Students Run Philly Style approached me to refresh their annual race, The Generation Run. Their challenge was to attract new runners while still highlighting their mission within the race's identity.
I worked with SRPS to come up with an age appropriate whimsical beginning-of-summer recess theme that appealed to a larger audience but remained true to SRPSs mission of enriching school kids in the Philadelphia area through running. I also planned and oversaw a post race activation space with recess games and a root beer float garden.
Paid registrations more than doubled, increasing from 300 to 700 that year.