Jill Stewart Mobay City Run
The Jill Stewart Mobay City Run is an annual charity event dedicated to supporting students in need and promoting the development of Montego Bay.
Project Scope
Brand Strategy
Indentity System Design
Social Media
Background
Ten years ago, the Mobay City Run was created to support college students needing financial assistance. Over the years, it expanded to help students at different educational stages. In 2024, the event was renamed the Jill Stewart Mobay City Run in honor of the late wife of businessman Adam Stewart. Facing competition from another run, the organizers sought to revamp their look with their new name and a refreshed image to differentiate themselves and revitalize their brand.
Challenge
The existing branding was outdated and didn't convey the quality of the annual run. The challenge was to create a refreshed brand identity that would appeal to a diverse audience, attract international runners, and differentiate it from the competing run.
Strategy
The goal was refresh the identity for the Mobay City Run that sharply contrasts with its previous one. The execution of this fresh identity aimed to propel the brand forward and infuse it with an international appeal. The brand should be clean, simple, versatile, and vibrant, while also embodying energy and movement.
Brand Identity
The brand needed to balance simplicity with capturing the essence and purpose of the run. Highlighting Montego Bay's significance in community support was crucial, as was integrating Jill Stewart into the logo without overshadowing Mobay’s importance. We chose an abstract representation of running, avoiding the common depiction of a runner seen in many charity run logos. Color selection was key to conveying the desired brand emotions effectively. While maintaining a serious mission, the run had to exude a fun and vibrant atmosphere, appealing to both runners and non-runners seeking an enjoyable social activity.