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Fuego y Agua is an ultramarathon hosted on the tropical volcanic island of Ometepe, Nicaragua. Portions of race entry fees and donations are used to host a trash pick-up day, and a children’s race where all participants receive a donated pair of running shoes.

The race began as a small private endeavor, but in order to gain traction and credibility, it needed the creation of a professional brand identity. This process required careful consideration of the global racing audience and their cultural identities.

As the race evolves, new materials will have to be developed, but with a solid brand in place the process becomes much easier and more unified.