2023 Chang Ge Shou Obstacle Race

Project Overview

The Chang Ge Shou Obstacle Race, organized by the Beijing Marathon Association, is a high-intensity endurance competition designed to test participants' strength, stamina, and resilience. As the lead designer and creative strategist, I was responsible for conceptualizing, orchestrating, and executing the event’s entire visual identity (VI) system, ensuring a cohesive, powerful, and immersive brand experience.

Strategic Planning & Art Direction

Developed the visual identity system, aligning with the event’s brand values and competitive spirit;

Comprehensive Design Execution

Designed event branding elements, including the logo, typography, color scheme, and key visual assets;

Marketing & Promotional Collateral

Created dynamic promotional materials, including posters, social media graphics, digital banners, participation kits, and medals;

Cross-Functional Coordination

Collaborated with stakeholders to ensure seamless integration of the VI system across all touchpoints, from online marketing to on-site implementation.

Design Concept & Approach

Brand Identity & Positioning: The visual identity encapsulates the essence of perseverance, strength, and competition, delivering a bold and high-impact race experience;
Dynamic & Modern Aesthetics: The logo incorporates athletic motion and obstacle elements, creating a strong visual narrative that reflects the race’s intensity and spirit;
Color Psychology & Contrast: A high-contrast palette featuring red, black, and gold was chosen to symbolize power, speed, and victory, while ensuring strong visibility across different media;