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    The LIVESTRONG Summit was a three-day conference designed to organize, educate and empower more than 600 grassroots cancer advocates. The collate… Read More
    The LIVESTRONG Summit was a three-day conference designed to organize, educate and empower more than 600 grassroots cancer advocates. The collateral and environmental graphics for this event were created with this mission in mind. Read Less
LIVESTRONG Summit, 2006
Austin, Texas
The LIVESTRONG Summit launched in 2006 as the Lance Armstrong Foundation’s cornerstone event for connecting grassroots activists, survivors and policy and health care leaders. The objective was to train and empower a core group of delegates to drive action on behalf of cancer survivors from local communities to international forums.
Brainstorming sessions focused on unmet needs of cancer survivors, while keynote addresses by Lance Armstrong, Elizabeth Edwards and John Kerry inspired the delegates thatthey, too, could rise to meet the challenges ahead. The Foundation’s constituents were not only inspired and motivated by these speakers, but also by fellow cancer survivors in attendance. The creative direction for this event was developed with this in mind.
Project deliverables included a comprehensive brand for the LIVE
STRONG Summit including event identity, environmental graphics, a main stage design, attendee package including binder and inserts, support collateral, booth graphics and conference credentials. The result was an immersive experience that transformeda nondescript convention center space into an inspiring center of grassrootsactivism.

The Austin Convention Center, the location for the 2006 LIVE
STRONG Summit, called the Foundation to find out who had so successfully transformed the venue so that they could refer future event planners to this outstanding resource.
Lance Armstrong welcomed everyone to the inaugural LIVESTRONG Summit in 2006.
Elizabeth Edwards shared her story of her battle with breast cancer.
We felt that all the attendees—survivors from across the nation and Canada—should feel welcomed by LIVESTRONG and not the Austin Convention Center. We started branding the space by transforming the registration area with portraits of survivors in the windows flanked by highlighted impact statements from our manifesto.
Some of the portraits featured attendees who were present at the conference. This welcome area became a gathering place for new and old friends alike. The printed scrims on the window did double duty as shades against the Texas sun.
We continued to brand the areas of the convention center that our event occupied. Here, our manifesto lined the pillars in our signature yellow and key wayfinding graphics help attendees find their sessions.
More environmental graphics helped brand the space at every opportunity.
Survivors visited the LIVESTRONG booth between sessions to find out more about the organization and the services we provide. This was also an opportunity for staff to share any collateral or resources the survivors needed.
At registration attendees received a comprehensive toolkit, binder and shoulder bag. The binder and its contents enabled the creation of personal action plans inspired by the conference sessions.
All location photography © Kreutz Photography.