Great Estates.
Run a trail less ordinary with Great Estates.
Building on the success of WMP's three closed-road running events, WMP launched Great Estates in 2022: a series of entry-level trail running races designed to open up trail running to those not currently catered for by other events.
Expertise
Industry
Background.
A sport that's traditionally left beginners behind.
Trail running has traditionally been the preserve of the more experienced, technical runner, often involving ultra-distances in remote parts of the country.
Great Estates turns this notion on its head, offering 5K and 10K distances, a selection of fun runs for younger runners, and canicross races for dogs. Taking in some of the UK's treasured country estates, Great Estates offers a first step into trail running, while letting participants experience the grounds of the country's most beautiful stately homes.
The Solution.
A brand built to grow with the series.
Designing an identity that's family-friendly and historic at once.
As a new series, Great Estates needed a brand identity that would appeal to entry-level runners while speaking to the historic setting of each run. The brief was to create a visual identity that felt recognisable and embodied the series' values: family-friendly, sustainable and technologically advanced, flexible enough to grow with the series and adapt for each event.
Pairing heritage colours with neon for the modern runner.
Set against the backdrop of stately homes and castles, we created a colour palette combining heritage tones with bright neons for the modern runner. The geometric, sans-serif font was chosen for its contemporary feel, and for the way its letter forms echo elements of a running route. Secondary branding, including graphic elements and textures, recalls the landscape around the estates where the runs take place.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
The impact.
A flexible brand ready to open trail running up to more people.
With five events across England and Scotland in its first year, Great Estates successfully delivered against its core brand objectives. The finished identity gave Great Estates a flexible, recognisable brand from launch, while staying true to its family-friendly, sustainable values, positioning the series as a genuine first step into trail running for runners of every age, and their dogs too.
