Client: True Self Foundation
Contractor: Pagán Castañer & Associates, LLC
Objective: Update logo, social media design
All Out 5K is an annual Pride event, created by local, non-profit organization True Self Foundation. The race, which acts as the main fundraiser for the organization, has become a staple in the LGBTQ+ community in Puerto Rico for making a safe place to celebrate and rejoice in Pride.
The funds are directed towards aid for initiatives involving LGBTQ+ youth, surgical procedures and legal assistance in the process of name changing, among other projects.
Since 2022, both the race and the music festival, the All Out Fest, have been held at DISTRITO T-Mobile, in San Juan.
Proposal
The logo design was the first step in updating the brand for the big comeback after two years, due to the COVID-19 pandemic. One of my tasks was to convey a stronger association between True Self Foundation and the 5K race.
To achieve this, I applied the same typography choices as the organization’s brand and the cross from their logo.
Both logos —All Out 5K and True Self Organization— were used together in promotional materials to emphasize the association, as seen in both the T-shirts and the medal ribbon. The latter was designed to include all the colors that represent the LGBTQ+ communities, while also maintaining True Self’s brand colors.
Medal prototype for all runners and participants, also handed out after the race.
Mockups for promotional tees, gifted and awarded on the day of the event.
Rollout
An intense traditional and social media campaign was designed to promote the annual event. Countdowns, reminders, flyers, banners, posts and advertisements were created to spread the word and generate buzz around the race. Promotional materials were also made for the music fest, celebrated all day, and the drag show that followed both events.
All these activities, along with a well-executed communications strategy, enabled a sold out event of 1,000 racers and over 20,000 visitors throughout the entire day. Over $40,000 were raised for True Self Organization, which will help them provide their services and continue advocating for the LGBTQ+ community.
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