SeaWheeze is an annual half marathon, held by lululemon in Vancouver, B.C. For the 2016 edition, we invented a world of sweaty espionage to anchor our visual direction. Our job was to design an identity around this that could be applied to everything from hangtags to signage, from a beer can to the custom product made for the event.
We designed security patterns inspired by those printed on the inside of envelopes to disguise the information inside.
The medal design expanded on the triangular forms from the logo. We wanted the medal to live on as an ornament of sorts, so we decided to loop the ribbon through the medal, rather than fixing it with a ring. That way, guests can display it on their shelf or desks (or use it as a coaster) as a fond reminder of their weekend at SeaWheeze. We also added intrigue by placing a seemingly random string of letters around the outside of the medal. These could then be decoded by medal-holders with the Caesar cipher, shift level 5 (this was the fifth annual SeaWheeze). The letters are as follows: HDNNDJIXJHKGZOZ
We partnered with local beer makers Stanley Park Brewery to create a summer ale specifically for the event. As part of the collaboration, I was given the opportunity to design the can. We applied the branding but wanted to add a hidden nod to the Vancouver park the brewery is named after. We decided to design a security pattern that featured a cryptic nod to Stanley Park, so I drew a few versions of the 1972 statue "Girl in a Wetsuit" statue by Elek Imredy, so that they could fit into a repeating security-style pattern. We set this to print as white with the lines knocked out, so the silver of the can would show through, giving a shimmering effect.
SeaWheeze 2016
5
101
1
Published:

SeaWheeze 2016

Lululemon's 5th annual SeaWheeze Half Marathon
5
101
1
Published:

Creative Fields