NDO Creative

Up & Running - Identity Redesign

Logo redesign and branding material provided for Up & Running, a Guelph-based non-profit dedicated towards providing running programs and resources for women with anxiety and depression.


CLIENT: Up and running - non-profit running group

PROJECT: brand Identity Redesign

SKILLS: graphic design, copywriting, creative direction/brand strategy.


We loved doing this project.

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Up and Running, a non-profit dedicated towards offering friendly, beginner running and walking programs for women who are experiencing mild to moderate depression and/or anxiety, needed a refresh on their visual identity and written communications.

As a pro-bono project (we love non-profits and 20% of our work goes towards them!), we helped revamp U&R’s logo, visual identity, and brand messaging.


  • Create 5-6 logo mock-ups and a finalized design for Up and Running's brand, to be used in print and digital collateral.

  • Help re-craft Up and Running’s brand voice guideline to be used in proposals to gain sponsorships and partnerships.

  • Develop Up and Running’s brand strategy through print material, social and content strategy.

Round I of the logo mock-up ideas!

Round I of the logo mock-up ideas!


The most important point from the client was that Up and Running is a way of coping with and healing from anxiety and depression through running programs.

Thus, the logo and visual identity needed to represent a balance between mental health and running. The brand copy, logo, and visuals we developed all represented that balance with a benefit-based approach to mental health.

The final design iteration for the U&R Logo.

The final design iteration for the U&R Logo.

Mock-ups for U&R business cards.

Mock-ups for U&R business cards.


The logo concept began with a running-based focus in Round I, but became balanced around a nature/balance theme by Round III. We applied a modern but approachable logo which connected nature, running, and balance through symmetrical shapes and light colour palettes.

The brand voice guideline we developed and the visuals for social media encapsulate the balance between mental health and running.

U&R finalized logo mark.

U&R finalized logo mark.

U&R_Business Cards-NDO Creative.png

U&R Tote Mockup.

“Run” with this idea.

Closing statement

Crafting brand identities for companies and non-profits in the impact space is a dream. At NDO Creative, we’re impact-driven through our work, so this project was a no-brainer to do. We’re so happy with how things came together! For more information on Up & Running or to register, visit their site here.