Why Run

Why-Run is a new, Milan-based concept store for urban runners.
It is a new venture of Sportland, a stores’ network present on the territory for over 30 years, with 200+ shops.

Projecting the Brand’s visual identity through the definition of an extendable design system. The visual elements obtained should be also involved in the creation of communication materials, social posts designs etc.

We developed a path-like stroke, connecting two design elements in a layout the same way as an ideal “start” connects to a “finish” on a race path. The path is depicted in a strong neon red/pink color, and its design is inspired by shapes of routes generated in urban running applications. This expedient allows the creation of an infinite number of visuals while making the designs directly relate to the reference imagery. As a support to the design system, we developed a custom typeface called Why Run Display, adopted both on the logotype and in all layouts. Creation and definition of a brand identity involving a design system and a custom typeface; creation of instore materials such as discounts signs, tags, stickers and flyers; as well as the definition of branding guidelines and definition/supervision of the VI’s application on launch campaign.