ANNUAL PLANO TURKEY TROT

Brand Identity + Event Campaign

Community-driven race identity designed for retail + event environments

• Role: Brand Identity, Campaign Design

• Scope: Logo, signage, merchandise

• Audience: Community runners

THE CHALLENGE

The Plano Turkey Trot needed a recognizable identity system that could scale across race signage, merchandise, and digital promotion while capturing the spirit of community participation.

CONCEPT: MOVEMENT THROUGH COMMUNITY

The Plano Turkey Trot identity transforms a simple footprint into a dynamic storytelling system, merging motion, environment, and typography to reflect the collective energy of race day. By embedding natural elements and hand-drawn lettering within the form, the mark captures both the physical journey of the run and the shared spirit of community, resulting in a visual identity that is expressive, scalable, and rooted in place.

Early exploration focused on footprint symbolism and environmental storytelling

Refining typography and integrating illustrative elements into a cohesive mark

SCALABLE BRAND SYSTEM

• Works across retail + event environments

• Adapts across audiences + race tiers

• Maintains clarity at distance

The Plano Turkey Trot identity brings together movement, environment, and community into a cohesive visual system designed for real-world impact. From early sketches to final execution, the work balances playful expression with functional clarity, ensuring the brand performs across signage, merchandise, and digital touch points. The result is a flexible, recognizable identity that captures the spirit of the event while scaling seamlessly across every experience.