TWIST
ON: THE MULTI-YOU
THE WALKWOMAN
MERRELL: LACE UP
THIS WAY UP
PERSONAL PROJECTS
ABOUT ME
[04] PROJECT:
LACE UP
Brief set by Manchester agency:
Tangent
Disciplines:
Branding, Advertising, Copywriting, Motion, 3D, Packaging design
Create a brand identity and launch campaign for the Merrell 1TRL Trail Run Club.
Concept:
This campaign draws on Merrell’s legacy and reimagines it for a generation that seeks connection, not personal bests. In the 80s, Randy Merrell used royal blue laces as a mark of craftsmanship and individuality. Today, that detail symbolizes intention, adaptability, and style. For an audience more focused on the journey than the finish line, the blue lace is a knot- binding us to each other and the places we explore.
Upon arrival, participants will receive a box containing royal blue laces, each stitched with the name of the event location. They’ll be encouraged to swap out their current laces before the run begins. This activation not only connects everyone visually, but also gives each runner a keepsake- a piece of Merrell’s heritage and a reminder of where their journey took them.
Deliverables:
- Logo
- Copywrighting / tone of voice
- Visual brand language
- Brand activations / event