Urban Run Club

Services

Creative Direction
Brand Identity
Strategy

Reach more than just the finish line.

Urban Run Club is a lifestyle-led running community brand designed to reframe the narrative around fitness. Less about finish lines, more about rhythm, ritual and connection. Mind first, miles second - this identity puts wellness and community at the core, wrapped in a bold, modern system that feels as at home in sportsware or lifestyle as it does at a starting line of the London Marathon.

The Monkey Mascot

The monkey mascot isn't just for fun - it's a visual anchor that reflects the real emotional range of running. Sometimes proud, sometimes exhausted, sometimes just getting through it.

The series of expressive faces represents the different mental and physical running states, like a modern Scout system for adults. It's a way to reward effort, not just performance, and bring personality and honesty to a world obsessed with speed and stats.