Graphic Design
2026
TrailCon
TrailCon
A booth designed for the women shaping trail running's future.
CLIENT
rabbit
ROLE
Graphic Designer
TEAM
Anna Dulaney - Illustrator Bit Klecker - WRD Branding
CONTEXT
How do we tailor an experience for women trail runners?
TrailCon brought the trail running industry together for one of its biggest weekends, and most brands were going to show up with the same performance-first aesthetic the sport is known for.
We saw a different opportunity. Trail running has historically underserved women, and this was a chance to build a space that celebrated the women shaping the sport's future, bringing femininity into a space that's traditionally been masculine. Through our activations, design choices, and limited product line, we celebrated what makes women trail runners so inspiring: tough, resilient women running hundreds of miles through the mountains with glitter on their faces.
I led the creative development and project management of a limited-edition capsule, event collateral, digital marketing, and the booth experience, all in a one-month production window.
CONTEXT
How do we tailor an experience for women trail runners?
TrailCon brought the trail running industry together for one of its biggest weekends, and most brands were going to show up with the same performance-first aesthetic the sport is known for.
We saw a different opportunity. Trail running has historically underserved women, and this was a chance to build a space that celebrated the women shaping the sport's future, bringing femininity into a space that's traditionally been masculine. Through our activations, design choices, and limited product line, we celebrated what makes women trail runners so inspiring: tough, resilient women running hundreds of miles through the mountains with glitter on their faces.
I led the creative development and project management of a limited-edition capsule, event collateral, digital marketing, and the booth experience, all in a one-month production window.
CONTEXT
How do we tailor an experience for women trail runners?
TrailCon brought the trail running industry together for one of its biggest weekends, and most brands were going to show up with the same performance-first aesthetic the sport is known for.
We saw a different opportunity. Trail running has historically underserved women, and this was a chance to build a space that celebrated the women shaping the sport's future, bringing femininity into a space that's traditionally been masculine. Through our activations, design choices, and limited product line, we celebrated what makes women trail runners so inspiring: tough, resilient women running hundreds of miles through the mountains with glitter on their faces.
I led the creative development and project management of a limited-edition capsule, event collateral, digital marketing, and the booth experience, all in a one-month production window.
KEY DESIGN MOMENT 01
Holding the line on who this was for
The decision to lean into color, florals, and community was not exactly new to rabbit (known for their bold prints and focus on community). However, some team members worried this feminine direction would alienate men at the event and read as too far outside category norms.
I pushed back. The entire industry has been built around a default audience that isn't women, and that's exactly why women often feel like they're on the outside of it. A booth designed specifically for them wasn't a risk to manage, it was the point. Once that reasoning landed, the direction moved forward, and it became the foundation for everything else: fun, feminine floral graphics, a bold color palette, and activations (friendship bracelet making, journaling, custom lip gloss) built around connection.
KEY DESIGN MOMENT 01
Holding the line on who this was for
The decision to lean into color, florals, and community was not exactly new to rabbit (known for their bold prints and focus on community). However, some team members worried this feminine direction would alienate men at the event and read as too far outside category norms.
I pushed back. The entire industry has been built around a default audience that isn't women, and that's exactly why women often feel like they're on the outside of it. A booth designed specifically for them wasn't a risk to manage, it was the point. Once that reasoning landed, the direction moved forward, and it became the foundation for everything else: fun, feminine floral graphics, a bold color palette, and activations (friendship bracelet making, journaling, custom lip gloss) built around connection.
KEY DESIGN MOMENT 01
Holding the line on who this was for
The decision to lean into color, florals, and community was not exactly new to rabbit (known for their bold prints and focus on community). However, some team members worried this feminine direction would alienate men at the event and read as too far outside category norms.
I pushed back. The entire industry has been built around a default audience that isn't women, and that's exactly why women often feel like they're on the outside of it. A booth designed specifically for them wasn't a risk to manage, it was the point. Once that reasoning landed, the direction moved forward, and it became the foundation for everything else: fun, feminine floral graphics, a bold color palette, and activations (friendship bracelet making, journaling, custom lip gloss) built around connection.
THE OUTCOME
Showing up with a point of view
The capsule sold through the majority of the inventory during the event. The booth became one of the more recognizable spaces at TrailCon, a clear departure from the sea of performance-brand booths around it.
More than the sales, the project proved something about how rabbit could show up in spaces like this: that leaning into a specific point of view can create a stronger connection with an audience than trying to appeal to everyone. Women at the event had a space that was clearly built with them in mind, and that reception validated the direction we went with.
THE OUTCOME
Showing up with a point of view
The capsule sold through the majority of the inventory during the event. The booth became one of the more recognizable spaces at TrailCon, a clear departure from the sea of performance-brand booths around it.
More than the sales, the project proved something about how rabbit could show up in spaces like this: that leaning into a specific point of view can create a stronger connection with an audience than trying to appeal to everyone. Women at the event had a space that was clearly built with them in mind, and that reception validated the direction we went with.
THE OUTCOME
Showing up with a point of view
The capsule sold through the majority of the inventory during the event. The booth became one of the more recognizable spaces at TrailCon, a clear departure from the sea of performance-brand booths around it.
More than the sales, the project proved something about how rabbit could show up in spaces like this: that leaning into a specific point of view can create a stronger connection with an audience than trying to appeal to everyone. Women at the event had a space that was clearly built with them in mind, and that reception validated the direction we went with.
REFLECTIONS
How can we do more next year?
This was rabbit's first year at TrailCon, so a lot of the plan had to be built around unknowns: how much space we'd actually have, how attendees would respond, what would and wouldn't be possible on a one-month timeline. We made the calls we could with the information we had.
Now that we know what's actually possible, from turnout to how strongly the direction resonated, there's a real opportunity to go bigger and more impactful next time.
REFLECTIONS
How can we do more next year?
This was rabbit's first year at TrailCon, so a lot of the plan had to be built around unknowns: how much space we'd actually have, how attendees would respond, what would and wouldn't be possible on a one-month timeline. We made the calls we could with the information we had.
Now that we know what's actually possible, from turnout to how strongly the direction resonated, there's a real opportunity to go bigger and more impactful next time.
REFLECTIONS
How can we do more next year?
This was rabbit's first year at TrailCon, so a lot of the plan had to be built around unknowns: how much space we'd actually have, how attendees would respond, what would and wouldn't be possible on a one-month timeline. We made the calls we could with the information we had.
Now that we know what's actually possible, from turnout to how strongly the direction resonated, there's a real opportunity to go bigger and more impactful next time.