Building a running community through brand identity
Beer Jerk Run Club was getting lost in Auckland’s crowded running scene. Without a distinctive identity, they were struggling to build the tight-knit community they wanted.
I created a complete brand system from scratch—visual identity, merchandise people actually wanted to wear, and support for their monthly “AFTERS” runs. The brand needed to feel authentic to the club’s irreverent spirit while working across everything from Instagram to event posters.
The mascot that was created, affectionately called Tinny, resonated so deeply that 16 members have it permanently tattooed including myself. For some, it was their first tattoo!
What started as a branding project became the visual anchor for a genuine community, turning people into committed members who literally wear their club pride on their skin.
Other projects
- Empowering Conservation StorytellersEquiping WWF Australia’s content creators with intuitive tools.
- Keeping the Organic EdgeEnsuring that Levande goes through a modern replaftorm of the digital experience platform while retaining all their years of organic traffic
- Refreshing Geoscape’s Digital PresenceDesigning a new web experience for Geoscape Australia that enhances their market positioning in the geospatial intelligence sector.
