This Mum Runs
Spare time is my time. It’s limited! So I want to make the most of any ‘me’ time that I have! I’m not training, but I still have targets.
I want to escape the PRESSURES. Feel free. Have fun. Give me head-space and let's GET RUNNING.
BRAND
STRATEGY
Overview
This Mum Runs is the world's largest running community specifically aimed at Mums. They are on a mission to change how women feel about exercise, forever.
Key Insight
Key insights from the brand strategy phase of the project revealed Mums want more 'Me time', 'Headspace', to 'Escape the pressures', and to 'Feel free' whilst getting more from running.
Proposition
"Our outlook may have changed. Our goals maybe a little different, but our approach to life is the same as it always has been. Motherhood is no barrier to life. This Mum Runs."
BRAND
DESIGN
The Idea
The key insights from the brand strategy stage of the project informed every aspect of the brand, including a new brand mark, colour palette, imagery, tone of voice, messaging and the brand proposition:
"Your time. Your space. Your pace."
Brand Story
Headspace, free time and of course running were all key influences that informed the overall design rational for the logo; A running shoe with wings.
A strong colour palette combined with a bold, upper-case typographical approach was used to create statement pieces to rally around: "Give me head space. And let's get running!
Deliverables
Brand strategy
Brand positioning
Copy writing
Brand design
Logo design
Art direction
Brand guidelines
