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Holy Half Marathon 2012

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  • Holy Half Marathon 2012

    Building a brand for a large-scale student event. Our small team of Notre Dame students collaborated to build the event into a nationally recognized race and create a sustainable model for future years. The 2012 Holy Half Marathon had over 1,140 runners and made over $30,000 in profits, all of which was donated to local charities.

    The images below are the result of my work as the branding director and lead designer on this team. Besides creating the logo and designing the visual pieces, I also wrote all content and built the race website, which can be found at

  •  The best ideas, apparently, come while half asleep on turbulent airplane rides. Thank God I had a sketchbook on me.
  •  Various color treatments. The logo also works well at small sizes.
  •  Website home screen
  •  All of the information on the website is two clicks away from the home screen; the most important functions are just one click away.
  •  Being able to add a little personality was my favorite part of this project. A outrageously fun attitude permeated everything about the event, from design and writing style to the way the volunteers interacted with runners on the day of the race.
  • After posting a Facebook status offering to "kickstart the athletic modeling careers" of the first four respondents, I did a staged shoot for the website background. I was joined by four good friends for what would be one of the coldest hours in recent memory.
  •  The previously existing website was poorly constructed to the point where the race director and I decided it would be best to just start from scratch. I coded the entire website (although the JS animations are open-source code) and currently maintain and update it.
  • The challenge of being visible in a space that's already dominated by loads of other event posters drove these poster solutions—hence the simple block of enormous type. Thanks to a team of wonderful volunteers, we were able to post these at every location on campus, focusing on doors and building foyers and entryways.

    The main target of on-campus promotion was, well, Notre Dame students. It's not often that you get to advertise to your own demographic, so this was a fun opportunity.

    Personal endorsement is the best promotion one can ask for, so these were made with the intent of being stolen by students for dorm room decorations. Within three days, not one of the 350 we posted was left on the walls of classroom buildings. We had to print more, and those got stolen too.

    Mission accomplished.
  • Notre Dame is a decidedly Catholic school; there is a large part of campus affectionately referred to as "God Quad", where the basilica, the grotto, the famous Golden Dome, and countless other religious buildings, statues, etc. reside. Irreverently referring to this didn't sit well with university administration, but we printed them anyways, and they became insanely popular once we let slip that they were "illegally" made.
  • This poster was a response to the common campus joke that every "bro" at Notre Dame was a high school sports captain but seems to be more full of stories about the "glory days" than any actual current athletic involvement.
  • Bathroom entertainment at its most shameless.
  • Goodie bags full of sponsored materials also contained prayer cards from the university president—the backs of these were very convenient places to tastefully contribute to brand consistency.
  • The race t-shirts were pretty straightforward—just using the logo was a good way to look athletic and minimalistic while keeping consistent with everything else thus far.

    I also participated in the half marathon (my mom finished the race as well). Running a half marathon with over a thousand people whom I had touched with my design work was an awesome experience, to say the least. I finished in the top 20% overall with a time of 1:52:19.
  • I had some fun with the mile markers, which were printed on tabloid and attached to signs along the course. Feedback from the runners was overwhelmingly positive; however, the markers were unfortunately stolen before the race ended, so photographic documentation wasn't possible.