Building Community Through Collectibles
SERVICES
Graphic Design / Production
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As rabbit expanded its presence in trail running, we looked for new ways to create lasting connections with runners beyond race day. I proposed a finisher pin program that transformed each partnered race into a collectible experience, giving participants a tangible reminder of their accomplishment while reinforcing rabbit's growing presence within the trail community.
I led the design of 50+ unique soft enamel pins (one for each race) along with the packaging and supporting assets that carried the experience from the finish line to participants' mailboxes. Working closely with vendors, I managed production to ensure every collection was ready in time for race season while maintaining a consistent visual identity across dozens of events.
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The pins quickly became more than event giveaways, they became keepsakes. Runners sought them out after crossing the finish line, often returning to our booth to share stories about their race before collecting their pin. Watching those interactions unfold reinforced how thoughtful design can create moments of recognition, conversation, and community.
One moment, in particular, stayed with me. A runner who had missed the cutoff at a 50-mile race the year before returned, finished within the time limit, and became emotional while accepting his pin. For him, it represented perseverance, growth, and a goal finally realized.
The program was met with overwhelming enthusiasm, with several events exhausting their pin inventory before the weekend was over. What began as a small collectible became an enduring part of rabbit's trail experience, strengthening brand affinity while celebrating the people at the heart of the sport.
PARTICIPANT EXPERIENCE
One of the most rewarding parts of this project was seeing the impact of the finisher pin program firsthand. I had the opportunity to work several events where the program had just launched, helping introduce it to runners as they completed their races. It was especially meaningful to share the story behind the pins and see participants return to our booth post-race to proudly collect theirs.
Many took the time to share their race experiences with us; one runner stood out in particular. He had missed the cutoff time for a 50-miler the previous year but crossed the finish line in time this year. He became emotional when receiving his pin, telling us how much it symbolized for him.
We even ran out of pins at that event which is a reflection of both the enthusiasm from participants and the success of our on-site marketing efforts. (No worries—they're being mailed to the remaining finishers!)