South Central Run Club — Brand Refresh & Visual Direction

South Central Run Club (SCRC) — Brand Refresh & Visual Direction

South Central Run Club is a growing community centered around running, wellness, and connection, creating visibility for the people, places, and establishments that make South Central what it is.

I worked to build on the momentum SCRC had already created and established an ownable visual presence. With run clubs continuing to grow across Los Angeles, the goal was to create a visual language that felt unmistakably SCRC while giving the club a foundation it could consistently build upon.

The visual direction draws from the energy, confidence, and strength of how South Central shows up in the community. Inspired by the cultural character of the neighborhood and the visual language of L.A. billboard culture, I explored a tension between polished corporate aesthetics and intentional visual disruption: corporate descending into chaos. The direction pays tribute to the way people make their presence known throughout the city, transforming familiar visual spaces into something personal, expressive, and distinctly their own.

I refreshed SCRC’s social media presence and established a visual foundation for recurring content and communications. I also developed conceptual out-of-home executions for Ovation Hollywood, exploring how the refreshed visual language could extend beyond social and create greater awareness for the run club.