Twin Cities In Motion
Inspiring a community to move for more.
Context
Since 1982, Twin Cities in Motion has been the premier organization for running events in the cities, holding the Twin Cities Marathon and more. They came to Superhuman with a new vision to not only support runners, but improve our entire community through motion. They had tried to expand before, but experienced difficulty tying an expanded positioning to their actions and reputation.
Challenge
In a country where only 1% consider themselves regular runners, how can TCM evolve in a way that inspires all people to get involved in community movement?
Connection
We expanded TCM to include a place for everyone in their story, from first-time 5Kers to elite marathoners, volunteers to ambassadors, and the community at large. They now live as a purpose-driven brand that’s used their reason for being to guide how they operate today and evolve for the future.
After evolving the Twin Cities in Motion brand, we developed a new campaign for Marathon Weekend that visualizes the mix of people, locations and culture that make the event a vibrant experience like no other.
Communications Excellence Award
Received from RRCA the year following TCM’s rebrand.
+35%
Pacing in Spring event signups the year following the rebrand.
“This makes me even more proud to be a part of this organization.”
-TCM board member
“This work is just fantastic. Superhuman has been so comprehensive in their approach and so thoughtful in representing everything.”
-TCM board member
“The new strategy captures our essence. It’s really smart and really simple.”
-TCM board member
Superhuman has done terrific work. It feels modern. I love so much about this
-TCM board member
