B Safal Marathon

Scope

Event Identity

Collaterals

Logo variants

Illustrations

About

Year: 2024

When Ahmedabad’s biggest marathon turned nine, it needed an identity that could match its scale, spirit, and story. We brought together the city’s textile heritage, the raw energy of running, and the emotional high of crossing the finish line, weaving them into a visual language that made the 9th Edition of the Bsafal Marathon unforgettable.

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The Challenge

The Bsafal Marathon Amdavad is more than a race. It’s the city’s largest mass-participation sporting event, a celebration of resilience, and a gathering of thousands of runners from across the country. For its 9th edition, the organizers wanted an identity system that would go beyond functional signage and social posts, something that could turn the marathon into a cultural event in its own right.
Our task was clear: create an event identity design that would:

Root the marathon in Ahmedabad’s heritage
Capture the energy and movement of the sport
Inspire participation and pride.

The Idea

We anchored the concept in the line: Run. Persevere. Inspire.
Running a marathon is more than an athletic challenge: it’s a living metaphor for persistence, self-discovery, and connection. Some strides are bold and high-energy, others are slow and steady. Every mile is a personal story, a tribute, a celebration, a reflection.We turned to Ikat, one of India’s oldest textile arts, for our visual language. Known for its signature blurred patterns, Ikat offered the perfect metaphor: just as the dyed threads blur into woven fabric, the marathon’s moments blur into an experience- fast, imperfect, yet profoundly beautiful.

The Design Process

Abstracting Ikat: We studied traditional ikat motifs, extracting their blurred edges and rhythmic patterns, then reimagined them as a running man silhouette and motion-blur graphics.
‍Color Palette: Bold, high-contrast tones inspired by BSafal marathon's previous editions and in synergy with Gujarat’s textiles: fiery orange, magenta: to create visibility, vibrancy, and emotional impact.
‍Dynamic Patterns: Ikat stripes reinterpreted as sound waves, tying in with the the feeling of running a marathon, and running parallels with energy of EDM music.
‍Logo & Lockups: The hero were the three human running forms with motion-blur patterns, making this edition instantly recognizable across bibs, medals, merchandise, and media.

The Rollout

Our branding stretched across every runner touchpoint:

Event Collaterals: Bibs, medals, t-shirts, wayfinding, start/finish arches, and volunteer jerseys.
‍Digital Identity: Social media campaigns, countdown posts, result announcements, and animated stickers.
‍Motion Graphics: A weaving-to-blur logo reveal animation used on big screens and online.
‍On-ground Experience: Branded installations and backdrops for media coverage and participant selfies.

The Outcome

Participation: Over 5,000 runners across multiple race categories.
Media Coverage: Featured prominently in Ahmedabad Mirror and local TV; recognized for giving the marathon a fresh, culturally resonant personality.
Community Impact: Runners embraced the visuals, posting hundreds of photos with the new backdrops and apparel.
Sustainability Highlight: 1,200+ kg of event waste managed with zero sent to landfill, amplifying the theme of resilience and responsibility.

The 9th Edition didn’t just happen: it lived, breathed, and moved as one bold, connected, and alive experience. And its identity made sure nobody missed it.

Team

Creative direction: Abhishek Durani
Graphic design: Jayanth Rao, Anshul Gupta
Copywriting: Kashish Choudhary
Photography: Instagram, BSafal Team

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