With a highly engaged community of 500k runners, The Running Channel are the UK’s fasting growing running platform. But they wanted to keep pace with their community and increase their relevance with a new direction for the brand.
With a brand foundation established and half a million subscribers to the running platform, how could we build a new brand strategy and visual identity to increase relevance with runners, grow the audience and attract new partner opportunities, while truly celebrating their core brand ethos?
After an extensive learning period, we identified TRC’s improvement mindset didn’t just apply to the brand – it was a real shared belief amongst all runners. We took this, shifting the brand purpose to ‘help runners keep improving’, supported by a brand proposition the whole community could resonate with: Run. Improve. Repeat.
We crafted a new brand identity that expressed these three words visually and tonally, creating something that would stand out not just on social, for the running platform, but within the sports entertainment market itself.
A dynamic, flexible and energetic visual style brought the proposition to life, with application across social, digital, apparel, website and OOH – reflecting the wider enthusiasm and passion of The Running Channel and its community. This distinctive design system allows for limitless range on design output whilst maintaining consistency throughout.
We built a motion design toolkit with extensive on-screen graphics, transitions and typographic styles to support the video production at The Running Channel.
In addition to the rebrand, we created a presenter strategy that sought to reconsider our business model with the presenters. By turning part-time presenters into lifelong brand ambassadors, we focussed on growing a talent pool of diverse running personalities that embody the brand’s spirit of support and companionship.
