Overview /
Men’s Health Survival of the Fittest (MHSOTF) meant turning a physically punishing, large-scale obstacle race into a recognisable, motivating national brand. The challenge was to reflect the event’s intensity and scale while making communication feel inclusive and encouraging, so newcomers felt capable rather than intimidated.
A flexible creative system allowed the identity to travel confidently across editorial, digital and live environments, creating a consistent sense of energy and momentum that supported participants from first sign-up through to race day.
Role /
Creative direction and visual development across campaign, event and editorial touchpoints for MHSOTF. Responsible for translating the event identity into a cohesive suite of assets spanning print promotion, digital communications and on-site experiential branding, coordinating with editorial, marketing and production teams to deliver a consistent, scalable system across five UK locations.
Brief /
Create a cohesive, scalable campaign system for MHSOTF, the world’s largest urban obstacle race series, delivered across various cities. The work needed to promote a physically intense event while remaining accessible, achievable, motivating and clearly structured across editorial, digital, training and live environments.
