Designed a visual identity system for TELUSURUN, a 12KM exploration running event that connects urban routes, village paths, and Indonesian landscapes through movement.

The identity transforms the idea of running into a journey of discovery, connection, and exploration.

Most running events communicate performance, competition, and speed as their main values.

TELUSURUN needed a different perception — an event that was not only about finishing a distance, but about experiencing the journey itself.

The challenge was creating a visual identity that could communicate exploration, nature, and movement while remaining energetic enough to attract modern runners.

The identity was developed around the concept of "Continuous Journey".

The logo transforms an abstract letterform into a flowing trail representing movement, exploration, and connection between different landscapes.

The visual system combines organic curves, natural colors, and route-inspired graphics to create a brand language that feels adventurous yet approachable.

Every element was designed to reflect the experience of running through Indonesia — from city roads to village paths and natural environments.

Logo Suite

Primary & Secondary Logo System

Typography System

Color Palette

Graphic Elements

Route-inspired Visual Language

Brand Guidelines

Social Media Identity Direction

Event Merchandise Direction

The project resulted in a complete visual identity system ready to be applied across event communication channels, including digital platforms, merchandise, signage, and promotional materials.

The identity establishes TELUSURUN as an exploration-driven running experience rather than a traditional race event.

Role: Brand Designer / Visual Identity Designer

Project Status: Concept Project

Collaborators: Independent Design Exploration