PROJECT
BMO Vancouver Marathon 2025
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Creative Director: Steve Kojima
Designer: Christina Tran
One of the world’s top destination marathons, the BMO Vancouver Marathon features stunning running and tours through twelve of the city’s most iconic neighbourhoods, while the fast Half Marathon kicks off with an epic downhill start overlooking Vancouver’s iconic city skyline.
The event features a Marathon, Half Marathon and 8KM, with all courses offer stunning views of the Pacific Ocean, towering forests, iconic landmarks, and run through world-renowned Stanley Park towards an energized downtown Finish Line.
In collaboration with the creative director of the International Marathon Society of Vancouver, I designed event, souvenir merchandise, and a 40ft event display banner for the event to further enhance this experience.
CONTEXT
ADVERTISING
I designed assets for the in-person advertising campaign in Vancouver through various mediums. I was required to master file management, image optimization, and communication to ensure high-level execution within a short time-frame.
The advertising campaign’s goal was to spread awareness of the upcoming marathon and drive traffic to the Expo, the newest activation (Victory Plaza), and the Block Parties to encourage crowds.
BRANDING
New branding initiatives were introduced this year with assets and outdoor display activations for the BMO Vancouver Marathon. I had the honour of designing the logos for the BMO Vancouver Marathon “Block Party”, “Victory Plaza”, and “Cheer Loud Crew”.
These minimalist bold logos were designed to be legible from afar and to form a cohesive family which represent the fans, the crowds, and the festival aspect of the race event.
In addition, I led the initiative for a new mascot, “Shoey”, to be a key staple of the event’s brand and scheduled appearances in Victory Plaza.
SOCIAL MEDIA
During Race Weekend, I was the lead for social media management for the Instagram account, @bmovanmarathon. Through active re-sharing and community engagement, the account experienced exponential growth.
Statistics
Views: 1,000,000+ (57.1% followers, 42.9% non-followers)
Accounts Reached: 95,000+ (+242.5%)
Profile Visits: 23,000+ (+533.8%)
External Link Taps: 1,413 (+811.6%)
