Jill Stewart MoBay City Run gets ‘fresh look’

‘Same mission, bolder vision … Our look might have changed, but our heart hasn’t’ was the watchword of the Jill Stewart MoBay City Run’s organising committee as they unveiled a new logo to redefine the annual run/walk event’s brand.

The new logo’s official unveiling took place on Friday at the MoBay City Run’s annual Pasta Party presented by WATA, held at the S Club at the S Hotel in Montego Bay, St James.

“We are excited to unveil our fresh look. We are just evolving to reflect the passion and energy we bring to everything we do. We have re-energised our purpose. It’s a fresh start and approach and how we do our races,” committee chairman Janet Silvera told The Gleaner.

“When we looked at the brand itself, we used four different colours to showcase it. Blue is for stability, violet is for ambition, pink is for playfulness, and orange is for energy. We believe that we are taking this race internationally. Our new brand looks international. It has that Jamaican feel but also has that classy, edgy, unique style that invites everybody in with warmth.

Asked why rebranding is so important, Silvera simply said that it was time for the MoBay City Run to be given a new face.

“One of the things we always wanted to do was to get visitors from other parts of the world to participate in our race. We believe that with rebranding the race with a new and exciting brand, we will be able to do this. We are 10 years old, and every product, once it gets to a certain age, should be rebranded,” said Silvera.

“You have to polish it and give it new life, and that’s what we have given MoBay City Run. The race represents compassion, sincerity, altruistic, energetic, and it is powerful. It is exuding fun and a vibrant atmosphere, appealing to both runners and non-runners.Taking a 10k/5K race and taking those things into consideration, that is not normal. It is an unusual way to rebrand the race. We were very strategic and intentional about it.”

A very special woman

The MoBay City Run 10K/5K Run and Walk was officially renamed the Jill Stewart MoBay City Run in honour of the late Jill Stewart, wife of Executive Chairman of Sandals Resorts International, Adam Stewart.

“This year, we want to give $7 million to education for our eighth staging. Jill Stewart was a very special woman, and if we are going to carry her name anywhere at all, then we must look good. The designers of the new logo, Toutbrag, a local business, were able to depict exactly what we are about,” Silvera said.

The new logo will be on merchandise such as on shirts, bracelets, and other items starting next year as a way to raise more funds for tertiary education.

“We want everybody to know that we run for MoBay. Our brand is in the tourism capital, Montego Bay. This tourism capital, over the years, has been the economic engine for the rest of the country. What we will do is to continue on that trend and make money for other western parishes although our focus will remain Montego Bay. We will help students not just in Montego Bay,” Silvera told The Gleaner.

The race has raised some $26.5 million in support of tertiary education since its inception.

Approximately 3,500 students across western Jamaica have benefited from the charity run, which will be held on Sunday, May 5.

The race has attracted people such as former 100m world record holder and Olympian Asafa Powell and his wife Alyshia, who will be doing the 5K Run. Olympic 100m hurdles bronze medalist Megan Tapper will start the race.