Despite
the Dark
Brief: Come up with a way to benefit the greater good and bring it to life with $1k within two months.
Insight: Running after dark is unsafe, especially for women.
Role: Art Director
Essence: Caution signs meets Nike. Strong, athletic, unapologetically bold.
Client: Cramer-Krasselt, an internally launched initiative.
Case Study
Phase 1: Develop Brand
We created our brand identity and launched our website.
Visual essence: caution signs meets Nike. Strong, athletic, unapologetically bold.
Phase 2: Signs
We took to the 606 Bloomington trail in Chicago with provocative signs and interviewed men and women on how they felt running after dark.
Phase 3: Buzz
We continued the conversation on our instagram @despitethedark and launched content series around women’s empowerment, running, and safety after dark. There, we spread awareness of our running event on July 23rd.
Phase 3: Run
We found there is power in numbers when it comes to safety after dark. So we launched our first DTD run on the 606 Bloomington trail in partnership with A Sweat Life. Over 50 people joined us on our run and engaged in our conversation pieces.
Phase 4: Beyond
The success of the first run garnered global attention from the media and groups of women wanting runs in their own cities. We began to host monthly runs in Chicago and self defense workshops. In addition, we launched chapters in Sacramento, Baltimore, The University of Florida, and San Francisco.
Though my involvement ended in July 2019, Despite the Dark lives on today.
Additional Team Members:
Paid Social: Jordyn Kerr, PR: Ali Barzyk, & Account MGMT: Gabriella Owen