Aid Station Running Supply presented a rare opportunity to build a brand identity from the ground up for a specialty running retailer with a deeply specific culture.

The name itself — borrowed from the trail running tradition of aid stations dotting ultramarathon courses — set the creative direction: functional, community-rooted, and built for endurance. The project encompassed logo design, typographic system selection, a full brand standards document, and the visual language for advertising. The result is an identity that feels both modern and lived in — rugged enough to feel credible on a trail, clean enough to work across retail and digital touchpoints.