ATLANTA-JOURNAL CONSTITUTION PEACHTREE ROAD RACE

Brand Manager, Creative Director, Photography Chief
Photos: Paul Ward, Paul McPherson
Video: DRT Nation

Challenge: To annually refresh and elevate the iconic Atlanta Journal-Constitution Peachtree Road Race's brand identity and marketing campaign for over 50,000 participants, ensuring its continued status as one of the world's premier 10K events. This required maintaining its rich heritage while innovating to attract new participants and deliver compelling value for sponsors.

Strategy: Directed the annual creative strategy and comprehensive visual execution for the Peachtree Road Race. My approach involved developing unique annual themes, designing all critical event touchpoints including the coveted finisher's medal and official merchandise, the full expo design and experiential elements, and overseeing integrated marketing campaigns across digital, print, and experiential platforms to maximize participant engagement and brand exposure.

Leadership: As Manager of Brand & Design, I was responsible for leading the entire creative output for this flagship event. This encompassed guiding internal design teams, art directing photography and videography during the event, and managing external vendor relationships for production of apparel, signage, medals, and expo buildout. I collaborated extensively with event operations, marketing, and sponsorship teams to ensure creative alignment with strategic goals.

Impact: My creative leadership ensured the consistent delivery of a world-class brand experience for the Peachtree Road Race. The compelling annual branding and marketing efforts contributed to consistent sell-out participation rates, sustained high participant satisfaction scores, strong sponsor retention/acquisition, or significant media coverage highlighting the event's visual appeal, reinforcing its legendary status in the running community.