THE SHIFT
The I Am A Father 5K had heart, legacy and a loyal base — but participation numbers had plateaued around 400 runners each year. The brand and digital presence didn’t reflect the full impact of the movement, and the team was ready to elevate. What they needed wasn’t just more awareness — it was a complete refresh that matched the energy and meaning behind the mission.
THE SPARK
We reframed the race not as a one-day event, but as a moment in a larger movement — one focused on legacy, fatherhood and community. From that insight, we reshaped the messaging, the visuals and the strategy. With a modernized look and a heartfelt narrative, the race began to reintroduce itself to the city — this time with presence and purpose.
After nearly a decade with a beloved but aging brand campaign - "I Am An Architect" - YKK AP was ready to evolve — they just hadn’t found the right creative partner to spark it. Through internal focus groups and strategic storytelling, The ADS Agency delivered a brand refresh that reimagined how this global architectural products manufacturer shows up in today’s market. The result? A bold new identity that’s already making waves with architects, partners and their internal team alike.
Over a 90-day sprint, The ADS Agency delivered:
- A competitor-informed brand refresh
- A streamlined site update with stronger content and design
- 40+ social posts (up from 13 the year prior)
- 12 email campaigns (versus 2–5 in previous years)
- Paid Meta ads reaching 21K+ people with just $121 in spend
- New signage, storytelling and a 10% response post-race survey
- First-time partnership with Atlanta Black Chambers and other key visibility gains
THE ELEVATION
The shift was immediate — and measurable.
- 25% increase in race participants
- Instagram engagement up 433%
- Facebook reach up 1,100%
- Email opens, site clicks and post-race sentiment all improved
For the first time, the brand felt as impactful as the cause behind it. From the starting line to social media, the I Am A Father 5K was seen, celebrated and stronger than ever.
From stuck to soaring, the I Am A Father 5K experienced a 25% boost in attendance and a noticeable shift in brand presence. The event now looks and feels like the community staple it was always meant to be — bold, polished and unmissable. The best part? This is just the beginning. The foundation is set for continued momentum, and we’re honored to help keep it moving forward.
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