PARKINSON’S FOundation
Moving the community to take the lead
With amped-up energy and a focus on personal achievement, the launch of Parkinson’s Revolution signals that this is not your grandfather’s fundraiser.
Services
Naming
Messaging
Visual Identity
Brand Guidelines
Art Direction
Naming
Messaging
Visual Identity
Brand Guidelines
Art Direction
Ultravirgo project team
Marina Csomor
Patrick Durgin-Bruce
Benjamin Tuttle
Collaborator
Neto Almanza
Marina Csomor
Patrick Durgin-Bruce
Benjamin Tuttle
Collaborator
Neto Almanza
BACKGROUND
As Parkinson’s disease continues to affect millions of people around the world, the Parkinson’s Foundation asked us to help launch a new signature fundraising event, focused on indoor cycling, with the challenge of engaging a younger audience.
THE BIG IDEA
This is not your grandfather’s fundraiser.
Building on our identity for their successful Moving Day walks that raise millions of dollars per year, we started by naming the indoor cycling event Parkinson’s Revolution – describing the pedaling motion while also inspiring a sense of collective action. With a strategy based on individual achievement, we amped up the energy through a cool-black look and boldly-lit photos that signal that it is not your grandfather’s typical fundraiser.
We communicated the energy of the event through a custom photoshoot of Parkinson’s volunteers, helping direct a commercial, and creating graphics for event-day experiences that embody the high-energy tone.
Watch the PSA, directed by Neto Almanza
IMPACT
The first Parkinson’s Revolution event – held simultaneously at Flywheel locations in 7 cities and in living rooms around the country – doubled its fundraising goal.
