Aslan Mountain Marathon Challenge 2024
Project Overview
An important charity wants to raise money to fund post secondary education for Alberta students who have overcome adversities in order to graduate. They are looking for donors to sponsor 12 hikers on a massive 42.2 km hike.
Objective
A volunteer project to develop brand identity and recognition by designing visual assets including logo, posters, business cards, t-shirts and video to clearly identify the cause and fundraising objectives to donors.
tools
Iterative Design
Graphic Design
Poster Layout
Video Editing
Logo Design
Canva
The central image for the Aslan Mountain Marathon Challenge 2024 logo was provided by the client.
Process
Design Inspiration
The wavy checkerboard pattern is part of the inspiration for the Aslan Mountain Marathon Challenge 2024 branding. The bold, structured pattern reflects the endurance and strategy needed to complete the marathon, while visually differentiating the event from other charity initiatives. This graphic helped guide the development of the event’s unique identity.
This playful and nostalgic cartoon pencil was used on some of the visual assets to emphasize the charity’s educational cause, connecting the marathon’s fundraising efforts with the goal of supporting high school scholarships in Alberta.
Logo Options
The central image for the Aslan Mountain Marathon Challenge 2024 logo was provided by the charity to represent a very special little boy named Aslan, and the event’s mountain landscape. I was asked to add the name of the charity and the year to the original image.
These are the first iterations I provided to my client.
Outcome
Logo
The client chose the double black outlines around their original image. I used fonts Gotham (around the outside) and Glacial Indifference Bold (year) for a bold, angular look mimicking the angles of the mountains.
Business cards
The front of the business card for the Aslan Mountain Marathon Challenge 2024 features the event’s logo and checkerboard pattern. This design was created to ensure clear and professional branding for sponsors and participants.
The back of the business card for the Aslan Mountain Marathon Challenge 2024 contains more information on the fundraising goal and scholarship being funded with a QR code making donating as accessible as possible.
Design system
I used fonts “Kollektif” to tie in with the clean look of the logo typography, “More Sugar” to give a handwritten effect on the polaroids and finally for that retro feel “TAN Songbird” headings.
I pulled Coquelicot (#FF4202) directly from the original graphic and used Champagne (#FAF5E2) to warm up the background. This allows the message in Black on the Ghost White (#FBFBFF) really pop out to the viewer. This fresh colour scheme is unique and memorable.
t-shirts
I used this slightly different checkerboard background for the t-shirts to give the illusion that the logo is popping out.
The client wanted white shirts, so I replaced the Champagne background from the posters with white to make the printing process easier and less expensive.
Posters
The client loved the retro checkerboard background. These were the final posters, posted online and in other strategic in-person locations.
Video
This promotional video for the Aslan Mountain Marathon Challenge 2024 combines powerful visual branding with an energetic soundtrack. Featuring the official event logo, a playful retro cartoon pencil representing the charity’s educational mission, and a bold checkerboard background that symbolizes the challenge of the 42.2 km hike, the video is dynamic and engaging. Images of the charity’s founders and their very special son Aslan add a personal touch, while the sped-up instrumental of ‘Ain’t No Mountain High Enough’ reinforces the message of hope and overcoming obstacles, making it a fitting soundtrack for the marathon’s mission to raise funds for high school scholarships in Alberta.
Trigger Warning: This video contains sensitive content related to infant illness and death. Viewer discretion is advised.