Creating a running culture made for women by women
Every Woman's Marathon is exactly what it sounds like, an all-women event spearheaded by an all-female advisory board, partnerships, and wider community. The goal is to provide the most accessible and fun race for women of all levels and abilities.
Every Woman's Marathon is a race, but the goal is not to win. The race exists so that women can show up as a team, regardless of background or ability. At this marathon, every woman is welcomed and encouraged with open arms. We built the race's identity and graphic system based off that idea of unity as the core foundation. Themes of community and togetherness radiate throughout all assets.
Invitation to unite. The logotype is blocky and bold, meant to represent the ambition of this event, creating a clear message for women to come together. Keeping the logo stacked and slanted mirrors a flag-like shape, championing our community as a group all to our own. The emblem represents the uniting force between Every Woman's Marathon and Milk's sponsorship. The colorful gradient bursts outward as a symbol of the collective energy and joyful celebration that emerges when we all come together.
Represent every woman. Our broad range of colors in our gradient system represent different types of runners, such as The Moms, The Barefoot Runners, The Newbies, The Walkers, The Easy Runners, and The Celebrators. The varying color combinations and thickness within the gradient work together to further highlight the sense of community resonating between all participants.
Move Together. By using shapes and paths as metaphors, our graphic language aims to inspire and uplift our audience by capturing these daunting distances as a collection of small wins worth celebrating. Our gradient paths create a blur effect, mimicking the moving city sensory as you are running or in motion. The choreographed movements represent the different twists, turns, and pause within any given runner's journey.
Say it with confidence. LL Supreme presents a tougher, crisper and more geometric take on the classic typeface Futura, and, it was used in the previous Milk's 26.2 sponsorship program. We draw from its strong and distinctive characters that allow us to speak with confidence and clarity.
The Outcome Our work helped turn a first-year race into a cultural moment. The inaugural marathon sold out with more than 7,000 runners, over 40% of them running their first marathon, and the launch reached more than 770 million impressions. The brand’s inclusive spirit drew in voices like Amanda Gorman, Kathrine Switzer, and Des Linden, and the system extended across signage, apparel, race bibs, motion, and digital, giving every participant a visible place in the community.
Scope
Visual Identity, Art Direction, 2D Motion, Collateral Design, Brand Guidelines
Link
www.everywomansmarathon.com
Credit
Gale Partners:
Janelle Lamothe, Associate Creative Director
Damien Lecocq, Associate Design Director
André de Castro, Creative Director
Nicola Pardy, Sr Producer
Giant Artists:
Caroline Tompkins, Photographer
Team
Melody Yung, Creative Lead
Devon Stern, Design
Yu Rong, Design
Gabrielle Adam, Design