Runway for Charity Branding

As the Design 1 Fashion Event matured into a major fundraiser and a highlight of the local fashion scene, its sponsor base expanded too, signaling the need for a name change that could carry the brand into the future. Conduit pitched a new name — Runway for Charity — that conveyed the event’s purpose as a fundraiser for the Helen DeVos Children’s Hospital, established its status as a major fashion show, and changed the hierarchy to focus on the purpose of the event instead of a single sponsor. The new name and identity have helped build awareness about the organization and propelled it to unprecedented success, more than quadrupling their fundraising in just one year.