We were very proud of incorporating the CMYK colors (a design element that has been used throughout our Wheels4Water efforts) and how the poster references our ride south down [the Pacific Coast Highway].
– Justin Ahrens, Rule29
The Wheels4Water charity was founded in 2014 by two creatives and a group of friends who wanted to help fight the worldwide water crisis by hopping on their bicycles to raise funding and awareness. One of those creatives was Justin Ahrens, principal of Chicago design firm Rule29.
In 2015, the annual Wheels4Water ride took Ahrens and the team down the iconic Pacific Coast Highway in California. The 450-mile ride was intended to build support and awareness to fight the global water crisis in the Democratic Republic of the Congo. To commemorate the ride, Ahrens created 1,000 posters; the proceeds from each generated enough money for one person in the DROC to get safe water and sanitation for life.
The 18”-x-24” poster was printed by O’Neil Printing on Appleton Coated Utopia Premium Silk 90 lb. Cover. [Get the Promotion] With references to both cycling and Wheels4Water’s sponsors, the vibrant poster features CMYK colors and subtle production touches, including spot gloss and dull varnishes as well as registered and blind embossing. They proved to be the highlight of the piece.
“The poster was put up for sale at a local design conference here in Chicago, and people were immediately drawn to it due to the varnish and emboss work it features,” Ahrens says. “This is helpful to us to remember when we create further pieces that will be available for direct interaction, as audiences love to see and feel the quality of the finished product.”
You can purchase the poster at wheels4water.org.
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