Project

Run the Wharf

An evolving identity for Run the Wharf, bringing Canary Wharf's closed-road night race to life working alongside headline partner Lululemon in 2025 and On Running for the 2026 edition.

Brand
Digital
Print & Physical

Overview

Run the Wharf was created to position Canary Wharf’s closed-road night race as more than a traditional running event, a bold, design-led urban experience built around movement, culture and atmosphere. Inspired by the rhythm and architecture of the Wharf, we developed a flexible identity designed to carry from the campaign launch to signage, social content and the race-day experience. The result is a confident and distinctive brand that gives Run the Wharf its own recognisable place within London’s running culture.

The design

Dynamic framing, bold typography and high-contrast imagery capture the energy and intensity of running through the city at night. Designed with flexibility in mind, the visual language was built to perform seamlessly across digital campaigns, signage, merchandise and event collateral while maintaining a strong and consistent presence throughout. We also defined how the identity moves, allowing it to extend naturally into animation and the live event.

The impact

Run the Wharf launched with a bold visual identity that immediately differentiated the event from more traditional race branding and helped establish it as a modern, culturally driven running experience. The result feels consistent at every stage of the participant journey and gives the event a strong foundation for future growth and wider recognition.

Explore the work by year

For the 2026 edition with On Running, the identity extends across motion-led campaign creative, paid advertising, participant materials, event mapping and the race-day environment.

Runners passing the On Running Friday Night Lights event village in Canary Wharf

On Running Friday Night Lights race bib featuring the Run the Wharf identity

On Running Run the Wharf event village and race route map