Case Study: Brian Malak unifies relay races into a cohesive series with SLANT

Brian Malak unifies three states of relay races with SLANT

The customer, race director Brian Malak, approached vendor SLANT with the challenge of convincing runners who completed his 200-mile relay race in one state to travel to two additional states to repeat the event. He needed a way to unify and market three separate relay races operated independently.

SLANT developed an all-encompassing brand strategy to unify the events into a cohesive series. This included naming, a new brand identity, and advertising. The modern identity provided an incentive for runners to become 'streakers' by completing a relay in all three states. The solution successfully created a unified and marketable series.

Brian Malak