cadena_10.4.1_final

1.0 Research............................................1.0

1.1 Company Overview

1.2 Research Paper

1.3 SWOT

1.4 Creative Brief

1.5 Competitive Audit

1.6 Demographics

1.7 Brand Persona

2.0 Style Guidelines..............................2.0 2.1 Logo Specs

2.2 Typography

2.3 Color Palette

2.4 Images & Textures

3.0 Creative Development..................3.0 3.1 Mood Board

3.2 Logo

3.3 Digital & Products

4.0 Final Solutions................................4.0 4.1 Website

4.2 App

4.3 Social Networks

4.4 Print Products

4.5 Swag Bag of GoodiesTab

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f Co

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Brand EssenceAt the heart of our identity is our essence. This is not only about the Run for your Lives organization but it’s also about the people

we hope to inspire to feel good, to exercise and have fun while doing it.

Thrilling, entertaining and immersive are at the core of what

we are about. We represent the opportunity to escape from

everyday worries, and become immersed in the chaos and

fun of running for your lives from bloodthirsty zombies.

You’ll awaken your inner child at our event and become so

involved in the fun, you wont even realize the health benefits.

We’ll leave you with an experience you’ll never forget. It’s a

unique and enjoyable event that brings everyone together.

We introduce the unexpected.

We stand out by looking to tomorrow.

We value trust placed in us.

We connect our audiences' interests.

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RESEARCH 1.01.1 Company Overview1.2 Research Paper1.3 SWOT1.4 Creative Brief1.5 Competitive Audit1.6 Demographics1.7 Brand Persona

2 Run for your Lives

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Run for your Lives

1.1Run for your Lives has created a unique and unforgettable racing

experience that the physically fit, the couch potato, the zombie

survivalist and the every day person can participate in AND enjoy.

It’s especially great for those who have struggled to lose weight

because exercise was never enjoyable.

Run for your Lives has rebranded itself to help it’s target audience

realize what a fantastic challenge and opportunity has been

provided to them. In turn, their reputation of a highly desired

zombie infested obstacle course race has been in higher demand.

Run for your Lives is rebranding it’s image through digital and print

development. They are also providing an outlet through various

social media sites for past and future runners, volunteers, zombies,

course officials, etc. to be able to relive the excitement of their

experience and plan for future races.

Evade beingeaten by zombies!

RESEARCH:COMPANY OVERVIEW

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5

Run for your Lives

RESEARCH:RESEARCH PAPER 1.2

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RESEARCHRun For Your Lives is a first-of-its-kind event, one part 5K, one part obstacle course, one part escaping the clutches of zombies — and all parts awesome.

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un For Your Lives is a

first-of-its-kind event,

one part 5K, one partRThe future of Run for your Lives

includes our international

expansion in Canada and Europe.

We've updated marketing

collateral including our logo,

website and print products. We've

created a new mobile app and

redesigned our social media sites

to be more interactive and

immersive. The effect that Run

for your Lives has on everyone

is physical, mental, emotional

and is becoming more appar-

ent as our popularity grows. Run

for your Lives motivates people

to not just run, but run for their

lives. It won’t just save you from

zombies, It’ll save you from

yourself.

obstacle course, one part

escaping the clutches of

zombies and all parts awesome.

It’s a simple concept, but it’s

powerful. Bringing people

together to enjoy something that

is larger than the individual is

what we are all about. What sets

us apart from all other races is

Run for your Lives provides

runners all of the the thrill and

fear of being chased by zombies

but none of the undead

consequences

With obesity being at an all time

high, health consciousness is not

on the minds of many. Run for

your Lives introduces a way to

inspire exercise on a regular

basis. It attracts a variety of

people and gives everyone the

desire to finally get moving and

run for their lives. And for the

more serious zombie minded, it

also serves as survival training.

Run for your Lives motivates

those that have no desire to run

and intrigues those who have

tried everything else. In order

to reach everyone we have to

branch out across several of the

largest countries and redesign

our brand to ensure we meet our

audiences needs and exceed

their expectations.

Run for your Lives

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Attracks people within all levels of fitness those whomay normally not participate

Provides the thrill of being chased in a fun, safe way combined with physical activity

Quickly rising loyal fan base

Inspired and unique zombie costumes

Obstacles can be varied

Clean up for participants after race

Adequate parking and signage

Fine tune difficulty level of obstacles

Bracnching off into different themes

Zombies have been been becoming more popular

Social Networks allow for quick word of mouth

The CDC advertises zombie preparedness

Local businesses may want involvement recognition

Collaboration with well known zombie themed tv shows, authors, directors, etc.

Getting enough people to participate in each race

Finding locations for races

Building obstacles at each location timely and securely

Providing quick and satisfactory customer support

Providing medical attention for injuries on the course

Making sure obligations of contracts are met and legal documentation needed is obtained

1.3RESEARCH:SWOT

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9

Run for your Lives

SummaryRun for your Lives is a first of it’s kind zombie infested

5k 12 course obstacle race. Run for your Lives offers

people of all ages and cultures the experience and

thrill of being chased by zombies and providing real

world zombie survival training.

Run for your Lives seeks to rebrand themselves in a

way that will make them more visually appealing that

will allow for greater publicity and interaction with

their audience and with each other. It seeks to make

exercise appealing and fun for everyone by

immersing them in the experience.

Vision:Bringing people together to enjoy a thrilling and

immersive real life zombie chase as an obstacle

course race which helps people enjoy exercise.

Tagline:• This ain’t your mamma’s race

Tenants & Image Criteria• Thrilling

• Entertaining

• Immersive

Unique Selling Proposition • Is the only zombie related event involving physical activity

• The only race that tests endurance & ability to evade zombies

• Allows celebration after the race even if you’re “dead”

Primary Product(s) or Service(s):• Zombie filled obstacle course race & Apocalypse party

• A good time, bragging rights & race swag

• Providing fun incentive to exercise for everyone

Target Audience:• A Zombie lovers of all shapes & sizes and ages

• B People who love a challenge

• C Paranoid (zombie) conspiracy theorist

• D Well read & educated people ( mostly Fiction Sci-Fi geeks )

• E People open to new ideas and trying new things

1.4RESEARCH:CREATIVE BRIEF

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11 3

Run for your Lives

1.5RESEARCH:COMPETETIVE AUDIT

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The direct competition against Run for your Lives are

the Spartan Race, Tough Mudder and the Warrior Dash.

These 3 obstacle course races have varied coures in

levels of extremes. While their courses may be tough

and rugged and challenge even the most seasoned of

athletes, none of them offer the ability to allow those

who are not as physically fit to participate. Run for

your Lives offers obstacle courses that anyone can

complete and at their own pace.

Because these other races are extremely challenging,

it tends to bring out the "every man for themselves"

syndrome. Run for your Lives is a team sport. Runners

help their own friends but they also stop to help oth-

ers they don't know who may be struggling. And with

Zombies chasing you, you can use all the friends you

can get. Run for your Lives is the essence of bringing

people together to have a good time and losing weight

while doing it.

1.6

Our target audience ranges from teenagers to adults in

their mid 40's who are of all shapes and sizes from the

perfectly fit to the couch potato.

Many are zombie enthusiasts who keep up with all things

zombie. Others hold ordinary white and blue collar jobs

such as teachers, nurses, lawyers, janitors and mechanics.

But all will be open to new ideas, trying new things out

and are young at heart.

Bringing people together to

enjoy something that is

larger than the individual is

what we are all about.

RESEARCH ANALYSIS:DEMOGRAPHICS

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Run for your Lives

RESEARCH:BRAND PERSONAS 1.7

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THETOUGHGUY

David Garza is the face of fitness and embodies the brand person-ality. His muscular frame communicates the strength of the brand and his confidence reminds everyone who’s in charge.

David is always willing to lend a helping hand and crack open a cold beer and a joke but when things get serious, he’s the guy you want watching your back.

He’s:Serious but not uptightSmart but not cockyStrong but not reckless

RESEARCH:BRAND PERSONAS

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THE ZOMBIESURVIVALIST

Jessica Jones is the everyday face in the crowd and epitomizes the agility and the intelligence of the brand. She enjoys reading a good book and can shoot a bullet at your head with deadly accuracy.

She’s petite but don’t let that fool ya. She’s quick on her feet and won’t hesitate to put you down if you’re “infected”.

She’s:Observant but not indifferentTiny but not a pushoverShrewd but not foolish

Run for your Lives

THECOLLEGESTUDENT

Jennifer Beltran represents the fresh and youthful energy of the brand. Her excitement is contagious and her loyalty is fierce.

She’s young and young at heart but don’t let that innocent look mislead you. She has a sharp tongue and an even sharper axe.

She’sInnocent but not naiveFriendly but not Clingy Stubborn but not unreasonable

1.7

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THE COUCHPOTATO

Fred Andrews is the embodiment of everything that is relaxed and laid back about the brand. His garlic breath is strong but his con-victions are stronger.

Fred loves cheeseburgers and long naps. He may be slow but he’s a walking en-cyclopedia of all things zombie.

He’sFunny but not a foollarge but not slowSensitive but not a wimp

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STYLE GUIDE 2.02.1 Logo Specs2.2 Typography2.3 Color Palette2.4 Images & Textures


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Run for your Lives

2.1

20

Z

Z

Z

Z

Z

Z

Z = 0.5in =

half the width

around the

logo and will

give it the

room it needs

to stand out.

Z = 0.5in =

half the height

around the

logo and will

give it the room

it needs to

stand out.

STYLE GUIDELINES:LOGO SPECIFICATIONS: PLACEMENT

Primary

Secondary Logo

The Run for your Lives logo is the

single most important visual element

of the brand. Balance is an essential

component of good design. Placing

any element, including text and

images too close to the logo

diminishes its importance.

It should be treated as a graphic icon

and must appear on all communi-

cations, including print collateral,

products and digital sites. Only with

consistent and guidelined follow

through, will the Run for your Lives

logo remain a powerful asset for

the continued development of the

brand.

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Run for your Lives22 Run for your Lives

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Incorrect UseBackgrounds& Effects Size Distortion Placement Logos/Signature switching

2.1

Logos shall not have a background to them or any filter effects and may not be distored. Signatures may not be placed in any

other location around the logo than what is shown in the correct use of logos and signatures and logos may not be swaped out

with each other.

STYLE GUIDELINES:LOGO SPECIFICATIONS: USE

Correct UseVertical Use Horizontal Use Signature Use

Run for your Lives

The intention of Run for your Lives is to depict it as as an event that is confident, diverse, dynamic and choosing the right style of

type is critical component of this. Run for your Lives uses bold typography to create strong hierarchies and drama across all mar-

keting collateral. Museo Sans and Museo Slab bridges the needs of editorial copy, product typography and public signage with

one family type design. It uses space efficiently, and is clearly legible under any circumstances.

2.2

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

@$%&?!

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

@$%&?!

Museo Slab Museo Sans

STYLE GUIDELINES:TYPOGRAPHY

HeadingsThe default typeface for headings is Museo Slab

Body copyMuseo Sans should be used for all body copy and can be

used for larger sizes of copy or where a more classic look and

feel is desired.

TaglinesMuseo Sans Italics should be used in the Run for your Lives

taglines or wherever emphasis is desired or needed.

Super Header 30px

Header 24px Subheader 18px

Taglines 10px

Body copy is 12px Museo Sans on 18px leading. Other than

that, everyone should know that zombies are a very real possi-

bilitiy and should be as prepared as possible. If you encounter

one, always aim for the head and remember, that’s not your

mother anymore.

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Run for your Lives

Below is the Run for your Lives full color palette. While the Black, White and Red form the

core palette, the secondary colors should be considered to complement the design as ac-

cent. Research has reinforced that 60% of the time people will decide if they are attracted

or not to a message based on color alone.

2.3STYLE GUIDELINES:COLOR SCHEME

Secondary Colors

Primary Colors

Core Color Meaning:

REDRed captures attention and is a very

visible color. It's the color of vio-

lence, adventure &

adventure which is a perfect fit for

Run for your Lives.

BLACKBlack is associated with fear and the

unknown. Combined with red, black

is a very

aggressive color scheme. It has neg-

ative associations such as the death

we're faced running from zombies.

WHITEWhite is associated with purity and

goodness. In design, it's associated

with cleanliness to suggest simplic-

ity. It's the face of innocence lost in

the Zombie Apocalypse.

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Run for your Lives

Photography style is another key component in the creation of successful brand communication and brand personality. Photog-raphy selections are determined by the needs of the individual project but we recommend:Naturally engaging and spontaneous (with the exception of portraits), full of surprise, discovery and enjoyment of the experience. reflect it’s dynamic atmosphere. close ups should be intriguing and draw you into the colors, texture and other details of the image.

STYLE GUIDELINES:IMAGES & TEXTURES 2.4

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CREATIVE DEVELOPMENT 3.0

3.1 Mood Board3.2 Logo 3.3 Digital & Products


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Run for your Lives

CREATIVE DEVELOPMENT:MOODBOARD 3.1

Developing a mood board helps visually illustrate the direction of the design style. It’s a collection of graphics, images, colors,typography, and textures that helps convey feeling and emotion. The final mood board that Run for your Lives has persued is a collective of 3 past mood boards that convey the thrill and excitement of the brand.

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CREATIVE DEVELOPMENT:LOGO 3.2

The Logo sketching process is imperative to the development to the final decision made for the brand. It helps refine the vision. Creating digital logos can be time consuming no matter how skilled you are. This is where sketching logos comes in as a valuable tool. It's much more efficient. It can save valuable time and allow for ideas to be jotted down quickly.

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Run for your Lives

CREATIVE DEVELOPMENT:DIGITAL & Product 3.3

THESKETCHES

Preliminary sketching ideas were consistant in the use of the needs, expectations and desires that the Run for your Lives targetaudience. The media asset ideas that were to be developed had to be functional, visually stunning and would have to stand apart. The ideas behind these sketches has created much anticipation.

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4.1 Website4.2 App4.3 Social Networks4.4 Print Products4.5 Swag Bag of Goodies

FINAL SOLUTIONS 4.0


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Run for your Lives

FINAL SOLUTIONS:WEBSITE - DESKTOP 4.1

The Run for your Lives website (desktop view) makes it easy for you and all your friends to easily access all the information they’ll need to be the next victim at their choice of locations.

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FINAL SOLUTIONS:WEBSITE - TABLET/ MOBILE

The Run for your Lives website ( tablet and mobile view ) is perfect for those lazy days of lounging around but still provides the same great information with optimized viewing performance that’s perfect for smaller devices.

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Run for your Lives

FINAL SOLUTIONS:DIGITAL - APP 4.2

The Run for your Lives app

app prepares you and your

friends for impending doom.

Play alone or in a group. Play

in survivor mode as a runner

or zombie and then brag to

all your friend about how you

did by automatically sharing it

to your favorite social

network.

THE APP

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YOUTUBE FACEBOOKTWITTER

FINAL SOLUTIONS:DIGITAL - SOCIAL MEDIA

Social Networking is for

everyone. Zombies can also

tweet and facebook about

how far they’ve spread the

infection. Runners can im-

merse themselves in the pre

race excitement and share

their experiences with every-

one. We bring you closer to

fullfilling your destiny.

4.3

SOCIAL NETWORKS

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Run for your Lives

FINAL SOLUTIONS:PRINT PRODUCTS - BILLBOARD 4.4

Nothing says “ I told you so”

like a huge billboard on the

side of the highway. While

you’re stuck in gridlock, we've

taken advantage of a high

vantage point combined with

a high traffic location which

make billboard advertisement

a key branding element.

THE BILLBOARD

BILLBOARD SOLUTION

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FINAL SOLUTIONS:PRINT PRODUCTS - POSTER

Run for your Lives is every-

where and so are posters. The

versatility of posters lends

itself to be a main branding

element. Posters give Run for

your Lives the advantage of

abundant and available loca-

tions and quick viewing

access to a varied audience.

THE POSTER

POSTER SOLUTION

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Run for your Lives

FINAL SOLUTIONS:PRODUCTS - SWAGBAG

As a parting gift for partaking in the festivities, Run for your Lives has provided an exceptionally sturdy swag bag filled with all the necessities one would need during an apocalypse including a hoody, flashlight and the ever important toilet paper.

4.5

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Run for your Lives

REFERENCES

Runforyourlives.com. (2012). Runforyourlives.com. Retrieved from http://runforyourlives.com/

PR Newswire, PR Newswire US,. (April 6, 2011). MGH Becomes First Agency in the World to Launch Zombie Marketing Division. Re-

gional Business News, EBSCOhost Retrieved from http://web.ebscohost.com/ehost/detail?sid=44dd6f0a-c72c-4421-bcba-5b3ff-

2caade6%40sessionmgr13&vid=2&hid=12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bwh&AN=201104061107PR.NEWS.

USPR.PH78432

Facebook.com. (2012). Index. Retrieved from https://www.facebook.com/run.for.your.lives

Reedstreetproductions.com. (2012). About. Retrieved from http://reedstreetproductions.com/about.html

The A-Hed. (July, 2012). For Die-Hard Zombie Fans, A Chance to Romp With the Undead. Retrieved from http://online.wsj.com/

article/SB10001424052702304550004577508983105914246.html

The Washington, Post. (September 9,2012). Zombie’ company needs right employees. Washington Post, The Nov. 0005: Region-

al Business News.. Retrieved from http://web.ebscohost.com/ehost/detail?sid=451627e8-4a97-412b-8596-4ccf2c688198%-

40sessionmgr15&vid=2&hid=12&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bwh&AN=wapo.8ea22be2-99e9-11e1-8c35-

4b78842e2af2

PR Newswire. (January 25, 2012). Run for your lives. Retrieved from http://www.multivu.com/mnr/54305-run-for-your-lives-

zombie-5k-2012

Noah Joseph. (July 27, 2011). Subaru WRX... official escape vehicle of the zombie apocalypse?. Retrieved from http://www.autob-

log.com/2011/07/27/subaru-wrx-official-escape-vehicle-of-the-zombie-apocalypse/

46

REFERENCES

DailyDeadNews. (February 16, 2012). The Walking Dead’s IronE Singleton to Appear at Zombie 5K in Atlanta. Retrieved from http://

dailydead.com/the-walking-deads-irone-singleton-to-appear-at-zombie-5k-in-atlanta/

Fontshop.com. (July, 2010). Jason Santa Maria picks his top typefaces. Retrieved from http://www.fontshop.com/blog/newslet-

ters/june10a/indexEMAIL.html

Smashingmagazine.com. (January, 2010). Color Theory for Designers Part 1 The Meaning of Color. http://www.smashingmaga-

zine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/

Reed Street Production. (20012, August 17). Run for your Lives (Official) Retrieved from http://www.youtube.com/watch?v=eKEV-

bC0GiUg

Texturez.com.(Web Host).(2013)Wood (Photography).Retrieved from http://texturez.com/textures/wood?page=3 .

Akamai.net.(Web Host).(2013)Blood Stained T-Shirt(Photography).Retrieved from https://a248.e.akamai.net/media.pinterest.com.

s3.amazonaws.com/upload/201536152045062996_ESJIXACq_f.jpg .

Vectorstock.com.(Web Host).(2013) Brain (Illustration).Retrieved from http://www.vectorstock.com/royalty-free-vector/pink-

brain-side-view-vector-794352 .

sxc.hu.(Web Host).(2013)Forest 4 (Photography).Retrieved from http://www.sxc.hu/photo/1415865 .

sxc.hu.(Web Host).(2013)Natural Forest Ground (Photography).Retrieved from http://www.sxc.hu/photo/1407119 .

47

Run for your Lives

REFERENCES

sxc.hu.( Web Host).(2013)Spooky Tree (Photography).Retrieved from http://www.sxc.hu/photo/1357532 ,

Nerdreactor.com.(Web Host).(2013)Zombie Cover(Photography).Retrieved from http://nerdreactor.com/wp-content/up-

loads/2013/02/The-Walking-Dead-S3-Mid-season-1.jpg .

Demilked.com.(Web Host).(2013)Grunge Background(Photography).Retrieved from http://www.demilked.com/free-grunge-tex-

tures-backgrounds/ .

Run for your Lives. (Web Host).(2013)Zombie Makeup(Photography).Retrieved from http://www.runforyourlives.com/the-race/

gallery/ .

Facebook.com. (Web Host).(2013)Jumping Hurdle(Photography).Retrieved from https://www.facebook.com/run.for.your.lives/

photos_stream

Wallpapers.com. (Web Host).(2013)Tough Guy Background (Photography).Retrieved from http://www.arts-wallpapers.com/desk-

top_wallpapers/landscape/fantasy_landscapes/ .

Wallpapers.com. (Web Host).(2013)Zombie Survivalist Background (Photography).Retrieved from http://www.arts-wallpapers.

com/desktop_wallpapers/landscape/fantasy_landscapes/ .

Facebook. (Web Host).(2013)College Student(Photography).Retrieved from https://www.facebook.com/jennfurr09/photos?ref=ts

.

Politico.com. (Web Host).(2013)Couch Potato(Photography).Retrieved from http://www.politico.com/news/stories/0412/74987.

html .

Thefancy.com. (Web Host).(2013)Bloody T-Shirt(Photography).Retrieved from http://www.thefancy.com/things/280558613/

I%27m-Fine-T-Shirt . (blood stain)

REFERENCES

Textureking.com.(Web Host).(2013)Wood(Photography).Retrieved from

http://www.textureking.com/index.php/category/wood (wood background)

Cadena, J. (Photographer).(2013) Bloody Arm/Hand(Photography & Arm/hand model).

Cadena, J. (Photographer).(2013) Tough Guy Persona (Photography).

Cadena, J. (Photographer).(2013) Zombie Survivalist Persona(Photography).

Cadena, J. (Photographer).(2013) Imac Desktop Website (Photography).

Cadena, J. (Photographer).(2013) Human & Zombie in Grass with Ipads (Photography).

Cadena, J. (Photographer).(2013) Human & Zombie holding iphone App (Photography).

Velasquez, V. (Photographer).(2012) Race Bib on Torso(Photography).

Velasquez, V. (Photographer).(2012) Two Zombies eating head(Photography & Model).

Velasquez, V. (Photographer).(2012) Muddy Kid holding Medal Up(Photography).

Velasquez, V. (Photographer).(2012) Zombie Bride(Photography).

Model Credits:

Jessica Garza as The Zombie Survivalist

David Garza III as The Tough Guy

Jennifer Beltran as The College Student

Run for your Lives

Documents

cadena_10.4.1_final