Brand Identity & Strategy

Beast OCR

What we did

The project encompassed creating a new logo, defining brand strategy, and designing a comprehensive suite of marketing & social media assets, merchandise, and event memorabilia.

client

Beast 3.2
Mundo OCR ARG.

my Role

Art Direction Brand Strategy
Design

team

Beast 3.2 Team

Faced with the intention to elevate Beast OCR into a top-tier obstacle race in South America, our journey was marked by the challenge of meshing the team’s diverse viewpoints with a bold new branding direction. Steering this transformation involved crafting a compelling brand strategy and a visually striking identity, overcoming initial hesitations to highlight the crucial role of impactful branding in setting Beast OCR apart in the competitive OCR arena.

Tasked with aligning Beast OCR's branding to its ambitious vision, I embarked on a mission to revitalize its look, sound, and feel. This involved not just a visual makeover but a strategic repositioning to resonate with both current participants and potential new enthusiasts. My objective was to craft a brand identity that encapsulated the thrill of the race and the spirit of the OCR community, reinforcing Beast OCR's aspiration to be more than just a race - a symbol of adventure and camaraderie.

Developing a Strategy

Initially approached for a logo redesign, the scope quickly expanded as I led the development of a comprehensive brand strategy and identity system for Beast OCR. This strategic shift allowed us to delve deeper into the race’s goals and ethos. My approach involved detailed discussions with Beast OCR’s team to align the brand strategy with the business's core objectives, focusing on creating a distinctive and resonant identity for the OCR community.

As we ventured into rebranding, our first hurdle was the logo redesign — more than a visual update, it symbolized the race's evolution. Crafting this emblematic 'B' intertwined with a 'claw' mark required melding varying team perspectives into a cohesive brand vision. This step was crucial in overcoming initial reservations and demonstrating how a distinctive logo could spearhead Beast OCR’s emergence as a standout in the OCR field.

The Outcome & Impact

The unveiling of Beast OCR's new brand identity marked a transformative moment for the race. Our holistic rebranding approach significantly elevated the brand's appeal and engagement, particularly in digital interactions and event participation. The introduction of the redesigned logo and comprehensive identity system resonated deeply with the audience, driving up brand awareness and customer engagement markedly.

Impact by the Numbers

Compared to the previous edition of the event, the new branding strategy's impact was dramatic. Beast OCR saw a 318% surge in athlete enrolment, a 124% increase in social media following and reach, and an impressive 373% boost in revenue. The new brand identity was instrumental in not only attracting more athletes but also in creating a stronger community presence. This surge in popularity led to the event selling out weeks in advance. To accommodate the growing interest, the team expanded the event capacity by an additional 100 spots, bringing the total athlete count close to 500 – a significant jump from the 150 participants in its first edition.

Photos by @delficordoba_ph