Tough Mudder's Brand Strategy
Tough Mudder set out to be 'The Toughest Event on the Planet'. They had an idea for an intense mud run with obstacles engineered by British Special Forces to push humans to their physical and mental limits. However, the real secret to their success was the fostering of a community of like-minded adrenaline junkies and weekend warriors. At its core, Tough Mudder was about camaraderie.
The Tough Mudder Logo
When we started working with Tough Mudder late 2009 it wasn't really a company yet. The founders, Will & Guy, were two recent Harvard grads with a great idea and plenty of drive. To get the company off the ground, Condensed first developed their branding, including the now iconic running man logo, which has been tattooed on countless biceps. We also developed their online presence and were their agency of record for their formative years.
The Results
In our 4 years of working with Tough Mudder we helped them grow from a grad student thesis project, to a global phenomenon with over $200 million in annual revenue.
"We decided to work with Condensed having been impressed by their initial proposal, as they had clearly invested much time and thought into understanding our needs and requirements. We needed a team with a creative graphic design background and strong technical skills who could create a visually exciting brand which would appeal to our specific target demographics. Although we were working to a tight schedule, we were impressed by the flexibility that Condensed showed in incorporating our last minute changes and amends efficiently and with good humor, and also by the wise and considered approach they took to dealing with our, at times unworkable, suggestions. They are a top team and very easy to work with. Top marks."
Guy Livingstone – Co-Founder Tough Mudder
