project

Alaska Airlines Bay to Breakers

Year

2017 - 2019

Deliverables

Race Identity, Digital Marketing, Environmental Design

Credits

Jake Hirsch
Endurance Team Manager

About

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.

The Problem

How do you re-brand a well established fun run, an airline, and a cultural movement — all at once?

The work

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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. 

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Alaska Airlines Bay To Breakers 2017 Iconography

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Alaska Airlines Bay to Breakers 2017 Start Line

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Additional Branding

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. 

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Breakers Bonus Logos
Breakers Bonus Alternative Logos
Other Initial Concepts

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Bay to Breakers Founding Member Medal

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Breakers Bonus Medal beside Alaska Airlines Bay to Breakers Medal

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Digital Marketing

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.

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Facebook Header for Bay to Breakers

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