Go Beyond Racing needed a logo and identity for a brand new race they were adding—the Lake of Death 24-Hour—to their collection of NW trail and ultra races. Their only requirement was the use of a red skull. I incorporated a skull icon with zombiesque type treatments to create a memorable emblem which they could use for promoting across various marketing channels, on race signage, and for runner incentives – such as T-shirts, temporary tattoos, and finisher medals. The printed and online pieces extended the campy and “I’m laughing at myself and deliriously scared because I’m peeing in the woods at 3am” feel. It’s truly a unique event needing a unique flavor to appeal to ultrarunners and motley crews of all-night relay runners alike.