Jessica Crate is fast. Really fast. As a professional marathon runner her goal is to become an Olympic athlete. We were approached to help develop a brand that communicated Jessica’s athletic abilities while also embracing her style and modeling experience. The development of her mark was intended to communicate not only her speed but metaphorically illustrate her as the ‘total package’. The concept portrays a box or (crate) with a wing in perpetual motion. Part of the brand assets are the usage of the angled containers which are a silhouette of the crate in her logo.
Some of the assets we developed around her image were the logo, business card, social media graphics, website and photography including identity guidelines. From the bottom up, the logo was first tackled and approved in tandem with the vectorizing of her signature for usage across the touch points.
We then carried out a photo shoot with the athlete to capture some strong images to use in her materials. The art direction on the photography is intended to cast Jessica not only as a serious athlete, but also as a strong modeling candidate. This is why some of the shots capture her in motion with a competitive expression or moody atmosphere while others are more stationary and expressive.
The business card featured a tear-away concept to make it more interactive and introduce the feeling of speed by having the flow from left to right reveal her leg only as if in motion. The card copy asks the recipient to “keep up with me” and after tearing away the sliver her contact information is revealed.
Finally, the website was created to serve as a hub of information about Jessica and her current race results.
CEED Creative won 3 Silver Addy awards for the work we did on Jessica’s brand.