Elephant In The Room
The Elephant
BMW Dallas Marathon
Marathon Branding
  • Environmental
  • Identity
  • Promotional


In 2016 BMW was identified as the title sponsor for the Dallas Marathon and we were asked to create a new identity for the brand. The identity  would need to marry BMW’s leadership in performance motorsports with the marathon’s cultural history in Dallas.


By reinterpreting the Pegasus, a long standing Dallas icon, with an eye towards athletic performance and speed a unique and own-able identity emerged. This theme was carried through all elements of the brand’s identity and promotions.

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