PORTFOLIO
Inspiring a Community to Move for More
Client
Twin Cities in Motion
Industry
Nonprofit, Health & Fitness
Product
Rebrand & Website
My Role
Experience Strategy Lead
My Work
Brand Strategy
User Experience
Web Strategy
Launch Oversight
What do we need to solve?
Twin Cities in Motion is a nonprofit health and fitness organization that puts on the Twin Cities Marathon and a range of other events, programs, and volunteer opportunities. They wanted to modernize their brand in a way that would inspire all types of people through movement, and to better organize their offerings for multiple audiences. Their existing portfolio of offerings was confusing and disjointed. They owned a handful of races with disparate branding. They also offered a mishmash of community programs and volunteer opportunities.
Their goal was to clarify who they were, what they did, and why they were doing it, while launching a brand and website experience that was resonant and easy to navigate.
Who are we trying to reach?
We distributed a survey to existing TCM participants and volunteers. We learned that the core audience was united in four key traits: valuing community, supporting everyone, seeking improvement, and finding joy in being active. Instead of multiple personas, we honed a “core champion” called “Connected Movers” that showcased the shared mission and values of the audience.
How do we get there?
I facilitated stakeholder workshops to help us uncover and align on a brand vision and purpose. We uncovered that TCM wanted to shift from being a “road race organization” to a “community movement organization.” From here, we formalized a brand strategy framework that became the foundation for creating a new visual and verbal brand identity.
How do we bring it to life?
I provided guidance to the creative team as they polished the new look and feel. In addition to marketing assets, the team rebranded each of the races so that feel cohesive together and connected to the parent brand.
We also launched a campaign called “10,000 Reasons to Run” that helped rollout the new branding and increase participation for that year’s Twin Cities Marathon.
The existing website was massive and hard to navigate. Using the new portfolio structure as a guide, I established an information architecture that put user needs first. I created a wireframe prototype of the entire experience and led the design, copy, and build teams to launch an experience that laddered back to the new brand and effectively engaged people.
Results
Recognition
TCM received the Communications Excellence Award from Road Runners Club of America (RRCA) the year following the rebrand.
Increased Participation
TCM experienced a 35% increase in spring event sign ups following the new brand and website launch.
Client Testimonial
“The new strategy captures our essence. It’s really smart and really simple. This makes me even more proud to be a part of this organization. ”
~TCM Board Member
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