Case Study #1:
Ornery Mule Racing - Midwest States 100
CHALLENGE: Transform an organized trail race into a virtual event inside the highly restrictive COVID-19 summer. With all official races cancelled, and large group events not allowed, we needed to build connection to our consistent runner base, attract new runners, promote excitement for an event that people had to do literally on their own.
MY ROLE: Ideation and design, writing, and promotion. Full brand rollout. Bad ass medals and swag.
OFFERINGS: A virtual “Challenge” of 100 miles or 100 kilometers that needed to be completed in 10 consecutive days or less. All skills sets and levels encouraged. We provided an immense amount of really cool “swag” and highly pushed the positive message of “Being Together…Apart.” Provided a dedicated Facebook page to the entrants, a safe space where people could post their challenges and triumphs, and get tons of support. We threw out “mini challenges” of costumes and scavenger hunts, hosted a Facebook LIVE evening Recap Show each night, and gave a glimpse into the process of a putting on a race. Homemade awards, videos, and live “shout outs” for people completing personal challenges.
IMPACT: Ornery Mule Racing surprised themselves with the success. An unprecedented 600 entrants signed up, many first timers, and many international. So powerful an overall endeavor that a Running Book Club established and additional challenges introduced throughout the summer and beyond to promote fitness and health. Our message and swag even caught the attention of world-famous runner Dean Karnazes, who was happy to wear our shirt and promote our spirit.
Case Study #2:
Adventurous Brewing - Identity | Branding | Packaging | Merchandise
INITIAL GOAL: Visually help a locally acclaimed home brewer showcase product in a professional manner while still staying true to his vision for his offerings and highlighting each product as its own personality under the company umbrella.
MY ROLE: Ideation, design and brand development.
CHALLENGE: Keeping up with the pace of such a large demand needed. We created over 40 labels in the first year alone, as well as various merchandise and other offerings leading to a full taproom opening.
END RESULT: Adventurous Brewing has become not only a local favorite, but a regional force in the national craft brewery scene. The artwork itself is highly complimented, as it continuously reflects the quality and variety of the offerings this great brewery provides.
Case Study #3:
Quad City Times Bix 7
CHALLENGE: Help a famously popular annual race go virtual in a COVID-19 summer.
MY ROLE: Ideation and design, writing, and promotion, including video production and performance.
OFFERINGS: Distinctive shirt and swag to all entrants showcasing this unique year. Social media pages created for entrants to encourage their virtual running throughout the country. Famous sports figures featured/interviewed doing their own virtual Bix 7. A set of family-friendly videos highlighting aspects of the race and promoting registration. Video series was created and then released in timed increments towards official race day.
IMPACT: Ideal community spirit displayed in high number of first time entrants. Uniquely captured an audience within the community of walkers who previously did not feel encouraged to normally “race” the Bix 7, but given a more open parameter of the entire month of July, could break down the event and accomplish their individual goals. This very encouraging outcome has led Bix 7 to continue to add the “challenge” segment to reach this very important audience within our running community in the future.
