Bairrada Eco Challenge

Three parishes in Bairrada wanted to create something beyond a one-off event, with real impact on the territory, the local economy and its people.

The region's offer came down to trail runs and traditional races. Technically sound, but predictable, and with no emotional bond to the place.

To create a brand able to represent three parishes, gain national recognition and attract very different audiences, from families to companies and groups of friends. Communicated like the others, it would be just another date on the calendar.

A celebration of the land, of nature and of people. Natural obstacles along the course, plenty of entertainment, team spirit over performance, and surprise starts.

The goal was not to reach the finish. It was to live the way there.

An outgoing, highly visible palette, designed for the field, for merchandise and for digital. Anything technical, institutional or cold was left out. The tone is light, warm and playful.

The brand is present at every moment of the day, from check-in to the start line, from the obstacles to the finish, and in the communication before and after the race.

In four editions, Bairrada Eco Challenge has become a national reference. It started in 2023 with 860 participants, then grew to 1,500 in 2024, 2,000 in 2025 and 2,500 in 2026.

I was responsible for the positioning, communication strategy and identity, all collateral, and the management of social media and press relations.