Find a Race
Getting found was never the problem.
Client
Find a Race
Role
Strategy, creative direction, identity design, brand copywriting
Team
Led two midweight designers
Year
2025–26
Studio
Conductor
Find a Race is the marketplace for mass-participation events: 680,000 people a month use it to find and book running, cycling, swimming and triathlon races. In 2024 it was one of the top three sources of referral bookings to RunSignup, the US’s biggest registration platform. Search did the hard work of being found. But 82% of visitors each month were new, and over 90% of bookings were first-timers at that event. Runners booked and moved on without remembering whose site it was. The brief was to make Find a Race a brand people choose, belong to and come back to, season after season, while giving brand partners and race organisers new confidence in it. I led the strategy, identity and system through to a full toolkit the in-house team could run themselves.
A research phase and workshop with the Find a Race team revealed a number of brand ambitions, from ‘awareness beyond search’ to the ‘confidence of premium partners’. From those ambitions came a core proposition: established, genuine, inclusive. Three words never do a brand justice. The real work was unpacking them into how Find a Race speaks, presents and behaves. We defined six key messages to drive the brand forward, from “best in class” to “an invitation to participation”. Then we distilled it all into a single line.
Whatever your goal, that finish line feeling we all love starts with Find a Race. It’s the strategy in a sentence, and the brand toolkit unpacks it. Finish lines are milestones: some rare, some routine, all hard-earned. Whether it’s once a year or every other weekend, every event is a date to remember. You search for it, train for it, count down the days, and celebrate long after the tape is crossed.
Note
A confident wordmark and a bright, energetic palette that reads at a glance on a phone, where most bookings are made.
A visual system that grows with each race, each season and every year to follow. Built around Cards, The Deck is a living toolkit: each Card a unit of content, a story, a race or a moment. It reflects the breadth of events on offer, and nods to how athletes and organisers already track progress, plan ahead and stay motivated.
Modular, intuitive and scalable across every format. The Deck is easy for the in-house team to pick up, and seamless for agencies and partners around the world. Brand and content work together: Cards champion events, surface key data and keep things organised, without losing the spirit of participation.
We created a broad suite of example campaigns, brand applications and messaging, to show the team how the brand flexes from launch to race day. The tone is upbeat and direct, an invitation rather than a sales pitch.
Photography is rarely studio-shot or staged. It’s real people mid-race, laughing, grimacing, high-fiving, collapsing in heaps of sweaty joy, unified by a high-contrast grade with rich shadows and bold colour. Motion carries the energy: simple, positive, never erratic.
We handed over a complete kit of parts: guidelines for copy, photography, video and motion, plus merchandise and B2B and consumer templates, so the team can roll the brand out without us.
The brand launches in November 2026, and it’s already paying back. Find a Race is having stronger conversations with brand partners, building its own sales decks with confidence, and selling its services better to organisers and partners. The in-house team now has a full kit to create B2B and consumer marketing without outside help.
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