Our strategy helped lead to a record 5,149 registrations for the 2025 race.
The Brand Continues to Evolve
For more details read the complete case study.
Strategy and Positioning
The process began by leading more than 20 key volunteers through a competitive analysis and discovery process to identify the race’s key characteristics. Those insights were combined with additional research to create a unique market position that leveraged the race’s strengths: a community-run event that benefited the community.
Logo Design
The logo captured Portland in the fall, with allusions to the race’s start/finish in Portland’s coastal Back Cove neighborhood and pops of fall foliage. The typography was reminiscent of classic Maine road signs without it feeling dated or derivative. When the title sponsor changed names, the logo was updated to connect with the new Maine Community Bank brand while remaining clearly tied to the previous Maine Marathon identity.
“Visible Logic helps us define how the event should be marketed, to whom, and where. In terms of metrics, our social media presence has grown, and our pre-registrations have gone up by 86%.”
—Bob Dunfey, Race Director, Maine Marathon
Website Design
The race’s digital experience needed to reflect its actual experience. Visually captivating footage showed racers on the scenic course. Intuitive navigation made the site feel as organized as the race itself. Content highlighted inspiring charities the race supported.
Email marketing drove registrations
Designed and deployed with Mail on the Mark, a comprehensive email strategy kept runners engaged and informed. Email became a primary channel for communicating race details, and each newsletter and update saw a corresponding spike in registration.
Award-Winning Email Marketing
The email campaign won a 2024 GDUSA Digital Design Award, an elite selection of roughly 250 winners from 3,000+ entries. Learn more about the award.
Record-Breaking registrations
Visible Logic has continued to support the race every year since the redesign, seeing an increase in registration every year except 2020, when the race was held virtually. The strategy helped lead to a record 5,149 registrations for the 2025 race.
Total Race Registrations Per Year
Collateral and Reports
The updated design and branding were implemented across race medals, clothing, signage, and other promotional materials. This included reports on the race’s positive impact on the environment, economy, and charities, which helped attract new sponsors and support.
