West Chester-based 20/10 Solutions, a full-service marketing agency, has helped a locally based nonprofit with a national profile to redefine its brand promise and communicate its brand story in commemoration of its 10th anniversary.

Healthy Kids Running Series (HKRS), founded by Jeff Long in 2009 and based in Thornton, provides a fun, inclusive, five-week Running Series for ages 2-14 that is designed to get kids active, build self-esteem, and lay the foundation for a healthy lifestyle. Having launched in West Chester, HKRS now features more than 250 races across North America that attract more than 60,000 participants.

To celebrate its 10th anniversary, HKRS enlisted the services of 20/10 to create a refreshed visual identity while maintaining the authenticity of the original logo.

“To depict the inclusive nature of the Series, we changed the illustration of the child to a silhouette and included a second, female runner,” said Joe Warner, the CEO and Creative Director of 20/10. “The pairing of the two figures illustrates an important value of the Series – that running is more fun together.

“Additionally, to symbolize growth and the forward momentum, we flipped the orientation of the children from facing left to facing right. Lastly, to illustrate the joy of running outside, we wrapped shoelaces around the perimeter of the logo and added a grass horizon. Each creative decision was meaningful and purposeful, and the new identity embodies the values that have made Healthy Kids a nationwide success.

“The website was redesigned to reflect the energy of the brand — fun, bright, and motivating,” said Warner. “It now includes a map feature that makes it easy for parents to find a race near them and to visualize the impact that this innovative program has made across the country.”

The vibrant colors, real photography, and parent-friendly tips were selected to inspire and motivate parents to find a race or start a race in their hometown, according to Long.

“Healthy Kids Running Series is designed to get kids active and lay the foundation for a healthy lifestyle,” Long said. “The most rewarding part is seeing young boys and girls and their families gather each week to compete and achieve their goals and celebrate with their friends. We are thrilled to be celebrating our 10th anniversary.”

[uam_ad id=”80503″]

.

[uam_ad id=”80502″]