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2019
Peer-to-Peer Signature Event Development
The concept reimagines what a walk for cancer can look like—more party than procession, with thousands of people walking together to light up the night. I helped shape the brand identity, tone of voice, and messaging to feel urban, modern, and full of momentum. The name itself—PM Walk—plays off both the time of day and the Princess Margaret connection.
With music, lights, and a celebration along the route, the event turns the city into a shared space for hope and action. The goal is big: to conquer cancer in our lifetime—and have fun doing it.