BIOFREEZE SAN FRANCISCO MARATHON
In the spring of 2018, the RUN365 team, in conjunction with their new title sponsor, Biofreeze, approached Soulsight to help brand the San Francisco Marathon’s partnership for the upcoming year. Having recently redesigned the Biofreeze brand, our team was offered a unique opportunity to craft a brandmark and design system for the race which pushed beyond the traditional forced-fit marathon sponsorship. The look of the Biofreeze San Francisco Marathon would be a cohesive brand, showcasing the new Biofreeze equities and highlighting what makes the city’s event so special.
The city’s course offers runners an amazing and unique vantage of land and sea; arguably the highlight of the marathon, participants get the opportunity to run across the Golden Gate Bridge. With these elements in mind, we designed an identity and visual language of vibrant colors to capture the excitement of the event and its relationship to San Francisco’s landscape.
The end result was a versatile design system, conducive to widespread activations by the race and its partners throughout the city leading up to and during the marathon.
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