THE BRIEF

Track + Play is an annual community sports day co-founded through a collaboration between Bully The Roads, the running collective I founded, and Rise and Rally, a social badminton group. The brief was to build a visual identity from scratch for an event rooted in a simple idea: giving adults the chance to relive the energy and magic of school sports day, in a welcoming, genuinely competitive environment.


THE APPROACH

The identity centres on a logo developed across multiple iterations, arriving at Track + Play in both longform and shortform versions. The + is deliberately layered — it positions Track as an interchangeable variable, allowing the brand to flex into new territories: Football + Play, Cook + Play, and beyond. A strategic decision built into the logo from day one, keeping the identity cohesive while leaving room to grow.



THE EXECUTION

The logo animation was designed to convey energy, momentum, and competitive spirit. Print extended the identity into the physical event space: banners, staff lanyards, and play cards. Each piece balanced the comedic charm of adults doing a sports day with the genuine competition at its core.

To announce the launch, I animated a visual teaser and did the voiceover, collaborating with Jude Amponsah on sound design to capture the mood of the brand. Promotional social content built awareness and established a visual narrative ahead of the event. A team photoshoot rounded it out, generating excitement and a little friendly rivalry before the big day. Alongside the event assets, I built the Track + Play website, extending the identity into a digital home for the brand.


THE IMPACT

A brand built to last beyond a single event, with the strategic flexibility to expand into new formats and audiences as Track + Play grows.

Credits: Temi Ajlore, Jude Amponsah, Kente Club, Kelvin Atiasé, Emma Hardy