I reimagined the Los Angeles Marathon from the designer’s perspective, exploring how bold visual design can begin to encourages runners to explore their personal journey and celebrate the emotional milestones of their race.
( Solo Project) Art Direction Brand Identity Motion Graphics Creative Coding Social Media Campaign Brand Guideline
This project was heavily influenced by my experience working for the International Tennis Federation's Women's Circuit. Witnessing the unbridled passion and athletic excellence of the female competitors firsthand sparked a desire in me to create a visual system that captured the essence of the event beyond just the race itself.
Inspired by this experience, I designed a dynamic, transformative visual system that focuses on the cultural aspects and participants' emotional journeys in this sport event.
Process
In this research-intensive project, I reimagined the Los Angeles Marathon from the designer's perspective, designed a visual system that captures the full emotional spectrum of the marathon experience, the visual identity aims to bring the route to life with a vibrant color palette that mirrors the this adventure.
From the electrifying start in the stadium to the triumphant finish by the ocean, my design aims to emphasize the highs and lows of each participant's journey.
Before the marathon
The visuals are crafted to celebrate the race from start to finish. Before the race, the new design sets the stage with merchandise like T-shirts and socks, as well as promotional flyers and street signage. These elements are designed to build anticipation and excitement, creating a buzz that gets everyone ready for the big day.
During the marathon
During the race, the design continues to support and guide participants. Floor signs offer clear directions, while volunteers and strategically placed water stations provide essential support. Trash cans are integrated into the design, encouraging a clean and sustainable event. Every element is designed to enhance the runner’s experience, making the marathon as smooth and enjoyable as possible.
After the marathon
After crossing the finish line, the visual identity shifts to celebrate achievements. Interactive features like the LA Marathon filter for social media, collectible pins, and celebratory posts allow runners to relive their journey and share their success. This final touch helps extend the marathon’s impact, turning every participant’s experience into a memorable celebration.
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