Developing the brand design for Saucony’s first Shoreditch Half Marathon.

Running events often rely on the same familiar visual language. Speed, movement and performance dominate, with little connection to the places and communities that make each race distinct.

For Saucony’s first Shoreditch Half, the challenge was to create an identity that felt rooted in its location while building a sense of collective participation. We needed to capture the character and creative energy of Shoreditch without falling back on familiar clichés, creating a visual world that could connect the area’s heritage with the runners shaping its streets today.

We developed an identity built around the idea of weaving a running community. Drawing on Shoreditch’s textile heritage, we used weaving as a metaphor for the race itself — individual runners, stories and paces coming together to create something collective.

Woven patterns, layered textures and interlocking forms became the foundation of a bold, contemporary visual language. The system connected Shoreditch’s history of making with the creative energy of its streets today, while giving Saucony a distinctive identity that felt rooted in place.

The result was a flexible visual system that could scale from the medal to graphics across the race experience, with every element contributing to the shared fabric of the Shoreditch Half.

The identity gave Saucony’s first Shoreditch Half a distinctive visual language rooted in the character of the area. By moving beyond conventional race graphics, the work connected running, place and community through a clear and ownable creative idea.

The system brought consistency across every touchpoint, from the medal to the wider race experience, creating a visual thread that runners could encounter throughout the day. More than an identity for a single event, it established a foundation for the Shoreditch Half — celebrating the individual while bringing thousands of runners together as part of something collective.