Creative concept and Art Direction at Original BUFF® HQ
– UTMB 2023. Trail Running International Event.
One of the iconic racing events in trail running: The UTMB.
So the plan was simlpe: to build something more branded, more iconic, more epic. Since we had such a big booth placed in one of the corners, we took advantage of it. Surrounded by the astonishing natural environment du Montblanc, the idea was to avoid the usage of landscape images. So, we builded all the image around the re-branded logo, full yellow.
In a crowded space like this one, full of outdoors brands exhibiting, people going around from one to another and meeting people over the area, the thought was to become a strategic meeting point. Signage rules, sometimes go beyond icons and can relay on a colored wall as a visual reference. So we went for it. To make it epic.
Regarding the messages displayed we wanted to keep going with the made in Barcelona campaign, the campaign talking about sustainability and locally made products. On top of that, and to have a closer approach to the visitors, we made a twist to talk directly the runner audience. For some of them is a dream to get there, for others, it’s a yearly tradition, and all agree in a feeling: it’s an epic race.
We made in Barcelona. Now it’s on you. Go for epic.
And because being local, usually goes with identity and values, we winked at the Made In Barcelona campaign on the athletes program display.
