Alaska Airlines Bay to Breakers
2017 - 2019
Race Identity, Digital Marketing, Environmental Design
Endurance Team Manager
Alaska Airlines had just taken over as the primary sponsor for San Francisco's Bay to Breaker's race. They wanted to re-brand the race and asked Wasserman Media's Endurance Team to take lead. Coincidentally, 2017 was the 50th anniversary of San Francisco's "Summer of Love", and they challenged us to give the race a taste of the infamous summer.
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How do you re-brand a well established fun run, an airline, and a cultural movement — all at once?
Brand Identity + Iconography
We designed a brand new Identity Logo, as well as iconography that was eventually featured on the 30-foot tall trusses that all of the runners started and finished through.
In addition, in 2018, Team Wasserman announced that they were announcing an extension of the race: the Breakers Bonus. We created various logo lockups, and ultimately landed on one that spotlighted the mascot of the race, Ape Hasbury.
We had a year long process of creating digital assets leading up to the race. These assets included social media posts, gifs, and stickers for the race’s camera app.