Project Overview
Objective: Design a commemorative t-shirt for members of Uplift (TCCC’s on-site fitness center) participating in the 2023 / 2024 Peachtree Road Race as part of the Coca-Cola team, capturing team spirit and race-day energy in a bold, cohesive, brand-aligned design.
Approach: Developed a concept rooted in movement, pace, and Atlanta’s race-day culture to translate the energy of the Peachtree Road Race into a bold, wearable graphic system. Explored how typography and simplified forms could work together to communicate speed and celebration at a glance, while remaining legible in motion and at distance. Iterated on multiple composition directions to balance hierarchy, negative space, and visual impact across apparel. The final direction integrated Coca-Cola brand elements in a flexible way, allowing for recognition while still prioritizing a distinct team identity for race day.
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Uplift Fitness Studios, The Coca-Cola Company
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Year: 2023
Duration: 3 Weeks
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Audience: Coca-Cola employees participating in the 2023 / 2024 Peachtree Road Race through Uplift Fitness Center.
Constraints: Worked within Coca-Cola brand standards to develop a race-specific apparel design that balanced production constraints, fabric legibility, scalability across sizes, and visibility in motion, while feeling authentic to Atlanta’s race-day culture and unifying sponsor and team identity.
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Visual System: Developed a movement-driven graphic system inspired by the energy of Atlanta’s Peachtree Road Race, using dynamic composition and simplified forms to express speed, momentum, and celebration.
Typography & Hierarchy: Established a clear typographic hierarchy that balanced expressive race-inspired type with structured composition for strong legibility across apparel applications.
Brand Integration & Execution: Incorporated Coca-Cola brand elements into a custom race-day system for the Uplift Fitness Center team, balancing brand recognition with a unique, event-specific expression while accounting for production constraints and visibility in motion.
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Adobe Illustrator
Adobe Photoshop
