Background
Outopia is a trail running brand built by runners who care about nature and performance. In 2025, it launched a national race series with more than 100 events across China, designed to make trail running feel more open and accessible.

Challenge
The system had to feel professional while staying friendly to new runners, and remain consistent across more than 100 races and 20 partners in different locations.

Idea
Outopia focuses on the people inside the landscape. Each runner, plant and emotion is a pixel. Together, these pixels form a moving world shaped by many different people. The typography uses rounded forms from the logo, while the colour system draws from seasonal products to keep the race experience connected to the brand.

Impact
The visual system scaled across social media, race kits, signage and medals for more than 100 events. I also built a custom generative design tool that allowed partners to create local assets within the same system, replacing repetitive manual work with a faster and more flexible workflow.