Challenge Northwest Brand Refresh

Creative Direction + Illustration

I collaborated with Challenge Northwest to revitalize their brand identity and elevate the overall consumer experience. Challenge Northwest is a regional program that motivates and supports runners to stay active during the cold winter months, with event proceeds contributing to charitable causes throughout the Pacific Northwest.

Building on the community’s affection for the Yeti as a symbol of the PNW, this character was brought to life through original illustrations and custom typography. The refreshed identity strikes a balance between playfulness and credibility, creating an approachable and engaging look and feel. It stands out in its category by avoiding many of the typical PNW design tropes, while still embracing the region’s unique character in a fresh, ownable way. Supporting graphics and a versatile color palette provide a comprehensive toolkit for the brand to use across this vibrant, community-focused event.