Good Trouble Club

Some projects are just campaigns. This one is a community. Good Trouble Club was born from a simple idea : that running is better together. Not as a performance, not as a competition but as a shared experience. A reason to show up, even on the cold mornings. Especially on those. I built this from the ground up. The name, the visual identity, the brand voice, the social media presence, every detail was crafted to reflect what the club actually stands for : collective effort, shared ambition, and the kind of connections you only build when you're pushing through something side by side. Beyond the brand, I organized runs, activated the community, and developed a merch line that turned members into ambassadors. Because when people wear your brand, they're not just wearing a logo, they're telling a story. "We don't all know each other that well. Some of us met here, too early in the morning, in the cold. And yet, we run together. Same rhythm. Same intention. Because sometimes, it helps not to be alone in the effort." That's Good Trouble Club. And that's the kind of brand I love building.