MARATHON MÜNCHEN by Brooks
Winner
Excellent Brands
Brand Innovation of the Year
Details
As part of the rebranding, the traditional Munich Marathon was realigned and repositioned as MARATHON MÜNCHEN by Brooks. The strategic renaming strengthens the city’s identity. A new visual system, a user-experience-first communication architecture and a contemporary corporate design were developed. All touchpoints – from the website and out-of-home to digital and print communications as well as the customer journey – were redesigned to maximise relevance, emotional appeal and overall experience quality. The relaunch firmly anchors the new brand values: urban, open and community-driven.
The Jury‘s Statement
By repositioning the Munich Marathon as the brand "MARATHON MÜNCHEN by Brooks", the event gains clearer urban anchoring and a more precisely defined profile. The renaming, the new visual system and a communication architecture developed from the user perspective renew the brand not selectively, but across all touchpoints. Website, out of home, print and the digital customer journey together create a coherent brand experience that translates urbanity, openness and community into a contemporary form.
