Tracksmith

Tracksmith is an elite running brand that is rooted in the heritage of the sport. In 2014, as they were preparing to launch their first pop-up shop at the Boston Marathon, they reached out to have the logo simplified as well as create a new mark for their Athletic Club. Their existing logo at the time was a commissioned illustration of a hare and ornate script wordmark that didn’t reproduce well on their tags and other brand assets. I created a new, bolder script mark as well as simplified the hare illustration to a silhouette in order to make them both read at large and small scales. For the Athletic Club mark, it was important that it reflected present New England running culture, while also honoring the historical significance to the sport. To accomplish this, I created a modern crest. This crest has been used on their storefront, signage and exclusive merchandise. Leveraging these new design elements, I worked with their web development team to update their website and email templates.

Services

Identity Design
Web Design
Email Templates