AARON FARLEY 5K
Brand Identity, Social Media Marketing
FREELANCE | Fall 2024, 2025Created a brand identity and social media presence for a local 5K outside of Columbus, Ohio. Developed social content and ran social pages to engage community, worked with local vendors to design merchandise, and shot photography to utilize across marketing touchpoints.
DESIGN OBJECTIVES
Beginning in 2024, I worked to develop a brand identity for the event that could then be translated across digital and physical touchpoints.
In 2025, I built off the existing design system for social asset creation, but developed a new logo to create new excitement around the event.
2025 identity
2024 identityDESIGN INFLUENCE
2025 moodboard
The visual style direction for the 2024 brand identity was influenced by Homage’s traditional athletic apparel. Gathering most inspiration from a dusty light grey, and traditional muted red, with accents of black + white.
2024 moodboard
The visual style direction for the 2025 brand identity was influenced by “retro“ Ohio State gear. Heavily drawing inspiration from a rich vintage brown palette, with bright contrasting red and soft canvas color.
VISUAL IDENTITY
VISUAL IDENTITY
Choosing an Ohio State Buckeye centered color palettes, to stay in close with 5K theme, and pairing with a modern sans-serif typeface, ROC Grotesk. Creating fun sticker designs to utilize on social assets.
Logo designs themselves reflect a humanistic style through use of handdrawn fonts.
2025 palette
2024 paletteSOCIAL MEDIA
In-context images of racers at event wearing the designed merch! Using past years event imagery as a strategy to market for the next year.
2025 MARKETING CONTENT2024 MARKETING CONTENT
