Color Harmony: Packaging

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Avon Walk for Breast Cancer

Endless Possibilities Productions, Inc.

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The Avon Walk for Breast

Cancer is an annual, two-day,

39-mile walk that takes place

in several cities throughout the

nation to raise money for breast

cancer research.

The participants are mainly those who have been personally affected

by breast cancer, either as survivors or loved ones of survivors and

victims. This event seeks to bring these people together to share the

experience and to work toward a common goal. The advertising and

design campaign is focused on the participants, highlighting their

commitment to the cause and solidarity with fellow walkers to raise

funds and awareness for the fi ght against breast cancer.

Santa Monica–based design fi rm Endless Possibilities Productions, Inc.

(EPOS) worked with JNR8 Advertising in 2004 and directly with Avon

in 2005 to create a cohesive and effective brand identity that was both

comforting and inspiring. Creative director Gabrielle Raumberger took

an intuitive approach to the design process. By listening to the needs

of the client and the goals of the project, she let her “creative intuition

fi nd the solution.”

With just two weeks to submit the initial design concepts, the EPOS

team came up with ten ideas that were narrowed down to a single

fi nal concept. Days later, a photo shoot was scheduled, cast, and

completed, with the fi rst ads going to press the following week.

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Design for Special Events

such a short time frame for approvals and execution, the design

team faced a signifi cant challenge, especially when considering the

vast size of the campaign. It included a four-part national ad campaign,

counter displays, brochures, posters, postcards, direct mail, handbooks,

T-shirts, invitations, forms, event signage, a website, and email blasts.

The look of the campaign was created by pairing a warm color palette

with striking photography. The color pink, used throughout campaign

materials, was coupled with a warm green meant to convey heart

and healing. Photos by celebrity photographer Isabel Snyder captured

both the vulnerability and spirit of the participants. She shot the

participants on a well-lit, plain background in order to capture their

true essence and glorify them and their contribution. For the second

year, the photos were taken during the walk, as she literally pulled

walkers off the path into the photography tent, capturing the walkers

at their most vulnerable and determined.

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Case Study: Avon Walk for Breast Cancer

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Design for Special Events

The campaign was feminine, and dynamic, and sent a message that

was full of optimism and humor. Its slogan began with the single

word “great” used in conjunction with other terms to create messages

that were often funny, encouraging, or celebratory. On many T-shirts,

the slogan started with “great breasts” followed by one of a series

of subheads such as, “saved by a mammogram,” “I’m walking to save

them,” and “with great breasts comes great responsibility.” Shirts

designed for men read, “I’m a Breast Man walking for the cause.”

Over the next year, the campaign grew and shirts were designed

with more hopeful messages, including “great courage,” “great

bond,” “great hope,” and “great weekend.”

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