WILD Running Club

Ongoing Project

WILD is a full brand strategy and identity system that I co-founded and built for a women-only sports community in Kuala Lumpur, running-first, but designed as belonging infrastructure for women navigating a new city alone.

I led the strategic positioning ("sport is the door, belonging is the product"), vision/mission architecture, brand voice system, visual identity direction (plum and neon yellow as a deliberately unconventional, un-soft palette), and messaging framework built to scale from a single university club into a multi-city chapter model. The work spans brand strategy documentation, social content systems, merchandise, and partnership outreach - treating the club less as an athletics org and more as a piece of city infrastructure for women who refuse to stay strangers.