Bringing the Runners Need rebrand to life at Love Trails Festival

The strategy leaned hard into the dating angle behind run clubs: cheeky, flirty and fun, because a big part of any festival is meeting new people, whether that's making friends or finding a bit of romance (wink).

The trick was staying playful without losing clarity. The copy still had to show off the brand's expertise, work in our key straplines and hold onto our knowledgeable reputation.

My aim was copy fun enough to make you smile, but clear enough to tell you where to be and what was on. With a real-world event rather than a storefront, there was more room to have fun.