Miles for MJ are a group of runners that participate in several races a year, raising money to help find a cure for NF - neurofibramatosis, under the 'RuNFor a reason / NF Endurance' Banner. They came to us looking for an identity that captured their personality, that was flexible to be used for multiple events, and that could be applied to T. shirts, vests and banners. During the design process, it emerged that MJ, who was 13, had a pet chicken called Bentley that he would chase around the yard. We had found our character to build the identity around. The rest of the design relied on the typographic organization of the event, date and location.