The LA Marathon’s new management were well aware of the modernity and energy that has always characterized Los Angeles, but the city’s intensely growing global cultural influence and the breadth and spirit of its running community were fresh, vital inspiration. Collective was tasked with creating an exciting new brand from the ground up.

A new logo system was designed around the idea of a “connected path” by which the event unites the entire city — north, south, east and west. Race day banners, advertising and an award-winning website were designed and launched to much acclaim.