The challenge.
Pier 13 wanted a run club that belonged to the pier without being swallowed by it. It needed its own identity, loud enough to be worn by people who own a drawer of running kit, but still obviously part of Pier 13 rather than a separate business.
What we did.
Built the sub-brand from conception. Took the 13 out of Pier 13 and wrote it into the name itself, P13R, so the parent brand is in the mark without a logo lockup doing the work. Hand drawn marker lettering with a runner mark, set in neon green on black and white motion photography so the kit reads at distance and the social reads at a scroll. Applied it across caps, bottles, apparel and a social system built around the number.
The result.
A club identity people actually wear, that still says Pier 13 to anyone who knows the pier.