The Marine Corps Marathon is currently the 4th largest marathon in the United States and the 9th largest in the world. Since its founding in 1976, the mission of the organization has been to promote physical fitness, generate community goodwill, and showcase the organizational skill of the United States Marine Corps. Holding the capacity for 30,000 runners from all 50 states and more than 50 countries the annual race is known as, “The People’s Marathon.”
The organization’s mission had reached a stalemate when they discovered that their current site left users in the dust and the strength of their brand began to blur. The MCM team held stock of their rich emotional and historical content, unsure of how to improve the experience. With the risk of at least 200,000 users getting lost during peak hours, they knew the stakes couldn't be higher.
Knowing they had to uphold their promise to the community, MCM approached nclud with the hefty task of redesign. This set in motion the year long road of partnership to achieve specific goals such as, elevating awareness of other events, creating intuitive navigation, embracing the general public for registration, emphasizing the marine corps brand and establishing similar language to help foster emotional resonance. Like running a marathon, we overcame many challenges with hard-work, sweat, and dedication to cross the finish line.
In the end we successfully designed an experience for MCM that served the content their audience's needed in a clean and organized fashion. Some of the final goals we satisfied at the end of this project included: creating a system of modular layouts that would lend themselves easily to responsive design, showcasing the marine corps photography to spur an emotional experience, and by having multiple points of entry for registration as well as the incorporation of the glance menu to help users find exactly what they need for any race in the MCM series.