After a few years establishing the Wadi Rum Ultra - one of the planets toughest foot races, the founders were looking to evolve and expand the event into a much larger entity. With a vision of becoming the world’s leading ultra marathon series, Ultra X was born to make multi-day racing accessible to all - as synonymous to endurance sport as IronMan is to triathlons.
To enable the brand to grow in line with its aspirations, we undertook an intensive phase of research and strategic planning to define and communicate what makes the UltraX series unique, special and indispensable for the ultra marathon world. The brand workshop helped define the brand personality and proposition, all centred around the core values of responsible, professional, customer-centric, quality and persistence.
The new logo, visual identity and colour palette were devised to be confident, distinctive and bold - whilst providing an antithesis to the typically dominant colours of red and black that prevail throughout the world of endurance sport.
Inspired by the stories, thoughts and responses of all level of marathon runners that we spoke with, as well as the epic landscapes that the Ultra X events will be running through, we created an overarching proposition - 'Explore Your Limits'.
We then created a series of emotive headline messages written with the three core audience groups in mind: The Rookie (competitors new to multi-day events), The Allegiant (those that have tackled multi day events before), and The Pro (the true experts in the field).
With a multi-channel brand launch in November 2018, the brand was subsequently rolled out across social content, merchandise, digital, event collateral, guidelines, print literature, advertising and brand film.