Overview
For my Senior Project, I rebranded “Runnin’ 4 Sweets” with a warm, sweet, and family-friendly theme to emphasize its fun, nostalgic identity and better connect with local families. To enhance community engagement, I created a 5K event plan that ties fitness with the shop’s sweet treats, including a mapped race route, timeline, budget, and pop-up vendors at the finish line. I also developed a social media plan to promote the business, increase brand awareness, and engage with the local community. This project highlights how strategic branding, event planning, and social media can build stronger customer relationships and position “Runnin’ 4 Sweets” as a hub for both active and sweet-loving community members.
Creative Process
Runnin’ 4 Sweets was founded by two avid runners who developed a passion for the sweet shop industry. However, their current branding wasn’t connecting with the public and felt more bland than the fun, vibrant experience they wanted to convey. When I first began redesigning their brand, I focused on the sporty side, inspired by their running background. But after some reflection, I realized that as a sweet shop, the brand needed to capture the fun, inviting atmosphere customers would expect. I shifted direction to create a sunny, bright identity that made Runnin’ 4 Sweets feel like the go-to spot for treats, easily recognizable both online and in-person. While the sporty element was toned down in the visual design, it naturally transitioned into the next phase of the project—where I focused on creating an event plan and execution strategy that tied the shop’s running roots with the community’s love for sweet treats.
Event Planning & Execution
The 5K event plan includes thorough research on the target audience, a timeline of competing running events, as well as necessary permits and regulations. I also created a detailed map for the 5K route, along with plans for sponsors, staffing, and volunteer placement, as well as the event budget and marketing strategies. The timeline for execution spans from three months before the event through to a post-event debrief. For the 5K route, I used “Map My Run” to design a course that starts at Porter Park, loops to Eagle Park, and returns to Porter Park, utilizing public walking and running paths accessible to the community. I made sure to avoid overlapping with competing city events, ensuring the event stands out and aligns with the community’s interests. I also created a persona for Runnin’ 4 Sweets to envision while designing the route and event experience. As a volunteer in other events, I wanted to make sure there was a clear plan for those who signed up to volunteer. Additionally, I worked to entice sponsors by emphasizing the community-centered nature of the event, rather than just focusing on promotion. Rexburg is known for its strong sense of community, and I wanted this event to reflect that while also offering incentives for those who contribute.
Challenges Faced
One of the challenges I faced during this project was figuring out where to start, both with the branding and the 5K planning. Since Runnin’ 4 Sweets didn’t have a strong brand foundation, it was overwhelming to find the right direction. I spent hours building a brand that reflected their sporty side, but after getting a second perspective, I realized it needed to shift toward a warmer, more family-friendly tone. At the same time, planning the 5K was unfamiliar territory for me, as I’ve never run a 5K myself. I wasn’t sure where to begin or if there was a good route in Rexburg. I spent a lot of time researching, feeling like I was running in circles. Eventually, through persistence and trial, I was able to combine Google Maps with “Map My Run” to create a route that would work for the event. With both the branding and the 5K, the key was putting in the effort, getting feedback, and adapting as I went.