Description:

In Aotearoa, 72% of suicides are male. It’s a staggering statistic and the spark behind Run72, a 72-hour community running event created to raise money for free student counselling.

With support services under strain and stigma still silencing too many, Run72 needed more than just a logo. It needed a brand with urgency, hope and human connection. Something that could break through, build momentum and help save lives.

The idea was a simple truth: running mirrors the mental health journey. Sometimes it’s fast and free. Other times it’s tough, slow and lonely. That emotional truth became the foundation of the brand. Run72 honours the struggle and celebrates the effort, speaking directly to those behind each lap, and the people they’re running for.

Visually, the lap-based nature of the event became our language. The running track shape drove recognition and movement, while a bold racing yellow and linear typeface delivered impact and pace. Photography focused on real faces and raw emotion, giving visibility to the humanity behind the issue.

We designed a full system that could move with the event. Fast, flexible and human. From social content and signage to posters and branded gear, everything worked together to fuel energy on the ground and across digital platforms.

This is a brand built to drive social change. Since partnering with student-led organisation Lads Without Labels, the impact has been profound. In 2023, Run72 more than doubled the number of laps run and tripled its fundraising efforts, raising over $37,000. In 2024, the event went even further, raising $72,370, enough to provide 480 counselling sessions at the University of Canterbury, support future events and wider mental health initiatives across Aotearoa.