Creating the brand identity for the TCS Sydney Marathon Motion Festival
As the TCS Sydney Marathon presented by ASICS continues its evolution as one of the world’s premier marathon events, 2026 marks the introduction of Motion Festival, a new four-day festival experience that will become the social and cultural heart of race week.
Commissioned to develop the festival’s brand and creative identity, Mana Sports & Entertainment Group created Motion Festival as a distinctive sub-brand within the broader TCS Sydney Marathon presented by ASICS ecosystem. The result is a contemporary festival identity that complements the established marathon brand while establishing its own personality, purpose and long-term recognition.
Designed to bring together runners, supporters and the wider Sydney community, Motion Festival extends the race week experience through live entertainment, wellness experiences, recovery sessions, food and beverage, partner activations and community programming. Set against the backdrop of Circular Quay, the festival creates a vibrant destination that celebrates movement in all its forms.
Mana led the strategic brand development for Motion Festival, including its naming, positioning, visual identity, and creative direction. Every element was designed to sit naturally alongside the TCS Sydney Marathon presented by ASICS while providing the festival with a distinctive and scalable identity capable of growing alongside the event in future years.
The project reflects Mana’s approach to creating brands that extend beyond traditional event identities. Rather than simply designing a logo or visual system, Motion Festival was developed as a flexible brand platform that enhances audience engagement, strengthens the race week experience and contributes to the continued evolution of one of the world’s newest Abbott World Marathon Majors.
Experience Motion Festival
Motion Festival takes place from 27–30 August at Customs House Forecourt, Circular Quay, bringing together four days of movement, music, wellness, food and community as part of TCS Sydney Marathon presented by ASICS race week. To explore the full program and discover what’s on, visit motionfestival.com.au.
