Capital Area Food Bank
Providing Food and Opportunity to Go
Challenge
To move food into position for Capital Area Food Bank’s neighbors in need, a fleet of delivery trucks crisscrosses the DMV region every day. From 50-foot tractor-trailers to 12-passenger cargo vans, CAFB has 57 mobile billboards to draw attention to the food bank's critical mission and wide-ranging services. The trucks were sporting outdated, wordy graphics that did not reflect the organization’s branding. Eighty2degrees was asked to develop a system of new super-sized graphics to create awareness and action as CAFB’s trucks roll out daily.
Approach
Our goal was to create visuals for CAFB’s trucks that would quickly grab a viewer's attention and inspire them to reach out while also suggesting positive outcomes to a serious issue affecting the DMV community. This meant creating artwork that was brighter and more energetic than the previous design. To represent the diversity of the area’s population, we selected six images to rotate through on the truck sides. CAFB’s tagline became the featured content for both sides of the truck, overlaying a rich, dark green background with CAFB’s signature line illustration and halftone pattern elements. The back of each truck features a supporting headline and calls to action for the viewer sitting in traffic behind the truck.
