Doublespace was named Agency of Record for the New York Roads Runners [NYRR] and its premier race, the TCS New York City Marathon, after a nine-agency review conducted in the spring of 2010. Doublespace began its assignment by undertaking a major brand refresh for the 50-year-old nonprofit, which has grown exponentially and transcended its roots as a local running club. Doublespace conducted a comprehensive brand research study that led to the development of an updated brand positioning, a new logo design, new brand style guide, and the launch of a new brand manifesto entitled “Run for Life.” As part of the implementation of the refreshed branding, Doublespace restructured the existing inhouse creative services function to become a true integrated marketing department, which Doublespace then led as an outsourced partner for more than a year until the organization could successfully recruit and onboard its first-ever VP of Marketing.
Run for Life logo and manifesto
Run for Life brand film
