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DEAD LEGS RUN CLUB
Run. Fall. Crawl. Rise.
Branding for a new run club in Flagstaff, Arizona
Services
Visual Identity
Apparel
Dead Legs Run Club is an independent grassroots running group based in Flagstaff, Arizona, founded by Dakota G. After setting his sights on the legendary Cocodona 250-mile ultramarathon in 2026, Dakota began documenting his training online. What followed was an overwhelming wave of support from the running community, cheering on his commitment to such a grueling goal. That encouragement sparked something bigger: a desire to create a run club that embodied the grit, solitude, and mental toughness it takes to train for something few dare to attempt.
As a runner myself, I had been following Dakota’s journey closely. Watching his dedication and mindset unfold online, I reached out to offer to design something special for him and his new club. I could see the vision forming, something raw, no-frills, and unapologetically tough. Dakota draws inspiration from figures like David Goggins and Andy Glaze, embracing the no-quit mentality, so that’s exactly where we took the brand. This was not about mainstream appeal or trend-driven design. This was about building a brand that could withstand the mileage and mirror the grit and grind.
Starting with just a logo and t-shirt design, the Dead Legs identity quickly grew into something bigger. The brand uses only black and white, stripping away distraction to highlight the intensity and singular focus of training. The logomark features an Arizona black bear stripped to the bone, a nod to the Flagstaff region and the club’s name, symbolizing both the local landscape and the brutal feeling of dead legs during an ultra. The Dead Legs wordmark uses Ferryman Black, chosen for its jagged, worn-in texture that mirrors Dakota’s relentless edge. Phrases like “Run, Fall, Crawl, Rise,” “Run Like a Beast,” and “Fangs, Fury, Finish Line” act as mantras for the club, reminding members that grit, not comfort, defines the run.
To Dakota and everyone in Dead Legs Run Club, here’s to pushing past limits, embracing the struggle, and conquering every mile ahead. May your grit and determination carry you through every challenge and lead to unstoppable success in running and beyond.




























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