Celebrating 20 years of momentum, "Love in Motion" embraces a fresh perspective on the possibilities ahead. Inspired by founder Donna Deegan's book, Through Rose Colored Glasses, the creative concept Shift the Lens draws on the power of seeing beyond fear and choosing love, optimism, and possibility. This spirited approach captures the energy of a movement that continues to grow, inspire, and move forward.

The concept comes to life through a vibrant identity driven by movement, color, and visual shifts. Rose-tinted color shifts and mirror-like reflections bring the idea of Shift the Lens to life, while dynamic typography and bold pattern work add energy and forward momentum. Graphic elements, including the oversized palm, medal ribbons, and marathon shirt, serve as modern reinterpretations from the inaugural 2007 marathon. Applied across truss signage, banners, medals, merchandise, print, and digital touchpoints, the system creates a cohesive and uplifting race series presence.