The Clubhouse series had to launch across email, social, and partner channels, and each race has its own audience and energy. Chamonix is an intense ultra-marathon trail race, while Chicago and NYC are urban marathons.

I took inspiration from passport stamps, a familiar symbol of travel and adventure, and built a master badge with a unique version for each city, so cities can be added or removed in future years. I utilized Roboto, a rarely used font from rabbit's library, to give a traditional stamp a modern edge, and the badge became the anchor that let everything else flex underneath it. Our hospitality partner loved it so much they wanted one for themselves.

After Chamonix, the series had clear brand rules. For Chicago and New York, I moved to contract work, so deliverables were shared across several designers, and rabbit was revamping its brand fonts and guidelines at the same time. I noticed that the type and colors were starting to drift, so I wrote a master file with rules for fonts, colors, and badge use for both cities and remade several of my own assets to match, so the series reads as one again.

Staying close to production. Some elements of my brief did not land as intended at the Chamonix install, and a few did not make it in at all. I reviewed proofs briefly once or twice and saw the full result only in the photos afterward. Looking back, I should have asked for a more active role in production, such as a seat in check-ins and a written checklist of every element in the brief. Next time I will build that into the plan from the start, so I can help everyone keep the details on brief.

A system needs documentation and an owner. The Chamonix rules lived in my head and a few files, which worked while I held the pen. Once work was shared and guidelines shifted, they were not enough. Next time I would write the master file before the second city begins.