The Running Charity, whose supporters include Colin Jackson CBE and Team GB’s Conrad Williams, use the benefits of running and fitness to help change the lives of young people experiencing homelessness.
We worked with the charity to create a bold, recognisable new brand that the members would be proud to wear on their tops, but still encompassed it’s core values. We wanted to create a brand that felt more like a sports brand than a traditional charity.
The identity is based on the overlap and change of direction in the lanes of the running track, which we used as a visual metaphor for the transformation that the young runners go through as part of the charities programme.
The project also included a microsite with the aim of acting as an online manifesto for the charity.
Photography by Tom Miles