Tauranga International Marathon.
Client. Tauranga International Marathon (run by Total Sport)
Base. New Zealand’s Sunshine Capital
Legend has it. They don’t fancy running up hills.
Fast, flat, fun; that was the brief, and the perfect tagline. This marathon was to be the first of its kind in arguably New Zealand’s sunniest city, so we had to stand out from the crowd, and be first off the line when it came to branding.
Although the marathon is primarily targeted towards female lifestylers, we didn’t want to deter other markets from participating, as ultimately the marathon is suitable for not only a range of different people, but also different fitness levels (for example, we’ll be walking the 2km course). This is what inspired our colour palette and logo suite; the combination of bright, punchy colours could be arranged in different ways to appeal to different markets to overall create a brand that is fun, aspirational, and fresh.
The essence of the marathon, and its location, was used as a precedent to add further depth to the brand, through the use of bold, linear patterns. Within the patterns you’ll find reference to sun-rays, the flat aspect of the course, beach waves, and the fun vibe that these elements create. We wanted all of these elements to shine, so we combined this with a directed photoshoot where the outcome was to have a collection of black and white imagery that still appeared aspirational, fun, and sunny — easy, right? All of this was backed up with some pretty epic copywriting, and used to inform a unique website, punchy brochures and signage, bold gifs (fun fact: we love gifs!) and even finisher medals — will you be grabbing yours at the finish line?
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