Fans To 5k
Fans to 5k was launched to unite football supporters through fitness and competition. I was appointed at concept stage to define the brand and design a scalable digital programme for multi-club rollout.
I developed the visual identity and created a structured training guide covering the full journey to race day, combining weekly plans, practical guidance and parkrun integration, with controlled localisation for each club.
Since launch, Fans to 5k has grown into a registered charity, demonstrating the value of clear brand direction and scalable programme design.
Brand Identity: The Fans to 5k identity centres on the imprint of a running trainer, anchoring the brand in movement and participation. Sporting references are integrated within the tread, including cricket wicket forms and simplified ball shapes, signalling the charity’s broader scope. A central raised-arms figure and star motif reinforce achievement and competitive success. The bold, condensed typography was selected for strength and clarity, ensuring the mark remains impactful in a single colour and adaptable across multiple club identities. The symbol was designed to function independently where required, allowing flexible use across digital and promotional environments.
Digital Training Guide: A clear, structured digital guide designed to support participants from sign-up through to race day. The programme combined weekly training plans with practical advice on warm-ups, recovery, training zones and parkrun participation, all presented within a consistent visual style. Built to allow easy club-specific updates, the guide maintained brand consistency while remaining relevant to each team.
Social Media Campaign: A structured series of social graphics designed to maintain momentum throughout the programme. Content focused on progress tracking, milestone recognition and club-led competition, reinforcing engagement while amplifying friendly rivalry between fan bases. Framing the initiative as a tournament-style event extended participation beyond individual training and strengthened the sense of collective challenge.
