USOR / Well+Good
I created the art direction for Well+Good’s 2022 United States of Running program (USOR). This is one of the largest tentpoles of the year for Well+Good. I created a custom lockup, color pallet and moodboard. Along with creating the art direction I also designed all of the collateral for it from social assets and weekly plan templates to editorial and email assets.
I wanted the look and feel to emphasize Well+Good’s diverse running community. I felt like the unique letters in the lockup represented the diverse perspectives of all different types of runners from beginners to advanced, from all over the United States. I chose a gender neutral color pallet to feel as inclusive and welcoming as possible and shapes and typography with a fun, athletic aesthetic.
Destination
To the left is the hub, landing page for the United States of Running (USOR) program. This is where the program lives on the Well+Good website.
Editorial
Creating the editorial templates for the various articles for this program was a large part of this campaign. I used a rotating group of athletic symbols and key lines throughout these graphics.
Social
The social assets for United States of Running was also a large part of this campaign. I wanted to incorporate bold, current, eye-catching animations as well as a cohesive look and feel.
I created multiple emails for this campaign. These included a launch email and weekly emails with the various running plans. I matched the design of the weekly emails to the social weekly plan posts to maintain consistency.
Lockup and Color Pallet
It was really important to me to create a lockup that represented different types of runners with a variety of backgrounds and skill levels. This inspired me to use a different font for each letter. I also wanted the lockup to feel fun, athletic, current and gender neutral so I chose the fonts very carefully to reflect that. I also aimed to create a color pallet that was gender neutral, versatile, and vibrant.