a non-profit start-up seeking to match the energy of the fundraising events and spirit of those fighting cancer daily
[ ruck = exercise activity with roots in military training; includes walking distances with weighted backpack aka 'rucksack' ]
To capture the brand's voice & visuals was to capture the attitude of the diagnosed who wake up to say, "✻uck off cancer!'
With a focus on supporting the day-to-day & being in the trenches where patients need help the most, partnering rucking with a kickass brand attitude was natural.
Ruck Off! events are similar to charity events like 5k's in that participants raise money for a specific cause.
There are t-shirts, volunteers, water stations, all of it.
There are also teams, weighted backpacks, and interesting routes across whatever terrain the location has to offer.
