Colour Me Rad is an annual festival of colour. In Winnipeg, Canada it involves running a 5K marathon with your friends or team while getting yourself covered in colour powder. The strategic focus of the 2019 year campaign was collaboration. Its goal was to target the market segment that doesn’t attend because they feel uncomfortable coming on their own. It promotes the feel of a collaborative and welcoming space that encourages participants to interact and make new friends. The goal has been reached through using a number of design principles as well as a strong call to action.
The design solution was to express fun and excitement of the event through abstraction to make it distinct from the previous years’ ads and better appeal to the target market.
Similarity and close proximity of the elements create continuity and form a marathon trail, which makes up the number 2019. The graphic is adjusted to work in horizontal and vertical layouts to be suitable for all campaign expressions. All of the elements in the theme graphics are working as a unified composition reinforcing the strategic focus.
The following are proposed campaign expression that include a variety of formats and sizes to better showcase the application of the theme graphics.
The campaign is effective because of it’s unique approach. Use of abstraction gives it a modern look while still translating fun and excitement of the event. The style and the design principles used make it appealing to the target market and meet the strategic focus. Finally, theme graphics are flexible enough to work with any type of campaign expressions.