Goldfinger Track Club

Goldfinger Track Club (GFTC) is a local running club based in the Bedford-Stuyvesant neighborhood of Brooklyn, New York. Local but legendary, the GFTC brand is making waves across the neighborhood, the country and the world.

In 2022, GFTC initiated a membership structure for the club to accompany the free community-focused running events they host weekly. The growth of the club membership demanded a branding upgrade.

Role - Graphic Desginer + Strategist

    Brand Identity
    Digital Design
    Merchandise Design

Brand Identity 

The initial brand was scattered in style, colors and graphics. We simplified and amplified the brand to build a cohesive and distinct appearance in the very loud and busy running community.

We expanded the logo into a complete logo suite, building strength and definition by pulling out the “G” from GFTC and adding “Brooklyn” for the secondary logo.

We distinguished team communications from “community” events with neon pink and neon green colors.

Digital Design

The running community has a big presence on Instagram, and so does GFTC. I structured the GFTC design system to be easily applicable to the various demands of the club and community. Using three new fonts to communicate the excitement of GFTC events, I also added a distinct collage-style aesthetic. Whether social media is used to cheer each other on, provide accountability for running goals or simply as communication, digital design was central to the GFTC branding project.


Blending sleek visuals and optimized functionality, we used SquareSpace to give the Club website a place for GFTC’s strong sense of community to live online, while inviting new people to easily sign up for membership.

Merchandise Design

Each season, Goldfinger Track Club (GFTC) put together new running gear and outerwear for the team. Working with the founder, Jerry Francois, my task was to translate the visionary ideas of Jerry into print for sportswear. Having various sponsorships through leading activewear brands, including New Balance, many of these designs were brought to life in collaboration.