Background
Outopia is a brand started by trail runners who protect nature and use fabric technology to empower runners. Trail running often feels too hard for most people. To help new runners love the mountains, Outopia launched the Trail Running Series in 2025. This is a community project with over 100 races in China to show that the sport is not just for elite athletes.

Challenge
We had two main goals. We had to look professional while making the sport feel friendly and welcoming for new runners. We also had to keep the look exactly the same for over 100 races and 20 partners in different locations.

Concept
Rather than conquering mountains, Outopia focuses on the people running in them. We believe a race is built by runners with different speeds and conditions. 

We used the idea of the Individual as Pixel where every runner and plant and emotion is one pixel. This is the smallest unit of a utopia. When thousands of pixels gather, they create a moving landscape and the world of Outopia. This responds to the brand goal of trail running joining the world together. 

For typography, we made the Chinese font using round shapes from the logo to keep the brand look friendly and consistent. 

For color system, we used the colors from the seasonal products to connect the runners to the race track .

Tool
I made a custom Generative Design Tool to solve the problem of working with many partners. This tool lets partners adjust settings for their own needs while staying inside a unified system. It changed the workflow from doing things by hand to using a smart system.

Impact
The system covered everything from social media and race kits to signage and medals. It kept the brand look the same for over 100 events. It turned a professional sport into a shared community experience.