Crush It for Cancer was a large-scale fitness fundraising event designed specifically for women and held at the Infinity Convention Centre. The event needed an identity that felt energetic, empowering and fun while still keeping the fundraising mission front and centre. I developed the event name, “Crush It for Cancer,” along with the visual identity and supporting collateral, creating a cohesive brand that could carry across the event’s promotional and on-site materials. The creative direction was built around the energy of the fitness experience and the audience it was designed to bring together, while giving the fundraiser a memorable personality of its own. From the initial concept through to the final applications, I brought the event brand together into a visual experience designed to motivate participation and make an impact.