BRAND STRATEGY • BRAND IDENTITY • COLLATERAL • DIGITAL DESIGN • CREATIVE WRITING
The Design Industries Foundation Fighting AIDS (DIFFA) raises awareness and grants funds to organizations that provide treatment, direct care services, education programs and advocacy for individuals impacted by HIV/AIDS. Founded in 1988, DIFFA KC brings together volunteers from our design community to further this work in Kansas City. Willoughby was asked to contribute creative support by branding and creating promotional materials for ShowKC, their largest fundraising event. ShowKC features an auction of items designed by dozens of local artists with proceeds benefitting local HIV/AIDS awareness, education, and prevention.
The marketing objective was clear: attract a new audience of attendees and supporters, appeal to its base of longtime supporters and most of all, make it fun, loud and proud.
Designers are colorful as a rule so we created our own cast of colorful characters to represent the vast Kansas City community of artists, makers, entrepreneurs, philanthropists, donors and doers that could be used in invitations, promotions, social and digital forms.
