Objective: Build brand affinity through the development of Whitewater Race Series event branding.

With over 30 annual competitions across the disciplines of mountain biking, trail running, rock climbing, multi-sport, and more, the Whitewater Race Series is one of the most comprehensive outdoor race series in the country. Target markets for each race vary from core (ultra trail marathons) to entry-level users (5K trail runs). Event branding needed to reflect each race’s spirit and target market, while maintaining the race series’ identity as a whole. Collaborating with graphic designers, Kim Hall, Mary Alexander, Hugh Atrium, and Parks Sadler, brand identities for each race were developed and translated into event collateral (posters, digital branding, course maps, apparel, finisher medals, etc.) that built brand affinity for the race series and organization as a whole.

My Roles: Creative Direction, Content Strategy