In 2016 BMW was identified as the title sponsor for the Dallas Marathon and we were asked to create a new identity for the brand. The identity would need to marry BMW’s leadership in performance motorsports with the marathon’s cultural history in Dallas.
By reinterpreting the Pegasus, a long standing Dallas icon, with an eye towards athletic performance and speed a unique and own-able identity emerged. This theme was carried through all elements of the brand’s identity and promotions.
The event was well attended, and the new brand has received international attention in the running community.