Trail running has traditionally been a male dominated sport. The San Francisco Running Company set out to help change that. They envisioned a women’s only half marathon designed to introduce new runners to the sport. The race needed to be scenic, challenging, and at the same time inclusive and inviting. They needed a new brand that celebrated the environment of the Marin Headlands and encouraged anyone to take part.

Drawing on the natural landscape of the area and wildlife illustrations, we developed a look and feel that separated itself from intense and intimidating race graphics. To build an inclusive atmosphere we merged this illustration style with fun affirmations—letting people know the race was about enjoying running, community, and an all-around good time.