Daytona. Talladega. Brickyard. The Chase. Switch is no stranger to the borderline-cult sport of stock car racing. For decades, we’ve partnered with everyone from Budweiser, Busch, Target, 5-Hour Energy, Farmland, Dickies and NASCAR itself to rev awareness and sales on the track, at the midway, on digital properties, in retail and in the media. We produce the iconic end-of-season celebration, NASCAR Sprint Cup Series Champion’s Week, in Las Vegas (come see us in 2015!).
Switch blood pumps furiously with NASCAR pride. We revel in the burning rubber, tailgates and camaraderie of the sport, which trails only NFL in U.S. television ratings among professional sports franchises. Talk about a die-hard fanbase.
So when the chance fell in our lap to partner with the foundation of esteemed driver Martin Truex Jr., one of the Challengers in the Chase for this year’s NASCAR Sprint Cup, we jumped on it.
What we found was not only a creative challenge but also a cause that Switch wants to help fight for. Founded in 2007 by Martin Truex Jr. and his long-time girlfriend, Sherry Pollex, the Martin Truex Jr. Foundation (MTJF) initially aimed to help children in need through support of existing charity efforts. Today, the foundation has refocused its mission to serve underfunded research initiatives related specifically to Ovarian and childhood cancers. Tapping into the NASCAR network of fans, partners and corporate sponsors, MTJF has raised, to date, more than $1 million.
To bring to light the updated mission, the Martin Truex Jr. Foundation Executive Director Sandy Plemmons tapped Switch. “Switch’s background in both racing and healthcare made them an ideal partner,” said Sandy. “Martin, Sherry and our board are enthusiastic about this updated logo and feel it will take the Martin Truex Jr. Foundation into the next era.”
Designing for a Cause
This updated logo has many cues on which to focus. Note the use of teal – official color of ovarian cancer awareness, and gold – official color of childhood cancer awareness. These dual cancer awareness ribbons are looped together, signifying the foundation’s dual mission. The side tilt of the ribbons is reminiscent of the bank of a racetrack. You may also notice the feeling of movement – the shading and gradation of the color gives it some forward motion, exemplifying the progress to come in the fight against these diseases.
Sherry, whose own diagnosis of stage III ovarian cancer devastated the NASCAR community in August 2014, has exhibited a positive attitude throughout her treatment. Just 35 years of age, Sherry’s transparency with the racing community about her emotional journey from diagnosis to remission has drawn crucial awareness to the prevalence of Ovarian Cancer. She is a nominee for the Betty Jane France Humanitarian Award, to be presented at NASCAR Sprint Cup Series Champion’s Week in December.
September is a special time for MTJF, as it is the awareness month for both ovarian and childhood cancers. It’s been an honor to bring Martin and Sherry’s vision for the foundation to life through rejuvenated branding. We’re proud of the logo we’ve designed and the updated look and feel of the website. Most of all, we’re proud to partner with them in their fight against these insidious diseases. Visit http://martintruexjrfoundation.org/ to explore the fresh look and find out how you, too, can fuel the fight against cancer.