Track Mafia
Track Mafia is a London-based running crew founded by Cory Wharton-Malcolm, dedicated to speed, inclusivity and community. From the start, Against Time has been there to build their brand and support with event and collaboration graphics. The challenge was to capture the crew’s energy and create a bold, lasting identity for a movement that goes beyond running.
Strategy
We worked with Cory to define Track Mafia’s positioning: a collective where everyone is welcome, yet performance and progression are celebrated. The strategy was rooted in community, belonging and speed. Through collaborative ideation we explored concepts like “Hack Mafia”, reflecting the way Track Mafia bends running culture, brands and creative expression to its own rhythm.
From the launch graphic that set the tone and attitude, to anniversary logos and event branding, Against Time has shaped an identity that mirrors Track Mafia’s character: fast, uncompromising and inclusive.
The core system revolves around four brand pillars: speed & performance, community & inclusivity, authenticity and streetwear culture. These inform every design choice. Bold, condensed sans serif typography communicates speed and focus, paired with stripped-back functional type to keep it grounded. Black anchors the palette as a symbol of strength and unity, with high-contrast white and flashes of colour appearing through collaborations.
The logo system is both a badge of belonging and a flexible toolkit, from the original wordmark to anniversary variations and collaboration lockups. It’s designed to scale, adapt and still feel unmistakably Track Mafia.
Tone of voice is just as central: direct, motivating and real. Less about hype, more about truth. “It hurts. It’s worth it. Keep showing up.”
The Track Mafia brand has become a beacon in London’s running culture, giving runners a sense of identity and belonging alongside performance. Our graphics and brand work have enabled the crew to communicate consistently, whether hosting weekly sessions, launching collaborations or celebrating milestones. The crew’s black kit featuring our design work has become a visual shorthand for belonging at Paddington Rec.
Through collaborations with Patta, Nike, Rosie Lee and Canoe, the brand flexes into streetwear, sneakers and global campaigns. The 10-year anniversary saw the creation of multiple logo variations and a limited-edition merchandise run, cementing Track Mafia’s position at the intersection of running culture and creative culture.
With its foundation in community and adaptability, Track Mafia is built to keep evolving. The brand identity provides flexibility for new projects, partnerships and creative directions, while retaining the spirit that has defined the crew from the start.
If you’d like to hear more about this project, or discuss how we could help your brand evolve, please get in touch.