BolderBoulder is one of the largest road races in the world, drawing 55,000 runners and over 100,000 attendees every Memorial Day in Boulder, CO. Part race, part music festival, part civic celebration. It's an event with a personality as big as its attendance numbers, and the design had to match.

As their lead designer, I owned the full creative output year over year: social media, email campaigns, race signage, merchandise, web design, app design, and annual race theming. Each year brought a fresh creative direction while maintaining the brand's core energy, which required strategic thinking and a high volume of production-ready work on a tight seasonal schedule.

The challenge was scale and range. A single season touched everything from small-format social graphics to large-format course signage to apparel worn by tens of thousands of people. The result was a flexible visual identity system bold enough to stand out and consistent enough to build real brand recognition over time.