Atom’s brand identity design helps transform a local charity race into a global movement
Challenge
Run for Life is an annual event organized by the Center for Suicide Prevention (CSP), a Calgary-based organization affiliated with the Canadian Mental Health Association. Initially launched as a small in-person run, the event grew to include both virtual and in-person elements, evolving into a hybrid model that attracts participants from all across the world.
CSP brought on long-time partner Atom to help address three critical brand identity challenges:
1) Create a distinct identity. Run for Life needed a remarkable and memorable brand identity that also aligned with CSP’s core visual identity.
2) Balance conflicting emotions. The event sought to balance the commemoration of suicide loss with a hopeful, uplifting feel. The brand identity needed to do the same.
3) Appeal to hybrid audiences. The brand identity needed to feel cohesive and engaging for participants attending both virtually in Calgary and in-person around the world.
Atom’s brand identity work helped transform Run for Life into a cohesive, emotionally resonant experience that balanced sensitivity with hope. The new logo, a heart symbol evoking movement and healing, captured the essence of the event’s purpose: creating space for both commemoration and positivity. This design, paired with a playful yet respectful retro-inspired font and color palette, unified all touchpoints – from signage and race kits to promotional materials.
The brand identity was a major contributor to the event’s record-breaking results. Run for Life raised over $215,000 – more than double its initial fundraising goal of $100,000. The branded swag, such as socks and T-shirts, became highly sought-after items. By embedding the visual identity into every aspect of the event, Atom helped establish Run for Life as a movement that inspires healing, awareness, and action on suicide prevention for participants across the world.
The team at Atom did transformative work for us on Run for Life. Having worked with them for over a decade, we know they always deliver thoughtful, impactful designs. Their work was sensitive, on-brand and resonated with participants worldwide, creating a sense of community, even in a hybrid event. Thanks to their efforts, we more than doubled our fundraising goal.
Hilary Sirman Chief Donor Relations Officer, Canadian Mental Health Association, Alberta Division and Centre for Suicide Prevention
Brand personality
Logo
Colours
Typography
Race kit
The race kit was packed with vibrant swag emblazoned with the Run for Life logo – including custom socks, a race bib, and exclusive event goodies. The materials drew widespread praise and inspired pride in the runners using them during the event.
Signage
The event signage was built around uplifting and dynamic visuals, blending the curves of a life’s journey with practical wayfinding to create an inspired race experience.
Swag
The signature T-shirt and socks featured the new Run for Life logo. Its retro-inspired 70s aesthetic added a whimsical yet respectful tone. The curves in the logo symbolize the ups and downs of life, reflecting the emotional and physical journeys participants take during the event.
At the event
Team
Art direction: James Jensen Design: Iyla So Project management: Véronique Verreault
Illustration: Tallulah Fontaine, Iyla So
Photography: Greg Axani
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