The new event brand was anchored in the creation of a new name and logo—one that was simple, memorable and evoked positive feelings of community and hope. The single word OPTIMISM and its unique mark allowed flexibility in execution while presenting a bold, recognizable element to be used on signage, in advertising, online, and on premium items.
To bring the OPTIMISM brand to life, a contemporary message was worked into a national fundraising campaign to promote personal fundraising activities. A complete event starter kit helped simplify fundraising efforts and outline the customization options available for event holders—creating ease of use while maintaining brand consistency. Online tools and content updates were also incorporated to help drive traffic to the APDA website and encourage donations.