MY WORK
Inspiring a community to move for more.
Client
Twin Cities in Motion
Category
Nonprofit, Health & Fitness
My Role
Brand & Portfolio Strategy
Website Strategy
User Experience
UI Design & Copy Oversight
Year
2024
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 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.
Brand & Portfolio
As part of the strategy team, I facilitated stakeholder workshops to help us uncover and align on a brand vision and purpose. We learned 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 brand identity.
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. We established a new framework that organized these offerings for easy navigation, and rebranded each of the races to have a cohesive look and feel.
Website Strategy, User Experience, and Build
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 team to launch an experience that laddered back to the new brand and effectively engaged people.
Results
TCM received the Communications Excellence Award from Road Runners Club of America (RRCA) the year following the rebrand.
TCM experienced a 35% increase in spring event sign ups following the new brand and website launch.
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