We were asked to set the creative direction for the Urban Photo Race. It started by taking a closer look at the definition of the words: urban, photo and race. The three words are all very powerful and recognisable on their own, and as a combination they communicate very clearly what the race is about. It is the starting point of the dynamic identity system.
Then we focused on celebrating the UPR community by including particants’ photographs within all visual communications. This meant I was able to showcase their photos publicly, creating a sort of street exhibition.