presents

JDL Fast Track & Camel City Elite
Branding & Social

JDL Fast Track is, without a doubt, the premiere indoor track and field facility in the Southeast. Their company branding was good, but they were in great need of secondary marks. And when it came to their signature event, The Camel City Elite, they were in need of a new logo and a fresh approach to marketing their event. To bring everything together into a cohesive whole, we expanded the brand identity of both JDL Fast Track and Camel City Elite by taking what was working and giving it a clean, modern look, and capped everything off with a high-performing social push for the 2019 Camel City Elite Races that directed people to an interesting and informative landing page.

secondary marks for JDL fast Track

JDL Fast Track was happy with their currently logo, but they didn’t have much in the way of secondary marks. We wanted to create marks that put the facility’s elite status as a top indoor track and field facility on display. Essentially, we delivered a variety of ways JDL Fast Track could represent itself, depending on the event at hand, the audience in attendance, or the tone needed.

logos for camel city elite races

The Camel City Elite is one of the biggest track and field events in the Southeast. The existing logo was a bit dated in its look, and it didn’t have much visual appeal. That said, JDL Fast Track did want to stick with their photorealistic camel, and that made sense to us, as it wasn’t that old, and it had a lot of brand equity built in. We paired the camel with a completely custom typeface to make it more visually appealing and give it an air of exclusivity. The typeface is bold and chunky, uniquely contrasting with the more painterly feel of the camel.

Camel city elite social push

This was JDL Fast Track’s first foray into paid social advertising, and they wanted to go easy as they explored it and got a feel for what it could do. With a single buy on each of the big three social channels, we focused on the types of high-caliber athletes people would have the chance to see, and we delivered strong results. Facebook’s engagement rate was 6.44%, an incredible feat considering the average engagement rate is 0.17%. And while Twitter is not known for its ability to drive website traffic (just 0.05% on average), we earned an engagement rate of 2.3% with more than 28,000 impressions.

camel city elite landing page

Once we had their attention with our social ads (as well as JDL Fast Track’s own organic posts), we needed a place where interested people could find out all they needed to know about the race itself, the big-name runners competing, as well as information about everything surrounding the event. To that end, we created a simple landing page that works well in all devices, stoking interest while informing. And for those who made it out to the race that day, they got to see two world record broken!