24 Hours of Booty is kicking off the New Year with a new brand and logos. The 24-hour charity event in Charlotte will still be known as 24 Hours of Booty, but the organization has been rebranded as 24 Foundation.

“This is the same great organization and event, but with an exciting new vision,” said Spencer Lueders, founder of 24 Hours of Booty, now known as 24 Foundation. “It’s an incredible time for the organization as we head into our sixteenth year of making a difference in the lives of those affected by cancer. I’m thrilled to be along for the ride and part of this important cause that will always to be near and dear to me.”

As part of the rebrand, 24 Foundation created a new mission and vision:

·       Mission: We inspire and engage communities to make an immediate impact on the lives of people affected by cancer.

·       Vision: Cancer navigation and survivorship for all.

“We are very excited about our organization’s rebrand as 24 Foundation, which enables us to expand our partnership opportunities to further impact the local and national cancer community,” said Mallory Walsh, executive director of 24 Foundation. “Through our new approach, we will be changing the path of cancer navigation and survivorship, and ultimately providing these outstanding services for all.”

Adds Nick Irwin, principal at Centerfold Agency, which designed the rebrand identities and elements, “The refreshed identities for the 24 Foundation and 24 Hours of Booty support the overall momentum that the organization has created over the past fifteen years. While these visual brand elements are new, all designs pay tribute to the legacy and history of 24 Hours of Booty while reflecting the mission moving forward.”

New features of 24 Foundation and 24 Hours of Booty identities and elements include:

·       Colors that are consistent with the former brand to continue to evoke the energetic spirit that is well known in the communities in which they are involved.

·       A refreshed “rider” icon pays homage to the original rider with a streamlined design that encompasses the active nature of 24 Hours of Booty, while creating opportunities for simple brand application.

·       A custom typeface – Mile One – was created to complement the style of both identities to express the brand beyond the icons.

24 Foundation will also implement a new revenue model with non-event income sources including: annual donor legacy gifts, planned giving options, stock options, appreciated assets and outside grant assistance. In addition, 24 Foundation will host its signature fundraiser – the 2017 24 Hours of Booty charity event – in Myers Park from 7:00PM Friday, July 28 to 7:00PM Saturday, July 29. Registration for the 16th Annual 24 Hours of Booty opens at 8:00AM on Tuesday, Jan. 24. This year’s event will also feature a kids’ ride and a walk. For more information, visit www.24foundation.org/register.

About 24 Foundation

24 Foundation is a registered 501(c)(3) non-profit charity located in Charlotte, North Carolina with a mission to inspire and engage communities to make an immediate impact on the lives of people affected by cancer. Its purpose is to increase public awareness, funds and support for organizations dedicated to cancer navigation and survivorship, including: Carolinas HealthCare System’s Levine Cancer Institute, Levine Children’s Hospital, the Keep Pounding Fund, Brain Tumor Fund of the Carolinas, Queens University of Charlotte, Wind River Cancer Retreats, GoJenGo Foundation and the LIVESTRONG Foundation. 24 Foundation provides charity non-competitive cycling and walking events – in Charlotte, N.C., Baltimore, MD., and Indianapolis, IN – that are safe, fun and open to all levels of cycling and walking abilities. For more information, call 704-365-4417 or visit www.24foundation.org.

About 24 Hours of Booty

24 Hours of Booty is a non-competitive charity cycling and walking event on Charlotte’s famed “Booty Loop” in Myers Park. Since 2001, more than 17,000 participants have raised $17 million to support local and national cancer navigation and survivorship programs and services. The 16th Annual 24 Hours of Booty will take place Friday, July 28-Saturday, July 29, 2017. For more information, call 704-365-4417 or visit www.24foundation.org.

Get updates and the inside scoop about 24 Foundation and 24 Hours of Booty on Twitter at @24foundation, on Facebook at http://www.facebook.com/24foundation and on Instagram at https://instagram.com/24foundation/, and at Snapchat at TWENTYFOUR_FOUNDATION