Strategic insight was to tap into the unique mental and physical experience of taking part in endurance sports, creating a new brand positioning – ‘Get There’. Then translate the thought into a new visual direction for the app, site and comms, using a simple ‘slash’ mechanic. With a bank of new brand imagery, developed a design framework and a playbook for every brand touchpoint.

Brand Strategy, Look Book, Art Direction, Design Principles
Art Director & Designer: Jim Ward
ECD: Steve Munachen
Agency: Dark Horses
Photography: James Cannon