UKROP’S MONUMENT AVENUE 10K PRESENTED BY KROGER
This 20 year old race was named one of the best in the country by USA Today, and is the 14th largest with over 25,000 participants. It has become a staple event in Richmond and attracts participants from all over the region and beyond.
SCOPE
Large scale signage / Print collateral / Brand cohesion
INDUSTRY
Non-profit / Sports and Recreation
CHALLENGE
This annual event faces a recurring challenge of maintaining a fresh and relevant visual identity, focused on growing the event while also retaining previous participants. Such a large event required clear and effective signage that also fit into the brand established by the event owner, Sports Backers. Because of the scale of the event, signage varied greatly in size, material, and application.
WIDER CONSIDERATIONS
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.
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