Running is the world's most popular sport. However, for many, it stops at the thought of lacing up their shoes because motivation wanes or the streets feel unsafe.
To help more beginners discover the joy of running, Craft decided to create a global community for runners. A community where both beginners and more experienced runners are offered the opportunity to meet like-minded individuals, receive tips from elite runners, and participate in weekly runs in Boston, Paris, Copenhagen, and Stockholm.
As Art director I was part of creating a playful, animated visual identity inspired by the history of running and street culture. It’s job is to connect each city club with each other and the main brand, while calling attention to itself in busy streets and urban environments. The identity spans logotype, colors and typefaces to merchandise, signature club kit and exclusive gear for city captains.
Craft Run Club launched globally in early 2023, following a short teaser and recruiting campaign for captains. The first four clubs are up and running in Paris, Boston, Copenhagen and Stockholm, with more cities and continents expected to be added in the near future. The launch campaign reached over 100,000 unique users and generated thousands of sign-up leads from runners interested in becoming captains.
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