Color Harmony: Packaging

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AFAN AIDS Walk

CDI Studios

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Each year, Aid for AIDS of

Nevada (AFAN) organizes its

AIDS Walk fund-raiser, a widely

supported and successful event

in the Las Vegas community.

In 2007, the event was emceed by Penn and Teller, the famed

comedian-magicians and Las Vegas regulars, who served as a big

draw for potential attendees. The event proved so successful that

they far surpassed the $400,000 fund-raising goal by raising $520,000.

For the past fi ve years, CDI Studios of Las Vegas has donated its services

for the AFAN AIDS Walk fund-raisers, creating the concept, design, and

producing all promotional materials. This included: registration and

donation cards, brochures, postcards, print advertising campaigns,

posters, signage, merchandise, and even a television ad. The design

team wanted to create a fun and welcoming environment that would

embrace and reach a diverse group of participants. They were able

to accomplish this by creating yearly themes with a singular message

of “collectivity.”

Using the slogans, “Everyone Walks” and “Tied Together” and

associateed imagery, CDI tried to communicate the idea that this

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Design for Special Events

disease affects everyone and that the only way to combat it is to fi ght

it collectively. Beginning with the 2004 walk, they used a pedestrian

crosswalk “walking man” icon, which served as a way of connecting

people through familiar imagery while reinforcing the message.

Furthermore, by often showing the “walking man” on a backdrop of

the Las Vegas strip, the imagery is grounded within the community,

driving home the idea that this disease affects Las Vegas, too.

This “walking man” evolved over a fi ve-year period, but feeling that

it had run its course, in 2007, a new design focused on a new image

of a series of people shown from the calf down wearing a variety of

shoes tied with red laces, mimicking the red AIDS awareness ribbons.

The campaign features a wide array of shoe types—everything

from stiletto boots, to running shoes, to roller skates, and combat

boots—symbolizing the diversity of people affected by HIV and AIDS

and powerfully combined with the “Tied Together” slogan. Red

shoelaces were also offered as a giveaway with the hope of creating

a consistently recognizable symbol in the same vein as the rubber

bracelets used by many nonprofi t campaigns.

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Design for Special Events

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