Défi Canderel Event Identity by K10 art + design
2013 RGD SoGood Winner
Known for its contagious positive spirit, the Défi Canderel is an annual corporate 3km race that raises funds for cancer research at McGill University and l’Université de Montréal.



Client: Canderel Management Incorporated

Creative Director: Kristina Nagy DGA

Designer and Illustrator: Ashley West

Writer: Leia Marshy



Although the Défi has raised over $7 million since its start in 1989, by 2011 the overall look and approach of the campaign had become outdated resulting in diminished sponsorship and involvement. K10 designed the visual identity, stationery, communications pieces and a new website for the event. Drawing on the visual language of graffiti and action painting, the design is dynamic, vibrant, energized and engaging.





Non-Profit Category 2013