Faced with a confusing brand name and undefined brand purpose, the organization needed to rethink its identity as a house of diversified endurance experiences.

Previously known as LA Marathon LLC, the organization managed a portfolio of running events and partnerships in Southern California including the Los Angeles Marathon, the Santa Monica Classic and the U.S. Marathon Olympic Team Trials.


Create an endurance brand that fosters an array of strategic partnerships and directly supports a growing number of consumer-facing sub-brands. There was a confusing relationship between the master organization and its event brands.

The industry looks homogeneous so we created a differentiated visual system with design elements that helped convey the story and setting of a vibrant Los Angeles.


We did our research to reveal that leveraging operational excellence wrapped in a lively personality reflective of Los Angeles can be celebrated internally, externally, and in multiple markets. We renamed their organization in a way that’s evocative of their brand positioning and appropriate for both B2B and B2C audiences.

We developed a new logo, visual system and messaging platform that captures their unique market position and lays the groundwork for the redesign of their sub-brands.