International athletes returned to Atlanta in numbers not seen since the city hosted the 1996 Olympic Games to compete on a specially built, elevated 150-meter track in Centennial Olympic Park.
Video: DRT Nation
Photography: Kevin Morris

Challenge: Following the Atlanta Track Club's significant new partnership with adidas, the challenge was to execute a flawless brand activation for a premier event, the adidas Atlanta City Games. This required seamlessly integrating the new unified brand identity across all physical and digital touchpoints of a high-visibility athletic competition, ensuring brand cohesion while captivating both participants and spectators. The goal was to launch the new brand aesthetic in an impactful, dynamic, and memorable way at a live event.

Strategy: Developed and implemented a comprehensive creative strategy to translate the new adidas partnership brand guidelines into a vibrant and cohesive event experience. This involved detailed planning and design for all major visual elements, including on-site event signage, apparel, marketing collateral, digital displays, and all art direction for event photography and videography. The strategy prioritized dynamic visuals that resonated with the energy of track and field while clearly communicating the partnership's new look.

Leadership: As the Manager of Brand & Design, I personally led the creative direction and execution for the adidas Atlanta City Games. This encompassed overseeing the design development process from conceptualization to final production for all event visuals. I directed internal design teams, managed external vendors for fabrication and installation, and provided hands-on art direction for event photography and videography crews. My role was critical in ensuring precise brand application across all elements and seamless coordination with event operations and adidas brand teams to deliver a unified and impactful visual experience.

Impact: The adidas Atlanta City Games served as a highly successful platform for the official launch and activation of the new brand identity. The meticulously designed and executed event visuals significantly elevated the attendee and athlete experience, reinforcing the partnership's value. This cohesive brand presentation received overwhelmingly positive feedback from stakeholders, enhanced sponsor visibility, and contributed directly to the event's overall success and positive public reception, solidifying the new brand alignment in the minds of a national audience.

Oversaw the creation of Atlanta Track Club’s mascot, “Pete the Peach”

Challenge: To develop a unique, engaging, and versatile mascot for the Atlanta Track Club to boost brand personality and foster deeper community engagement, especially with younger audiences.

Strategy: Led the conceptualization and integration of "Pete the Peach." This involved iterative character design, establishing comprehensive visual guidelines, and planning its strategic rollout across event branding, marketing campaigns, and merchandise.

Leadership: As Manager of Brand & Design, I spearheaded mascot development, guiding design efforts. I oversaw all art direction for Pete the Peach's application, ensuring consistent and impactful brand representation across digital, print, and marketing collateral.

Impact: "Pete the Peach" significantly enhanced the Atlanta Track Club's brand personality and appeal, becoming a beloved figure. The mascot drove increased fan engagement and contributed to strengthening the Club's audience connection.

Atlanta Track Club has declared Atlanta is Running City USA. The Club launched its new campaign and staked Atlanta’s claim as one of the country’s top running and walking destinations. 
Photography: Growl Bros.

Challenge: The objective was to officially establish Atlanta's identity as a premier destination and hub for running, solidifying the Atlanta Track Club's role in fostering and celebrating the local running community. This required developing a compelling and cohesive "Running City USA" brand initiative that resonated with diverse audiences, from elite athletes to recreational runners, and translated into tangible community engagement and increased participation in Club programs.

Strategy: Led the conceptualization and comprehensive development of the "Running City USA" brand identity and multi-channel campaign. My strategy focused on encapsulating Atlanta's unique running spirit through:

• Developing a distinct visual identity, including logos and typography that evoked both the city's energy and the passion for running.

• Crafting key messaging and a narrative that championed Atlanta's running culture and diverse community.

• Designing integrated marketing assets across digital platforms (social media, website, email), print collateral, and event activations.

• Ensuring the visual and messaging strategy supported community outreach, membership growth, and participation in various running programs.

Leadership: As the Manager of Brand & Design, I spearheaded the entire "Running City USA" initiative from concept to widespread implementation. My responsibilities included:

• Defining the core brand vision and creative strategy for the initiative.

• Directing internal design teams, content creators, and external vendors to develop all visual and written assets.

• Collaborating closely with the marketing team to ensure strategic alignment and maximize campaign reach.

• Oversaw the consistent application of the "Running City USA" brand across all Club departments, events, and partner activations.

Impact: The "Running City USA" initiative successfully elevated Atlanta's reputation as a vibrant running destination and significantly strengthened the Atlanta Track Club's community presence. The compelling brand identity and integrated campaign led to an increase in website traffic to related content, growth in social media engagement, an increase in program registrations/memberships, and firmly established a powerful, enduring brand narrative that continues to inspire and unite Atlanta's running community.

MOZLEY PARK NEIGHBORHOOD

This historic neighborhood in Atlanta was looking to find ways to unify the community and have a more cohesive presence, both on the streets and on the web. I chose to create a logo that combines the ideas of a tree to represent the neighborhood park, a hexagon-shaped sidewalk paver to represent the history and complexity of its past, and lemons after Dr. Mozley (and his famous lemon elixir) for whom the neighborhood is named.