Sportmarathon: Movement Among Equals

This project is a rebranding of Sport-Marafon, an expert sports retail store based in Moscow, aimed at improving brand consistency, strengthening visual coherence, and increasing overall recognition across all touchpoints.

The project began with a market and competitor analysis, which revealed that the brand’s core value is not limited to selling outdoor equipment. Instead, it lies in creating a “community of equals” — a space where people are connected through shared experience, knowledge, and trust built in real conditions. This insight became the foundation of the concept, shifting the focus from product-centered communication to a sense of belonging and identity.

The visual system is built around simple, bold pictograms representing different outdoor activities such as trekking, climbing, water, and forest exploration. These forms are designed to be readable and universal, allowing them to scale across a wide range of media. Alongside this, a coordinate-based graphic language is introduced, referencing routes, navigation, and movement. It acts as a structural layer of the identity and reflects the idea of a personal journey within the community.

The color strategy is based on a dark foundation combined with a bright green accent that works as a unifying signal and increases visibility. At the same time, the identity is flexible and works effectively with full-color photography, allowing for more expressive communication without losing consistency.

The typography is clean, strict, and functional, reinforcing a sense of expertise and reliability. Overall, the system is designed to be scalable and adaptable, creating a cohesive and recognizable brand across packaging, navigation, merchandise, digital platforms, and physical space.