Southbound 400 is the first ultra-relay race linking Canada to New York City, an idea that started humbly and has since grown into an event backed by sponsors like AG1 and Arc’teryx. For the past 3 years. I acted as Creative Director and sole designer — crafting its visual identity from the ground up, shaping the art direction, brand strategy, website, print, event, and even apparel design to give the race a unified, unmistakable presence as it scaled. It’s been a dream come true to build a brand around one of my biggest personal passions.