The International Serenity Run isn’t your average motorcycle rally. It’s a clean and sober journey. This powerful event is grounded in the principles, ideals, and traditions of 12-Step recovery, bringing together riders from around the world who share a commitment to mindfulness, brotherhood, and the open road.
When I was brought on, the team had a powerful mission and a meaningful logo. My role was to lead creative direction across key brand touchpoints to ensure the visual language, merchandise, and content resonated with the community and honored the event’s spirit.
The Creative Vision
As a branding and content marketing professional, I focused on making the International Serenity Run’s purpose visible and tangible. My work centered on bringing the logo to life through branded merchandise, then capturing those elements in a way that strengthened the Run’s online presence.
Creative Direction & Merchandise
Using the existing logo as a foundation, I directed the design and production of branded t-shirts, patches, and swag that would feel both wearable and meaningful to attendees. The apparel needed to do more than look good, it had to carry the message of recovery, connection, and the road ahead.
I selected materials, guided layout choices, and ensured every piece reflected the clean, calm, and strong tone the event represents.
Photography for Web & Social
To support the Serenity Run’s digital presence, I captured high-quality lifestyle photography of the merchandise in use. These images gave the brand a cohesive, professional look across their website and social media, while helping to convey the vibe of the event: sincere, strong, and grounded in purpose.
From solo shots of riders in the gear to group moments that reflected unity and sobriety, the visuals helped tell a deeper story.
The Impact
The updated creative assets gave the International Serenity Run a polished and meaningful identity. It is one that participants are proud to wear and share. The photography added consistency and emotional resonance to their online platforms, helping the organization attract more engagement and visibility.
What I Learned
This project was a reminder of the power of visual storytelling in mission-driven communities. As a creative marketing professional, I love bringing clarity, cohesion, and emotion to brands that stand for something real. The International Serenity Run is one of those brands, and I’m proud to have helped amplify its message.
Have a mission worth sharing? Let’s build the brand experience to match it.
xoxo,
Michaela Rae
V. Studio 