winter garden runners
Winter Garden Runners is a vibrant, social community of runners of all ages who love the support and accountability they find there.
Brand design and social media branding; collateral and web design concepts.
This community was seeking a visual rebrand that would continue to unite its tribe. While their previous logo had served this laid-back, friendly group adequately in the past, a full rebrand put into visuals the incredible community that they already were—and gave their members a life-changing mission to unite around and invite others into.
Since the audience of Winter Garden Runners is so diverse, we couldn’t draw on the characteristics and motivations of a single demographic to understand the audience’s core needs. Instead, I looked at a universal motivator:
I run so I can live my healthiest life.
While social connection, accountability, and security are what the audience looks for in a running community, these don’t uncover the deeper reason why they run.
These are merely the external problem and internal frustrations that the audience feels (I need to find others to run with so I can keep up with my goals). Digging down to discover that deep motivator reveals our brand strategy: A strong, bold brand that communicates this is a solid, energetic, unified group which you can “be a part of” [speaking to the external problem] and where you can be held accountable to achieving your healthiest self [universal motivator].
Ready to attract customers with a
unique brand identity of your own?