The Défi Canderel Event - 2012 Fundraising Campaign
Known for its contagiously positive spirit, the Défi Canderel is an annual corporate 3km race set in action to raise
funds to support cancer research at McGill University and l’Université de Montréal. It has encouraged participation from Montreal’s most recognized companies to compete against one another. In 2005 it was awarded the Canadian Imperial Bank of Commerce “Spirit of Leadership Community Award”.
Although the Défi has managed to raise over $7 million since its start (1989), by 2011, the overall look and approach of the campaign had become outdated, resulting in diminished sponsorship and involvement. Défi Canderel wanted to retain its relevancy and to continue to inspire its participants to support the cause so the Défi turned to K10 art+design (K10) to help revitalize the brand and relaunch its website.
Further, K10 developed a comprehensive campaign that involved updating the visual identity, stationary package,
communications pieces for the launch of the event and overhauling the website. The design approach was an
up-to-date version of the original design and drew from the visual language of graffiti and action painting —
dynamic, vibrant, energized and engaging. Another key component was to reintegrate the cause and the
beneficiaries of the event.
Client: Canderel Management Incorporated
Duration of project: December, 2011 to June, 2012
Project done at K10 art+design
Known for its contagiously positive spirit, the Défi Canderel is an annual corporate 3km race set in action to raise
funds to support cancer research at McGill University and l’Université de Montréal. It has encouraged participation from Montreal’s most recognized companies to compete against one another. In 2005 it was awarded the Canadian Imperial Bank of Commerce “Spirit of Leadership Community Award”.
Although the Défi has managed to raise over $7 million since its start (1989), by 2011, the overall look and approach of the campaign had become outdated, resulting in diminished sponsorship and involvement. Défi Canderel wanted to retain its relevancy and to continue to inspire its participants to support the cause so the Défi turned to K10 art+design (K10) to help revitalize the brand and relaunch its website.
Further, K10 developed a comprehensive campaign that involved updating the visual identity, stationary package,
communications pieces for the launch of the event and overhauling the website. The design approach was an
up-to-date version of the original design and drew from the visual language of graffiti and action painting —
dynamic, vibrant, energized and engaging. Another key component was to reintegrate the cause and the
beneficiaries of the event.
Client: Canderel Management Incorporated
Duration of project: December, 2011 to June, 2012
Project done at K10 art+design
Responsibilities: Art direction, project management, print management
Graphic Design: Ashley West, K10 art+design
Illustration: Ashley West
Graphic Design: Ashley West, K10 art+design
Illustration: Ashley West
