FIT FOODIE FESTIVAL REBRAND
OBJECTIVE
Increase visual representation/ recognition, enrollment, and engagement of the The Fit Foodie Race Weekend series - a three-market, Cooking Light / Health magazine joint venture with various high-profile partners. The weekend consists of a 5k/10/k run commencing at the Finishers Village overflowing with healthy and calorie-concious food and drink samples from festival partners.
CHALLENGE
Create an identity + brand system and website that can be refreshed effortlessly each year with partner logos of all shapes and sizes.
SOLUTIONS
Refreshed the event brand from inception to delivery inclusive of creative strategy, logo + identity, campaign catchphrases, photo shoot, print, digital, signage, website, apparel, and the concept for a social campaign “Tweet Your Feet”. The taglines RUN, EAT, DRINK, WILL RUN FOR FOOD, and CALORIES BURNED. CALORIES EARNED, were utilized for print and digital ads, social, signage, t-shirts, and promo items. The 30+ page Styleguide I produced allowed in-house design teams to move forward with print and event production. I assisted the production company with the website launch.
RESULTS
New creative contributed to increased enrollment by 324% and total media impressions by 408% - 1.35 billion the first year - consequently adding new markets for the following years. Cooking Light and Health (Time Inc) were acquired by Meredith in 2018, and Eating Well magazine maintained the Fit Foodie Festival continuing to use the identity system until this successful event shuttered with the pandemic.
