DAM TO DSM
RACE BRANDING
The EMC DAM to DSM is Iowa’s premier running event, offering a world-class athlete experience. This point to point half marathon isn’t just a race - it’s an experience, bringing together community and activity in the heart of Des Moines. Every aspect of the event is meticulously planned and executed, and design plays a large role in the way athletes, spectators, and community members experience the weekend.
SERVICESBrand System Development Wayfinding
Apparel Design
Product Design
Event Production
CREDITSGraphic design and event coordination: Camden Habgood, Cassidy Ringena
Event coordinator: Michael Zimmerman, RipRoar Events
Video production: Invictus Media
The opportunity
RipRoar Events produces endurance events that rely on a cohesive brand experience across physical, digital, and environmental touchpoints. Their meticulously planned, iconic events place a premium on intentional design that spans every touchpoint of the athlete experience.
Design strategy
Rather than treating each deliverable independently, I approached the event as a connected experience. By developing a flexible visual system that carried from registration to the finish line, every touchpoint reinforced the event brand while improving clarity for participants.
Design system
The identity was translated into race signage, wayfinding, merchandise, apparel, digital marketing, sponsor materials, and athlete communications. Every asset was designed to remain consistent across large format production, print, apparel, and environmental applications while accommodating the unique needs of each event.
Experience
Working closely with the event operations team allowed design decisions to directly support the athlete journey. Clear navigation, branded environments, and thoughtfully designed moments helped transform a race into a memorable community experience.
Experience
This project reinforced that impactful branding extends beyond visual identity—it depends on production, logistics, and implementation. Designing for a large scale endurance event required balancing creative vision with real world execution, resulting in an experience that not only guided athletes but also contributed to the continued evolution of a race that has become a defining tradition within the Des Moines community.
