The brief was simple: Create an identity for the new sponsor of the New York City Marathon, Tata Consultancy Services. The logo needed to be memorable, synthesize the energy of the runners and the city, celebrate the race’s global impact, and signal the arrival of a more technologically advanced Marathon than ever before. Doublespace successfully conceived, created, and executed a brand identity, brand language, and style guide. The result was an Olympic-caliber experience with a single, integrated message that engaged an international audience across all touch points—hard and digital signage at the expo and on the course, reimagined start and finish lines, medals, bibs, collateral materials, merchandise, digital assets, the website, and the mobile app. The technology was integrated into the race like never before to deliver brand messaging, data visualizations, congratulatory messages, and leaderboards.And the newly designed mobile app with integrated runner tracking was the top performing sports app with more than 267,000 downloads as of November 4, 2014.
