Digital Strategy for Andali Events & Runningmonk Trail Events

Introduction

At the start of 2026, Andali Events and Runningmonk Trail Events held a competition to design a logo for the Wild Shropshire Ultra Series. As we love ultra running and design, we thought we'd submit an entry! Haven't seen or heard anything more as we approach the end of April, so it's definitely worth showcasing here as we were rally proud of it!

The series combines three demanding ultra-distance events across Shropshire’s landscape. Each race challenges runners physically and mentally across varying terrain and distances. Our goal was to create a cohesive brand that unified the events under one recognisable identity. The design also needed to translate seamlessly into medals, merchandise, and promotional materials. This project focused on storytelling through symbolism, strategic design thinking and practical implementation across physical and digital formats.

Understanding the Brief

The design challenge centred on creating a “series identity,” not a single event logo. Three races needed to feel connected while maintaining individual significance.

Key requirements included:

• A strong sense of place rooted in Shropshire.
• A premium feel reflecting the scale of the challenge.
• Flexibility across print, digital and physical applications.
• Compatibility with future medal designs.

The identity had to resonate with experienced ultra runners while remaining accessible to newcomers.

Concept Development

We approached the logo as a badge or seal of achievement rather than a traditional event mark.
Circular geometry was selected to echo medals, crests and endurance symbols. The design incorporates layered storytelling through subtle visual references:

• A leaping deer representing endurance, awareness, and efficient movement across terrain.
• A stylised red kite symbolising energy conservation, perspective, and mastery through experience.
• The Iron Bridge and rolling Shropshire Hills grounding the identity geographically.

Each element serves a purpose. Nothing was included purely for decoration.

Animology and Endurance Symbolism

Animal symbolism was chosen to reflect the realities of ultra running. The deer represents quiet strength and efficient movement over long distances. Ultra runners succeed through pacing, awareness, and resilience rather than speed alone. The red kite reflects mastery through minimal effort. It glides rather than forces movement, mirroring experienced endurance athletes. Together, these symbols represent the balance between physical endurance and mental perspective required to complete ultras.

Colour Strategy and Regional Identity

Two complementary colour approaches were developed to support different applications. A gold-toned version communicates prestige and reinforces the “gold standard” positioning of the series.
This variation works naturally for medals and premium assets. A secondary colourway incorporates the Shropshire flag palette. This strengthens regional identity while improving visibility for promotional use. Both versions maintain identical structure to ensure brand consistency across all materials.

Designing with Purpose: Logo to Medal

The logo was intentionally designed to evolve into a three-dimensional medal. Layered shapes and strong silhouettes translate naturally into contoured metal finishes. This ensures continuity between branding and the physical reward runners receive. By designing the identity with manufacturing in mind, we avoided retrofitting later stages of production. The result is a unified experience from marketing through to the finish line.

Outcomes and Impact

The final identity positions the Wild Shropshire Ultra Series as a premium endurance challenge. The brand communicates place, prestige, and progression through thoughtful design decisions.
It functions equally well across digital media, apparel, signage and medal design. Most importantly, the logo reinforces emotional connection for participants. Completing the series becomes a visual story runners can carry beyond race day.

Conclusion

This project demonstrates our approach to strategic branding. We combine storytelling, practical design thinking, and technical foresight to create identities with longevity. The Wild Shropshire Ultra Series logo stands as both a visual brand and a symbol of achievement.