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WalkGood LA
Brand Exploration

From grassroots movement to sustainable institution: Building brand infrastructure that reflects organizational maturity and unlocks major funding

The Landscape

Every strong brand begins with understanding the current reality and future potential.

Our discovery process reveals what makes WalkGood special and where opportunities exist for growth.

01 WHAT THE WORKSHOP REVEALED

Every strong brand begins with understanding the current reality and future potential.

Our discovery process reveals what makes NOLA Miles special and where opportunities exist.

Community Essence

Mapping the authentic connections that define NOLA Miles

Cultural Context

Positioning within New Orleans' distinctive character

Cultural Context

Positioning within New Orleans' distinctive character

Competitive Analysis

Defining your unique place in the running landscape

Strategic Opportunities

Identifying paths for meaningful growth and impact

Strategic Opportunities

Identifying paths for meaningful growth and impact

02 THE STRATEGY

Strategy transforms insights into direction.

We've developed a preliminary foundation that positions NOLA Miles at the intersection of running culture and authentic New Orleans community.

Positioning

Where New Orleans running culture meets community connection

Brand Architecture

Framework for consistent expression across touchpoints

Voice Development

Creating a distinctive tone that balances local character with inclusive energy

Messaging Strategy

Crafting stories that resonate beyond just running

03 THE IDENTITY

Design makes strategy visible.

We envision a visual system that captures the spirit of New Orleans running without resorting to clichés or generic athletic tropes.

Identity System

Distinctive marks inspired by the routes you run

Visual Language

Color, typography, and pattern systems with local character

Application Framework

Consistent expression across digital and physical touchpoints

Photography Direction

Capturing authentic community moments and city connections

The Milemark - Logo Exploration

The NM mark captures motion. Its fluid lines echo running paths, city routes, and the Mighty Mississippi. Abstract but intentional—fast without being aggressive, expressive without losing clarity. We explored more literal and typographic routes, but this one had the right energy. Fluid, rooted, and ready to move.

Expressive Elements - The Second Line

Second Lines are a visual extension of the logo—built to move like the crew does. Named as a subtle nod to the city, they show up in moments of motion, connection, and rhythm. Whether cutting through a layout or wrapping around a runner, they add energy without overwhelming. One more way the brand moves with purpose, culture, and a sense of place.

Color + Typography

Typography and color work together to strike the right balance—athletic, expressive, and grounded. Chalets leads with pace and clarity, while Perfectly Nineties adds warmth in the right moments.

The palette pulls from the street—neutrals for flexibility, bold accents for energy. Built to flex across race days, rest days, and everything in between.

Color + Typography

Typography and color work together to strike the right balance—athletic, expressive, and grounded. Chalets leads with pace and clarity, while Cooper BT adds warmth in the right moments.

The palette pulls from the street—neutrals for flexibility, bold accents for energy. Built to flex across race days, rest days, and everything in between.