My role as the designer and art director was translating Owen’s passion and background into a cohesive visual identity and strategy. The brand visually plays in the intersection of the technical and the experiential—rooted in a simple typography and grid system, while leaning on the true-to-life quality of 120mm and 35mm film photography. Visually, this exactly portrays Owen's coaching philosophy: "Grounded in research and experience. Delivered with passion and empathy."

We ideated to further support runners in two unique ways:‍

Supporting semi-pro runners
‍Owen drew on his own experience of post-collegiate running. Semi-pro athletes often have the potential to make championships and Olympic trials, but lack the support of full time pros. Gear and apparel brands have answered this call, but what about coaching? A coach has imperative to an athlete's success, and Owen now offers his services complimentary to a select number of high-performance athletes per year; investing fully in their success and individuals and runners.

Letting Owen’s research background shine through
‍To create space for Owen's academic background, we created a space for him to write about new research findings and coaching philosophies he comes by via a members-only newsletter and public blog. His social media is relatively quiet, featuring only pertinent info that’s useful for new runners and seasoned coaches alike. This strategy is intentionally terse, letting his knowledge and expertise speak for itself.