Taking rivalry out of the boardrooms and onto the streets.
One team. Ten runners. One mile each. The Square Mile Relay is the most important corporate relay in the world.
Bringing together the banking and finance community in 12 races across the 5 continents, the race expanded quickly at a pace of one new city a year.
With branding developed by the race organisation, my team was brought into the projects in order to expand the brand with a set of assets that would work across all events and all regions. First order of business was to develop a unique tone of voice that shared our audience’s values - drive, team work and ferocious competition.
The visual language, mainly typographic, is design to stay closer to a sports brand than a business event, giving legitimacy to the competition. We optimised every brand element, allowing it to hold shape across every single event collateral.