NYC Marathon

As Senior Brand Designer, I led the development of the overarching visual identity system for the global marathon series, creating a flexible yet unified brand foundation that could scale across cities. For the New York City Marathon, we developed a city-specific expression—building a bold color palette, graphic language, and storytelling approach that captured NYC’s raw energy and spirit.

We brought the identity to life through targeted copy and documentary-style photography, telling authentic runner stories rooted in the streets of New York. The work extended into lululemon’s retail and environmental presence across the city, with immersive storefront window takeovers, large-scale signage, and bold branded moments that celebrated both the marathon and the community moving through it.