Overview
Jose came from Cancun, where he'd run a club called Cancun Run Club, and wanted to bring that same energy to San Jose under his own club. He launched it as Tech Bros Run Club, in a community he wasn't familiar with and that already had an established, crowded run culture. The first event drew zero attendees, including a strength training session Peter, owner of Madabolic Gym, had brought to promote his own gym. With no one there to run it for, we used the time instead to brainstorm a pivot. SRS, Strength. Run. Social., was the result, and it doubled as a shortened play on "SeRiouS." We left that meeting saying "let's get SRS." I came on to build the brand identity from the ground up, with a primary focus on logo design.
Year
2025
Client
SRS
Website
Problem
Tech Bros Run Club wasn't resonating with anyone. Jose had brought real experience running Cancun Run Club, but the name and framing didn't translate to San Jose, a community he wasn't familiar with and one that already had an established, crowded run culture. Peter had a real network through Madabolic to tap into, but nobody was going to walk through the door for a club called Tech Bros. The problem wasn't the running, it was that nothing about the brand gave people a reason to show up.
Outcome
That empty first event became the turning point. Out of the brainstorm came SRS, Strength. Run. Social., a name with staying power and a built-in double meaning that made it easy to fall in love with. I built the brand identity from the ground up, primarily focused on logo design, giving the club a visual foundation that actually matched what Jose and Peter were trying to build. What started as a failed launch became the club it was always meant to be.