Alumni Run
Alumni Run
Alumni Run
2026
2026
///
///
Athletics
Athletics
INTRODUCTION
INTRODUCTION
The Utah Cross Country Alumni Run invites every state cross country alum from the last 40 years back to Sugarhouse Park for one more race. The audience spans four decades, and many of them haven’t stood on a start line in years. The brand had one job: make a former runner feel like a racer again.
The Utah Cross Country Alumni Run invites every state cross country alum from the last 40 years back to Sugarhouse Park for one more race. The audience spans four decades, and many of them haven’t stood on a start line in years. The brand had one job: make a former runner feel like a racer again.
THE CHALLENGE
THE CHALLENGE
The founder had a bold idea and tried AI to build the logo and materials first. The results were bland, nothing like what was in his head. The brand had to reach alumni across four decades, look credible enough to register for, and work everywhere the event lived (social, posters, the website, race-day gear) without looking like another fun-run flyer.
The founder had a bold idea and tried AI to build the logo and materials first. The results were bland, nothing like what was in his head. The brand had to reach alumni across four decades, look credible enough to register for, and work everywhere the event lived (social, posters, the website, race-day gear) without looking like another fun-run flyer.
BOOST YOUR BRAND
BOOST YOUR
BRAND
BOOST YOUR
BRAND
THE SOLUTION
THE SOLUTION
We led with the emotion: “Still a runner. Still a racer.” Heavy, extended type does the shouting, and a technical, timing-sheet secondary face handles the details. A winged-shoe mark ties it to the sport’s classic iconography. Grainy black-and-white race photography carries the nostalgia, while gold, black, and cream keep it bold. A flexible lockup system scales from an Instagram post to a billboard.
We led with the emotion: “Still a runner. Still a racer.” Heavy, extended type does the shouting, and a technical, timing-sheet secondary face handles the details. A winged-shoe mark ties it to the sport’s classic iconography. Grainy black-and-white race photography carries the nostalgia, while gold, black, and cream keep it bold. A flexible lockup system scales from an Instagram post to a billboard.
THE RESULTS
THE RESULTS
The third concept was the one, and it landed on first look. From there, the identity carried the launch: nearly 100 alumni came back to race. The client says most new events lose money in their first year. Alumni Run didn’t. Year one is in the books, and the brand is built to bring them back for year two.
