Promotion & Marketing Design Awards 2017: Pro Bono Promotions

The HOW Promotion & Marketing Design Awards is the only award that specifically recognizes the best promotional design. View the winners in the pro bono promotions category of the 2017 Awards below, and subscribe today so that you can go behind the scenes with the top winners as soon as the printed issues lands in your mailbox in September. 

Outstanding Achievement Winner in the Pro Bono Promos Category

T.R.I.P. Album + Beer Launch

pro bono design


photo by Erin Genett

Design Firm Adam Ritchie Brand Direction, Boston; | Creative Team Adam Ritchie, campaign concept/execution/audio composition; Ben Holmes, brewer; Raul Gonzalez, illustrator; Jesse James Salucci, interactive/audio composition; Leesa Coyne, videographer; Erin Genett, photographer; Rishava Green, Matt King, audio composition; Benny Grotto, Nick Zampiello, audio engineering/mastering; Abigail Taylor, event management; Kyle Stearns, coding | Printer Reid Label & Digital Graphics | Clients The Lights Out, Aeronaut Brewing Co. | Details For the first time in the history of music and beer, an agency had a band and a brewery launch the first studio album ever released on a beer can. The project used design in a new, creative way to bring back the physical aspect to new music discovery in a unique place: the beer shelf. The pro bono work generated more than 100 million impressions and caused the product to sell out.

Merit Winners in the Pro Bono Promos Category

1. 2016 Luminocity Invite

pro bono promotions


Design Firm Ellen Bruss Design, Denver; | Creative Team Ellen Bruss, creative director; Ken Garcia, art director; Emily Fitzgerald, designer | Client MCA Denver | Details EBD’s annual Luminocity Gala invite featured artist Ryan McGinley’s bold and visceral art, plus die-cut frames to achieve a Polaroid look inspired by the imagery shown in the exhibit.

2. After Dark Gala Invitation

pro bono promotions


Design Firm Fifth Letter, Winston-Salem, NC; | Creative Team Elliot Strunk, art director; Valecia Hopper, Lyn Fonzi, Jan Badger, designers | Printers Keiger Graphic Communications, Sir Speedy | Client A Brighter Path Foundation | Details To get invitees excited about the spy theme of A Brighter Path Foundation’s annual After Dark Gala and 80th Anniversary Celebration, Fifth Letter created antiqued spy dossiers, which were highlighted, stamped and assembled by hand.

3. AIGA Philly 35th Anniversary Poster

pro bono promotions

Design Firm SK Designworks, Philadelphia; | Creative Team Soonduk Krebs, art director/designer | Printer Perfect Communications | Client AIGA Philadelphia | Details An old-fashioned drafting method with visible grids was used to represent the progress from analog to digital for this poster to commemorate AIGA Philadelphia’s 35th anniversary.

4. Changing the Tune Brand Book

pro bono promotions


Design Firm Publicis Seattle, | Creative Team Andrew Christou, chief creative officer; Scott Fero, creative director; Patrick Toste, Lucas Fuentes, designers; Ricky Fischer, studio design director | Client KEXP | Details Publicis Seattle evolved KEXP’s iconic equalizer logo by streamlining the four bars and adding a crisp, modern font, and then building brand guidelines using Seattle-specific band records and snippets of the art culture KEXP is proud to support.

5. Development Toolkit and Documentary

pro bono promotions


Design Firm 50,000feet, Chicago; | Creative Team 50,000feet, art direction/design; About Face Media, photography | Client Peace Care | Details To help Peace Care share a compelling view into the work they do, both 50k and Peace Care were awarded a Sappi Ideas that Matter grant that led to the development of a communications toolkit designed to provide maximum flexibility in the field.