Justisia Half Marathon Poster Design with a Retro Style

Abstract

The rapid growth of running culture in recent years has transformed half-marathon events into more than just sporting activities. They have become part of an urban lifestyle associated with health, self-expression, and social engagement. This trend has encouraged event organizers to establish strong visual identities to attract participants. Justisia Half Marathon is a running event that emphasizes the values of sportsmanship and justice. However, its promotional media still require a more engaging visual approach that aligns with the preferences of Generation Z audiences.
This study aims to design a promotional poster for Justisia Half Marathon using a retro visual approach as a communication strategy to enhance promotional appeal and strengthen event identity. The research employs the Design Thinking method, consisting of empathize, define, ideate, prototype, and testing stages. Data were collected through observation of sports poster design trends, literature review on visual communication design, and interviews with potential participants.
The design results indicate that the application of retro visual elements, including bold typography, contrasting color schemes, visual textures, and photographic manipulation techniques, produces a communicative poster with a strong visual character. Beyond functioning as an informational medium, the poster also contributes to establishing a distinctive and memorable brand identity for the Justisia Half Marathon event.