Twin Cities in Motion: Women Run the Cities
Brand refresh
The Ask
Twin Cities in Motion is a Minneapolis-based nonprofit that organizes running events. Their flagship event is the Twin Cities Marathon, but the organization hosts many other races of varying distances throughout the year.
Women Run the Cities is their annual women’s race that offers 5K, 10K and 10-mile distances. It’s the organization’s No. 2 sponsorship earner. TCM currently owns the rights to the race, but hadn’t created it initially. The existing branding was inherited from the previous organizers, a local women’s professional organization. TCM had ambitions not only to continue to grow the race, but create year-round community events associated with it, such as networking meetups and a speaker series. With that long-term goal in mind, TCM asked for help in providing a new visual identity for Women Run the Cities.
The Strategy
After in-depth secondary research and a series of interviews with female runners, I briefed three designers who would compete against each other to create the winning visual identity. Check out my kickoff deck in the gallery below.
To further inspire the creative team, I also created a Spotify playlist packed with runnable songs by female artists.
The Final Product
After several rounds of creative review, this was the runaway winner (designed by Nicole Meyer):
