RunItaly
City Marathon Event, Hong Kong (2019)
the challenge
Conceived as one of the main events of the Italia Mia Festival, RunItaly was a marathon-style event designed to bring Italian sporting culture to Hong Kong's streets.
It had to carry its own identity — bold enough to stand alone as a major sporting event, while staying coherent with the wider Festival.
It needed to attract both the Italian community and Hong Kong's urban running crowd.
insight & idea
Running is one of the few activities that genuinely crosses communities.
The idea was not to design a race with an Italian theme, but to create an Italian experience in the form of a race: energy, colour, noise, and shared movement.
Sport as cultural diplomacy.
execution
We developed a full brand identity: logo, colour system, race kit design, social and promotional assets, merchandise, running gears, signage and event communications.
The visual language was built to be instantly recognizable on race day: vibrant, athletic, and culturally specific without relying on cliché.
results
Regrettably the event was cancelled due to Hong Kong's civil unrest in late 2019.
The identity work stands as a reference case in sport-meets-culture branding, and a reminder that great creative work has value regardless of the outcome.