Kilometre
Identity and launch campaign for a Stockholm running club that meets at six in the morning, whatever the weather.
Type
Running club
Services
Identity, Campaign
Year
2026
Overview
Kilometre started as six friends running before work. Three years later it has four hundred members across Stockholm, and it needed an identity that works on a race bib, a flag and a phone screen at 5:55 in the morning.
Approach
Everything is built from the kilometre marker: a tall, condensed numeral that counts up through every run. We shot the campaign on the club’s own routes with slow shutter speeds, so the city smears past and the runners carry the frame.
Outcome
Membership doubled in the first season. The marker numerals now sit on bibs, club kit and the route signs along Norr Mälarstrand.
More work
