This project was developed by Melannie Espinosa and Carolina Rochín as part of our Master’s thesis in Branding. KM VERD is a 5 km charity race created to raise funds for re-greening Poblenou; more than a sports event, it is an initiative to recover natural spaces, promote a healthier environment, and strengthen the community identity of the neighborhood. The name combines “km,” symbol of movement and action, with “verd,” the Catalan word for green, associated with nature, sustainability, and life.
The branding conveys dynamism, freshness, and closeness. The logo was designed to be versatile and easily recognizable across different touchpoints. The color palette, based on various shades of green, symbolizes vitality, energy, and a strong connection with nature; its contrasts generate a clear, modern, and highly distinctive identity. Photography reinforces the sense of movement and collectivity: real runners captured in action, close-ups on the asphalt, blurred frames that suggest speed, and natural light that adds authenticity and proximity.
The project aims to inspire belonging and motivation. Every element, from the colors to the photographic style, reflects the idea of a community moving together towards a common goal: transforming the neighborhood through collective action. The tone of voice supports this intention with a character that is purposeful and committed, energetic and motivating, approachable and community-driven, always clear and direct.
