An overhead look at the finish line of the New York City Marathon in Central Park

A community that goes the distance

Client

New York Road Runners

Studio

In-house

My role

Environmental design

Print design

Apparel

Maps

Social media

More than 50,000 people annually come from around the world to run the New York City Marathon. Running 26.2 miles by foot, wheelchair, or hand cycle is a true test of wills and exhibits the human body’s capabilities. What’s also exhibited? Humanity. While 50K people are racing, even more are along the course cheering and supporting them with fuel and aid because we all know that training is the hard part. Once that first Sunday of November rolls around, the hay is in the barn and it’s time to take a victory lap around all five boroughs.

Posters in the NYRR RUNCENTER advertising entry application period and the It Will Move You campaign with runners crossing the finish line

Year-round commitment

New York City has a large running community, a number of whom participate in New York Road Runners’ 9+1 program where they run 9 qualifying races and volunteer at least once in a calendar year to receive guaranteed entry to the next year’s marathon. I supported them with ways to celebrate these accomplishments, track their progress, and train smart, while also showcasing event partners.

Woman ringing the 9+1 bell in Central Park to celebrate qualifying for the 2020 marathon

Lockers with 9+1 magnets on their doors and stretching accessories piled on top

Scratch-off magnet for the NYC community to track their 9+1 progress

RUNCENTER front desks branded with Biofreeze for the marathon training series races

Window SEG frames with Biofreeze and marathon training series branding

A marathon pacer holding a 3:10 pace sign and leading a group of runners through a race

Pace team pacer list with stacks of pace bands surrounding it

Engagement and awareness

The marathon’s social media account is active year-round with announcements like signing up for the entrance lottery, celebrating participant selection, and hitting fundraising goals.

MTA train with doors closing advertising marathon entry closing dates

Gold gilded congratulatory Instagram post in multiple languages

Fundraising animation to celebrate $50M donated

Exclusive collectibles

More than 10,000 volunteers donate their time to make the marathon a success. While runners receive medals for completing a marathon, volunteers earn a collectible pin.

Although Marathon Opening Ceremony participants and invited race directors once received pins, 2019 marked a change with commemorative branded scarves.

2019 race director program navy blue scarf with light blue, yellow, red, and green racing stripes down one side

2019 Marathon Opening Ceremony participant wearing a blue-striped scarf and holding a Benin sign

Man in Olympics jacket wearing a Marathon Opening Ceremony scarf and holding a “15+ marathons and counting” sign

Chunky blue-striped Opening Ceremony scarf

Official volunteer explaining start map to a runner

Signage

Large sign showing a map of he NY marathon finish line in Central Park

When anxiety, exhaustion, and language barriers may create issues, maps, way finding, icons and photos help convey information visually in a internationally friendly format.

Waste diversion stations debuted in 2019 helping the race divert 75% of the 339 tons of waste collected.

Waste diversion station with icon-labeled bins for recyclables, compost, and waste

Mesh fence ads lining Start Village showing the It Will Move You campaign with runners at the finish line

The marathon starting line with branded tower structures, barricade wraps, and podium stand

A lot of work goes into getting to race day—on all sides. In order to consolidate the many sources of official pre-race guidance and eliminate the system of multiple one-sheets, I designed the first runner pocket guides and spectator guides, which included a gatefold course map in the middle.