Kansas City

Kansas City

marathon

project type

brand identity & strategy

year

2026

my role

art director

client

kansas city marathon

opportunity

The Kansas City Marathon is an annual set of four races: 5K, 10K, 13.1, and 26.2 held in mid October. Running from 6th to 74th St. The race itself is Kansas City’s premier road race, included alonside the Des Moines Marathon for runners looking to complete the I-35 challenge.

Based on audience analysis, the current brand has some foundational resonance with it’s runners. There is positive sentiment with the fountain iconography and moniker.

However, after the discovery phase, it’s evident the current brand system does not have enough tools to activate the brand across all touchpoints, take advantage of Garmin’s full tech capabilities, and empower it’s KC identity.

This brand is positioned to become a national race through an entirely unique brand expression and experience.

solution

After 50 iterations of the brand expression, I approached this brand through the lens of a refresh rather than a transformation.

big picture: we're appealing to a massive audience between 16 and 80. midwestern folks are candid people, so if the design system doesn't reflect a truthful view of the city; we just won't resonate as the high-tech, high-touch racing event we are.

the entire system pulls from the historical look of kansas city. the typographic layouts are inspired by mural and vintage signage during the early days of the city. The color palette and logo were entirely refreshed from the old brand made to provide more options for every user experience. the illustration system is slanted for a sense of motion and allows for anyone from the global creative director to the social media intern to easily make an on-brand layout.

results

Overall the addition and consistency of the new brand will boost revenue between 10% and 23% through greater audience recognition and sign up intent.

Ease of use: Easier to pass on to another designer, or even non-designer and keep the brand consistent. Scalable: Addition of a scalable icon system and flexible typography allows the brand to show the same energy at every size.

Recognition: Improved brand recognition with custom icon system, illustration system, and color palette. Brand identity that differentiates entirely from competitors and non-competitors.

results

Overall the addition and consistency of the new brand will boost revenue between 10% and 23% through greater audience recognition and sign up intent.

Ease of use: Easier to pass on to another designer, or even non-designer and keep the brand consistent. Scalable: Addition of a scalable icon system and flexible typography allows the brand to show the same energy at every size.

Recognition: Improved brand recognition with custom icon system, illustration system, and color palette. Brand identity that differentiates entirely from competitors and non-competitors.


The fountain logo is the central beacon of our brand expression.

The 4-sided star defines the four races offered:

26.2, 13.1, 10K, and 5K.

The M is symmetrical reflecting both sides of the city. Based on audience analysis and public opinion the “City of Fountains” iconography resonated strongly. Due to this strong bond, the icon was designed to be a logical step from the previous, with the opportunity to imbue relevant strategy into the identity. 

Built on a 16 X 16 grid. The icon was designed to scale as small as needed (favicon).

In partnership with the head sponsor, Garmin, the KCM app has been developed to allow easier view of race data, finish line photos, check in badges, and bring racers closer to their race experience.