This event featured dozens of sponsors with unique representations, placements, and brand guidelines to consider. There needed to be a through-line connecting the collateral to the overarching race identity while also giving these sponsors their earned placements.
Beyond that, the event’s owner, Sports Backers, produces 12 other events and several other community programs, and the collateral created for this race needed to maintain a commonality with, or at least not be completely alienated from, the identity of the entire organization.