Speculative brand identity, merchandise, copywriting, and strategy for the New York Road Runners.

This rebrand began for the New York Road Runners consideration of two key core tenants of the organization: empowerment and inclusivity. The lettering for the wordmark features the variable font Spektra designed by Krista Likar and Alja Herlah, customized with added ligatures and rounded corners. Visually mimicking a runner’s position learning forward, the type also resembles the patterns of a road.

Established in 1958, The New York Road Runners are the “world’s premier community running organization with a mission to help and inspire people through running.” Through community centered and philanthropic programing, the NYRR serves to strengthen communities within and beyond the five boroughs.