Conqur Endurance Group
Bringing clarity and purpose to a growing brand portfolio of athletic events.
A subsidiary of McCourt Global, LA Marathon LLC is an organization that produces running events throughout Southern California including the Los Angeles Marathon, the Santa Monica Classic, and the U.S. Marathon Olympic Team Trials.
Since the corporate brand shared the same name as its most well-known event, it was difficult for audiences to understand that the organization was more than just the Los Angeles Marathon. As a result, audience recognition remained stagnant and the organization struggled to grow its portfolio through new partnerships and sponsorships. The organization needed to elevate its identity above its signature events.
Our branding engagement began with in-depth field research into the experience of LA Marathon LLC’s events – attending, cheering, and even participating. At these events, we also conducted qualitative interviews and learned that the act of running wasn’t what unified participants, sponsors and supporters. Rather they were united by the feeling of individual grit and mutual support that comes with endurance.
To put the spirit of endurance at the forefront of the brand, we renamed LA Marathon LLC as Conqur Endurance Group. The new name was supported by a new visual identity, website design, and brand messaging platform based on the tagline and rallying cry, “Triumph in Motion,” which encouraged participants, partners, and the brand itself to use endurance as a channel for inspiration, training, and celebrating human connection.