Run With Moxie
(Director’s Cut)
Brand identity development for an independent marathon coaching business. This “Director’s Cut” edition features a killed direction that was my personal favorite.
A Project of Passion
An opportunity arose to work with a local running coach to develop her brand as she prepared to formally launch her independent coaching venture. If you can’t tell already, running is one of my passions, and I jumped at the chance to join two of my interests together.
I worked closely with the client through three rounds of work to craft and refine a brand that felt exciting and authentic to her. While we both loved the direction shown here, it was ultimately cut in favor of a more feminine direction that would be more easily adaptable for a small business.
Finding the Fox
Early on in our sessions, the client was drawn to tattoo-like illustrations that felt a inky, hand drawn, and a little bit weird. The client liked the idea of a mascot, something to soften the edges of her gritty coaching. As we explored that motif and her chosen name “Moxie Run Collective”, we agreed that a fox was a worthy mascot. In her own words: “a fox feels very right in my bones lol.”
After gathering references, I pursued The Fox in their current form. Inspired by tactile mediums of multiple sources: tattoos and woodblock prints, to form a character that was simple in structure, with inky edges, and plenty of tattoo personality. The Fox would help illustrate coaching points and provide a wealth of opportunities for fresh client merch to raise brand awareness on the running trails.