Salmon | Trail Running Series | Event Identity & Branding
The brief was to create the branding for a new Trail Running Series, the first of its kind in Australia. Our primary target was roadrunners, who could be convinced to switch to trail running. We created the logo and the line ‘bitumen is boring’ then designed a series of ads and DM pieces, using nothing but chalk and leaves arranged directly onto the bitumen.
We also designed running shirts and ‘Bitumen is Boring’ stencils to be applied with chalk onto Melbourne’s popular running footpaths in the weeks leading up to the events. The campaign was very successful with maximum entry numbers, and a sell-out of merchandise.
