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Rally the LOU

GO! Saint Louis

We launched the Greater St. Louis Marathon with Rally the Lou, a campaign that brought 10,000 runners to downtown St. Louis.

Three colorful tourism posters for St. Louis are displayed on a wall above two blue chairs. The posters read: Gateway to the Best, Rally the Lou, and Fuel Up, each with bold graphics and images.

As the city’s leading running organization, GO! St. Louis came to us with a request to introduce their recently renamed flagship race, the Greater St. Louis Marathon.

Downtown St. Louis was still finding its footing post-pandemic. To help bring people back and celebrate the city, civic booster group Greater St. Louis partnered with GO! St. Louis to reimagine GO!’s flagship race. The newly named Greater St. Louis Marathon needed a campaign that truly embodied St. Louis.

We looked at competitor races across the country and zeroed in on what makes St. Louis special. If there’s one thing this town knows, it’s how to throw a party: sports, food, pride—we rally. That insight drove the Rally the Lou concept: a campaign infused with the city’s personality and inside jokes, from our love of toasted ravioli and provel cheese to the claim that we’ve got the best water in the country (we’re sorry, it’s true!).

The campaign came to life through a race identity, a new mascot, branded afterparty, and an influencer packet filled with swag and details that made its way to running clubs across the region.

Next, we created a new GO! St. Louis website to make it easier to promote the marathon and GO’s other races, while also strengthening GO!’s year-round connection to the running community.

The result: a campaign and digital platform that not only drove 10,000 runners to the starting line but also positioned GO! St. Louis as a champion for running in the region.

BrandingCampaigns & ContentDevelopmentPrintWebsites
Meet Rally, the human-sized t-rav! • Oh yes we did. • 
Meet Rally, the human-sized t-rav! • Oh yes we did. • 
A smiling runner poses next to a person wearing a large, colorful, square cartoon costume with a face, outdoors at a busy event with people in the background.
A cartoon ravioli with a smiling face, arms, and legs wearing red and white sneakers, stands against a bright yellow background.
A brightly colored mural of a roaring red wolf with a glowing eye is on a wall. A TV screen shows “Rally the Lou” and a person in a St. Louis t-shirt, with blue and yellow graphics and city branding.

Calling all VIPs

The Hellcat at Citypark, home to St. Louis City SC became the VIP tent. Nice!

A person in a plaid shirt uses their hand to hold a piece of dark foam, which is clamped to a workbench. Curved cutting lines are drawn on the foam, and workshop tools are visible in the background.

A Fabrication Partner

We were lucky to work with the incredibly talented Wally and Jacob of Zymo Sculpture Studio to fabricate Rally!

A person in a smiling pastry costume with arms and legs stands in an art museum, while visitors gather near exhibits and art displays in the background. Natural light filters through the ceiling.
A website for the St. Louis Marathon features a runner smiling at a finish line, bold “Rally the Lou” text, marathon details for April 27, 2024, a countdown timer, and navigation menu options at the top.

A Hub for Runners

The new GO! St. Louis website brings everything together in one place: race-day essentials like registration and results, a metro-wide running club directory, a community race calendar, and even seamless giving options—all designed to strengthen the city’s running community year-round.

gostlouis.org

A colorful crossbody bag with a black strap lies on a yellow background. The bag is red and teal with the text RALLY THE LOU and ST. LOUIS CITY SC next to a logo and a blue checkered stripe.
A colorful race course map showing a red route through city streets near the Mississippi River, with mile markers, water stations, and a bold yellow Course Map label in the top right corner.
Four round buttons on a red background; the top left and bottom right show the metal backside, while the top right says Rally The Lou in yellow, and the bottom left shows a blue Greater St. Louis Marathon logo.
A row of people clapping and holding inflatable cheering sticks that read Rally The Lou in red and blue at an indoor event.
A pair of yellow socks with blue toes, heels, and cuffs featuring the text GO! ST. LOUIS MARATHON at the top and a cartoon ravioli character with arms, legs, and a smiling face on the side.
A billboard advertises the St. Louis Marathon with bold yellow and white text: Rally the Lou, Saturday 4.27.24, New Course. It features the marathon logo and a runner in sunglasses and a blue hat.

Inspecting the course

The calm before the storm!

A vibrant blue and yellow poster on a brick wall advertises Motion, an afterparty for the Greater St. Louis Marathon on April 27, 2024, featuring artists and free entry for all ages.
Blue event poster for MOTION: The Greater St. Louis Marathon Afterparty with bold white and yellow text. Event is April 27, 2024, 11AM, downtown. Free, all ages; features music, food, and drinks.
Promotional poster for MOTION: The Greater St. Louis Marathon Afterparty featuring a black-and-white photo of a man in a hat and jacket. Text: MVSTER MIND, 4.27.24 | Downtown STL on a blue background.
Poster for the Greater St. Louis Marathon Afterparty titled MOTION, featuring artist Stazi posing, with event details: 4.27.24 in Downtown STL. The background is blue with graphic elements and icons.
A large crowd of people gathers outside on wide steps and a plaza during a sunny day, many wearing athletic clothing and race bibs, suggesting a running event or marathon. Buildings and trees line the background.
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