How the 24 Foundation Effectively Lifted Its Image in the Community

*Centerfold is a proud partner of Front Office Sports.

Inspired by Lance Armstrong’s triumphant defeat of cancer, one Charlottean decided to take matters into his own hands by spawning the 24 Foundation. The organization now uses 24-hour, non-competitive cycling and walking events open to all levels of ability as a way to raise money for cancer navigation and survivorship.

It began when Spencer Lueders, Founder of 24 Foundation, yearned to make a difference in the cancer community. Lueders became the first person to bike the famed south Charlotte Booty Loop for 24 hours. Only three miles long through the affluent South Charlotte Myers Park neighborhood, Lueders knew his commitment would be beneficial.

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In 2017, the organization underwent a rebrand through the likeness of Centerfold Agency, also located in Charlotte, N.C. The rebrand positioned 24 Foundation to be more visible among other cities across the country.

“As an organization, it was important that we ensure each city hosting an event felt ownership of it, rather than feeling like an extension of Charlotte,” said Ann Marie Smith, communications and marketing director, 24 Foundation.

Previously known as the 24 Hours of Booty, the organization’s name did not have much significance outside of Charlotte. Giving a less localized name ensured others in various communities understood its mission.

“24 Foundation has grown to include Indianapolis as well as past events in Baltimore and Atlanta,” said Smith. “Event participants fundraise, and the foundation disperses those donation dollars to our local beneficiaries in each community as well as the national beneficiary, LIVESTRONG.”

The rebrand allowed 24 Foundation to shift its focus and clarify its mission: To inspire and engage communities to make an immediate impact on the lives of those affected by cancer. Without this mission, the foundation’s cause of providing cancer navigation and survivorship to those affected would not exist.

“Commonly, 24 Hours of Booty was thought of as an event to raise money for a cure or cancer research,” said Smith. “However, the rebrand gave us an opportunity to clarify our focus on cancer navigation and survivorship rather than research.”

Now completed, the rebrand keeps the legacy of 24 Hours of Booty alive. Maintaining the foundation’s signature colors and refreshing the logo, allowed them to achieve a modern look while embarking nationally and staying true to their roots.

“One of our favorite things that Centerfold has done is to create both a centralized 24 Foundation brand look and feel,” said Smith. “As well as cleverly modifying brand elements to match each city that we’re in.”

Elements of the live events boast hand-drawn backgrounds highlighting key elements of the host city. For example, Charlotte’s social graphic background embodied the Queen’s Crown and Indianapolis’s 24 Indy, embodied checkered flags.

Smith says these designs are intentional and pose a personal connection to the host city. The local elements, along with biking and community, bring together a wholesome and impactful experience.

“Everything they have created for the new 24 Foundation look is cohesive while weaving in local elements of fun,” said Smith.

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Smith sums up the rebranding and repositioning as a great opportunity to tell their story better. The story of 24 Foundation has remained the same since its inception, but with the help of the professionals and a national outreach, the work shines through.

“Our mission has always been to provide aid to those going through a cancer diagnosis and treatment as well as support to family members affected,” said Smith. “But the rebrand gave us the platform we needed to shift from an event-focused to a more mission-focused narrative.”

*Centerfold is a proud partner of Front Office Sports.