of track + field institution in the USA. Its heritage and history bare as much weight as it’s role as a hotbed for the future generations. We set ourselves to build fandom, brand recognition and positive sentiment for On, creating a reputation as an aspirational brand that understands and values athletes of all ages and levels.
Problem: On needed to build brand affinity and cultural relevance within a historic track & field event beyond traditional product marketing.
Solution: Designed a series of activations leading up to the three days of races, conceiving meaningful connections with the thousands of people who may or may not buy any of our products, giving them lasting mementos of their time at Penn Relays 2023.
Location:
Philadelphia, Pennsylvania
Role:
Designer
Experience Designer: Raquel Mansell
Art Director: Nicole Slevin
Producer: Kaitlin Labich
Category:
Environmental Graphics
Visual Identity Design
Campaign Design
Philadelphia, Pennsylvania
Role:
Designer
Experience Designer: Raquel Mansell
Art Director: Nicole Slevin
Producer: Kaitlin Labich
Category:
Environmental Graphics
Visual Identity Design
Campaign Design
Visual Identity
Retail Activations
