Run for Inclusion.
One finish line. Every pace.
A refreshed visual identity and integrated campaign system for Milan's Run for Inclusion, bringing people, brands and communities together through sport.
Creative Direction · Art Direction · Brand Experience
Making inclusion
more than a message.
Run for Inclusion was never meant to be just another running event.
It was designed to bring people together, celebrate differences and turn inclusion into something everyone could experience.
The challenge was to give that ambition a recognisable creative identity, one that could connect everything from social content and sponsorship campaigns to a real-life event in the heart of Milan.
Different people.
Same starting line.
Not everyone runs at the same speed. And that's exactly the point.
Run for Inclusion celebrates the idea that participation matters more than performance. Different ages, backgrounds, abilities and stories, all moving towards a shared finish line.
Because there's room for every pace.
One identity.
Every touchpoint.
Working with Uniting's internal team, I developed a refreshed visual direction designed to be bold, flexible and instantly recognisable.
From campaign graphics and social content to sponsorship materials, wayfinding and event signage, every element had to feel part of the same world.
A visual system built to move from screen to street without losing its character.
An idea
you could actually step into.
The identity didn't stop at the screen.
It extended across Milan's Arco della Pace, connecting the running route, event village, partner spaces and on-site experiences into one recognisable environment.
The campaign also supported a wider programme of community engagement, brand partnerships and activities designed to make inclusion something people could take part in, not just read about.
From the first idea
to the final detail.
I worked alongside Uniting's internal team across creative direction, art direction and campaign development.
My role included shaping the refreshed visual identity, directing its application across digital and physical touchpoints, contributing to the social strategy and developing concepts for brand activations and sponsorship communication.
AI-assisted production helped scale the creative system across a wide range of assets and formats while keeping the work consistent.
A city
moving together.
More than a running event, Run for Inclusion became a shared experience that brought thousands of people, brands and communities together.
From the streets of Milan to social media and national press coverage, the campaign turned a message of inclusion into something people could actually be part of.
- Registrations
- 6,000+
- Weekend attendees
- 15,000+
- Press features
- 270+
- Impressions
- 4M
- Reach
- 3M
- Total interactions
- 6.5K
Source: Uniting — Run for Inclusion 2024 final report.
- Client:
- Uniting - part of Be Closer
- Project:
- Run For Inclusion 2024
- Type:
- Integrated Campaign / Brand Experience
- My Role:
- Creative Direction, Art Direction, Campaign Development
- Scope:
- Visual Identity, Social, Sponsorship Communication, Event Signage, Brand Activations
- Status:
- Delivered