Trčaona school of running

For five years, the first Croatian school of recreational running had worked with Adidas as the name sponsor. With over 4,000 participants and a number of organised races under its belt, the school established itself as the largest recreational running association in the region, turning couch potatoes into marathon runners. Recreational running clubs from neighbouring countries were founded based on its know-how and programme concept.

Once the name sponsor decided to exit the project formerly known as Adidas School of Running, an opportunity emerged for the association to brand itself independently. And that's where Filburg was invited to step in.

The client's main concern was to be able to substitute the credibility of the corporate name and visual identity with an equally strong and persuasive communication that would reflect a well-thought-out approach to running education, team spirit of each group, and good, enthusiastic trainers.

The essence of the school's effort is relaxed running without focusing heavily on quantifiable results. After a careful analysis of the market situation, this came out as the main differentiator from other schools, and so the newly invented name became the playful combination of the word running (trčati) and classroom (učiona), hence Trčaona. The new name was accompanied by a fresh logo that evokes running in a group and works particularly well in digital media.

The main purpose of this campaign was to introduce the new name and visual identity as well as to communicate the start of a new season and invite people to enrol.