Challenges
Create a graphic language that works as a regional extension of the international running club, so the locals could relate to it better.
Results
This visuals sent to several influencers from the city helped a lot to increase the numbers of assistance to the training sessions.
I took several pictures of the entire city and elements related directly to the street runner, to catch the feeling
Running in the streets of Lima means running alongside the “micros”, the local buses, they are literally, everywhere. These buses have a unique style ornaments, I used them to match concept.
Traffic is part of the daily life of a person from Lima, so we rescued the human symbol of the traffic light and some traffic signs of the roads.
It was important to highlight a familiar feel to eliminate the possible vision of this community as an advertising space of the Nike brand.
For the creation of the visuals we were highly inspired in the stickers that appear in public transportation in Perú.
Photography: Eduardo Flores
I Locations
Based on the neon stickers found the “micros” from Lima, we use them as graphics to report the training location.
II Running pace
Using a language that is runner-relatable to reinforce the “family” concept, with the numbers based on the sports watch typefaces.
III Schedules
Based once again on the buses that can be seen in the streets of Lima, we communicate the training schedules.
A N I M A T I O N S
Schedule
Taking as a reference the shape of the running watches this is format with all the necessary information to be posted twice a week as a reminder.
Taking as a reference the shape of the running watches this is format with all the necessary information to be posted twice a week as a reminder.
Locations
Sports Watch like IG stories showing events info or the map.
Sports Watch like IG stories showing events info or the map.
Music
A key piece in running is good music and therefore a format for musical recommendations were developed.
Questions
Created to share some training or musical recommendations among event attendees.
S O C I A L M E D I A
We created a series of publications for coach & pacers from NRC to promote the running events across the city.
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I know the layout within Instagram very well. So I designed a pattern that never breaks even if you upload two or 3 photos at a time. This helped us a lot to gain followers, as it catches the attention of people as soon as they enter the Instagram profile.
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P A R T I C I P A T I O N
⟡ Designed the vertical event invitations
⟡ Animated gifs based on the identity
⟡ Gave design support to the brand identity
C R E D I T S
Agency: TODAY
Production: Manuel Arias
Account executive: Michelle García
Creative Direction: Daniel Montanchez
Graphic Design: Daniel Montanchez & Juan Montanchez
Animation: Juan Montanchez
Photography: Eduardo Flores, Ozzie Risso, Jaime Scott, Daniel Montanchez
