Tortoise Track Club is a running group based in Cambridge, MA, started by my partner, Reid Kovacs. I’ve been his designer for the team to make his brand visions come to life.
Tortoise Track Club began as a group chat of MIT graduate and alumni students looking for people to run with.
That group chat now includes over 100 people and has expanded to include master, elite, trail, and track athletes, as well as those looking to get back into the sport. The group has naturally cultivated a very academic atmosphere and has been a place where folks share personal research and developments in the running world.
Reid wanted branding that included handcrafted elements and liked the idea of drawing inspiration from running attire in the 70s. I started with a mood board and got to work.
Tortoise Shell
Tortoise Track Club has partnered with MILER RUNNING resulting in the newest Tortoise racing singlets. I worked with Ben Morrow, the founder of MILER RUNNING, to create the design. We wanted to display MILER’s latest tortoise shell textile pattern and pair the two logos across the chest for this collaboration.
Tortoise Track Club was first noticed by MILER RUNNING when one of our runners, Miles Smith, ran the elite mile the day before the Boston Marathon. He was wearing the singlet I had designed for the club. With MILER’s tortoise shell collection newly released, MILER RUNNING reached out to the club to discuss partnering.
So far, I’ve created the logo, singlets, social posts, and the brand book to tie everything together. As this club continues to grow, I’ll be behind the scenes make sure they look good while doing it.
