SPC Turkey Trot Logo & Event Marketing Collateral

Volunteer project for nonprofit SPC Turkey Trot. Lara Lee retains copyright.


Since its original conception in 2014, the annual Turkey Trot at South Potomac Church has grown into a hit community event. Organized by the SPC Striders, a health and fitness community group at SPC, the SPC Turkey Trot is family-friendly fun run and walk. All proceeds generated from this annual event goes toward benevolence.

The SPC Turkey Trot represents one of three large-scale outreach programs conducted by SPC. Yet, the event has no identity of its own—just borrowed clip art and a scattering of promotional materials across media.

Additionally, the “just-in-time” organization of the event each year results in a small, poorly marketed and organized campaign.

Therefore, the SPC Turkey Trot needed a logo design to clarify its core identity and a collection of solid event marketing collateral to quickly generate brand awareness.

My Role

Logo Designer
Graphic Designer
Front-End Web Developer



Graphic. One graphic design deliverable is a brand mood board for SPC Turkey Trot.

Hitting the Ground Running on a New Logo Design

The original logo design portrayed a coloring-book-style caricature of a turkey in running shoes, but the brand that resulted from that was too simplistic. It failed to appeal to sponsors because the brand appeared low-key, casual, and for kids only.

In staying true to the original, funny turkey mascot, at least once of my sketches had to be another turkey caricature.

My source of inspiration for this illustration style is the fantastic work of Ariel Icandri, an Italian illustrator and animator.

However, I still wanted to base the character on real-life examples, so my secondary source of inspiration is a reference stock photo of a jumping wild turkey taken by Donald Jones for Getty Images (below). Can’t you just imagine little running sneakers?

One of the initial hand-drawn sketches for the mascot used in the logo design.
The completed running turkey mascot as a full-color illustration.
Case study; SPC Turkey Trot. Magnified details of the final SPC Turkey Trot logo design.
Case study; SPC Turkey Trot. Logo design infographic explaining its symbolism.

Hatching the New Campaign

For everyone:
I designed event marketing collateral with the refresh identity for SPC Turkey Trot. An informational poster becomes the “face” of the event to entice new participants.

For its volunteers:
I invented another poster for a Call for Volunteers. The SPC Turkey Trot is a volunteer-ran event, so I hoped dedicated marketing collateral for that demographic may also help create support.

For its marketers:
I designed web ad graphics, social media branding and graphics, informational signage, call for volunteers kit, and a call for sponsors kit. These ready-made templates and example collateral would enable the next marketing campaign to launch quickly, but now with quality, consistency, and professionalism.

For its customers:
Finally, I illustrated a course map with accompanying signage along the trail route that would provide event staffers and runners with directions to reduce confusion and portray a “progress bar” at checkpoints along the trail. The course map is 100% vector as well, so the trail can easily be redrawn at any point the course changes route in upcoming years.

Event marketing collateral and event signage, including this informational poster design.
This Call for Volunteers poster design is one piece from the collection of event marketing collateral for the SPC Turkey Trot.
Case study; SPC Turkey Trot. Marketing collateral and event signage, including this custom-drawn illustrative course map.
I addressed sponsors in my event marketing collateral and event signage as well, including this Call for Sponsors poster design.

To see another colorful spin on event marketing collateral, check out what I did for the Smile Team!

SPC Turkey Trot, a preview of the hand-coded prototype website.
Case study: SPC Turkey Trot. Website design mock-up as an animation.