Will Run for Food.
OBJECTIVEIncrease visual representation/recognition, enrollment, and engagement of the The Fit Foodie Race Weekend series - a three-market, Cooking Light / Health magazine joint venture with various high-profile partners. The weekend consists of a 5k/10/k run commencing at the Finishers Village overflowing with healthy and calorie-conciuos food and drink samples from festival partners.
CHALLENGE
Create an identity • brand system and website that can be refreshed effortlessly each year with partner logos of all shapes and sizes, as well as color palette.
SOLUTIONS
In addition to identity system, a photo shoot to support the taglines RUN, EAT, DRINK, WILL RUN FOR FOOD, and CALORIES BURNED. CALORIES EARNED, were utilized for print and digital ads, signage, t-shirts, and promo items. Also developed a successful social media campaign, TWEET YOUR FEET. Styleguide allowed in-house design teams to move forward with print and event production. I assisted the production company with the website launch.
RESULTS
New creative contributed to increased enrollment by 324% and total media impressions by 408% - 1.35 billion the first year - consequently adding new markets for the following year, then expanding to Caribbean destinations. Cooking Light and Health (Time Inc) were acquired by Meredith in 2018, and Eating Well magazine has maintained the Fit Foodie Festival Run, continuing to use the identity system, seemlessly inserting their branding and partner logos, while keeping previous established color palette.