Going Wild at The High Point.
The High Point was a London marathon training experience designed to energise London runners ahead of race day. I created the promotional campaign material to drive sign-ups and print collateral for use on the day. The activation blended a guided long run, with recreation and recovery at an after party, the activation reinforced Puma’s position in performance running and indirectly promoted their NITRO™ road racing shoe technology.
Locally Rooted, Globally Aligned.
The initial challenge was Puma’s desire to align the localised ‘Run London’ event identity with the new global ‘Go Wild’ campaign. This meant establishing a visual territory, from typography, photography & colour, that could unify both streams while remaining recognisably Puma.
Design Iteration & Rollout.
I pushed for the typographic ‘on switch’ using the “marathON” wordplay which was well received as a concept but felt too off-brand for this campaign. They responded well however to elements from other routes; a stacked typographic treatment, and a route-map graphic, so I combined & reworked these directions. New global Go Wild photography dropped, I retouched with nitro colour and dynamic textures refining the visuals and rolling out approved assets.
Branding the Experience.
For the event day, I designed a full suite of large-format print assets to brand the space inside and out, including external hoardings, entry signage, internal area dividers, bar vinyls, barrel-top poster tables, stair panels and flags. The agreed system introduced ‘Go Wild’ assets into their ‘Run London’ event day system and extended the campaign’s bold graphic language into a physical environment that felt cohesive, high-energy and on brand.
