Brand System · Nonprofit
75% race growth, two years running. Here's what changed.
The Sioux Falls Area Running Club had been building the running community for over 20 years. What I noticed was an opportunity: a board with real ambition to grow race participation through a series of new mascot-driven events, and a brand ready to match that energy.
I blended legacy elements with a Sioux Falls twist to create a refreshed identity system with multiple mascots, each tied to a specific race. The system was built to show up everywhere: races, apparel, social media, and the website. A social media graphics library gave the communications team a consistent, eye-catching toolkit to post from daily.
75%
Race participation increase, 2 years in a row
1,800%+
Social engagement increase in 3 months
LogoLounge 13
Selected from 40,000 entries worldwide
Logo variations
1,800%+ engagement in 3 months
Three months after the communications chair began posting daily from the new graphics library, engagement on Facebook and Instagram grew 1,800% without any paid advertising.
Full scope
"Awesome to work with in every way. Kristi's communication shows her professionalism and dedication to make sure our nonprofit organization was completely happy with the design process and the end results."
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