The
Challenge
The Canada Beer Run incorporates two things Canadians love, running and beer! Their rapidly growing operations lead them to include 2 new cities, and hundreds of new runners. The time was right for fresh advertising material and a simplified online experience, which was done through a thorough brand analysis to create a fun and welcoming experience for new and experienced runners alike.
My
Approach
The Canada Beer Run had clear goals in mind: increase sign-ups, create interest in new cities, introduce a better online experience, and add new material to their Shopify store. To achieve these goals, a thorough analysis of their old website was done, pinpointing the specific areas of improvement to ease the sign-up process and organize their content. New taglines were defined to help with branding material, while representing their values of fun, and energy! Finally, posters were designed to be installed in selected breweries, run-clubs, and high-traffic areas.
The
Poster design
It was clear that the poster needed to grab pedestrian attention, convey the Run’s values of fun, excitement and intensity, while clearly explaining the product’s offering: running and drinking beer. To overcome these challenges the catchy tagline “Blood, Sweat and Beers” was designed in bold yellow letters contrasting a dark grey background. Beers “cheers-ing” in the middle were intertwined with the wording to bring importance to the fun aspect of the run and creating a thirst feeling. The posters needed to be modifiable to be repurposed for different cities as well.
Website
UI/UX Updates
With a limited part of their budget dedicated to their website, it was imperative to update specific components with high ROI. These changes also included development time, which had to be accounted for every design change.
Restructured Navigation
Menu reorganized by cities, and a clear call-to-action to the Swag Shop (Online store).
Impact area focused on email marketing
Added a email capture field in the impact area to create a direct pipeline to potential customers.
Stylized track maps
Running track maps stylized to clearly demonstrate beginning and end destinations, alongside brewery stops.
Improved UX/UI on city pages
Clearly demonstrate the important information at the top of the page: start time, brewery stops, start time.Sign-up button added at the top for users to quickly link to the application.Pricing clearly highlighted.Content tabs for easy and fast navigation.
T-shirt
Design
To help increase sales on the website, custom shirt designs were created for each city. The shirts would also act as vehicles to help spread the brand.
The
Results
After the website updates and brand refresh, the Canada Beer Run received an unprecedented amount of sign-ups and apparel sales. This lead to tremendous growth throughout Canada by adding new cities the year after. Now, the Canada Beer Run is present in all major Canadian cities coast to coast.