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has raised over $7 million since its start in 1989, by 2011 the overall look and approach of the campaign had become outdated resulting in diminished sponsorship and involvement.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.