Pink Bows Foundation: New Brand Identity

The Pink Bows Foundation was founded in memory of Madison Alexis Dubiski, who tragically lost her life in the 2021 crowd crush at the Astroworld Festival. Madison’s family established the foundation to honor her legacy and to inform the world that such tragedies are preventable and should not happen again. Initially focused on raising awareness, the foundation’s mission evolved to include a broader scope: crowd safety education, mental health at events, training and certification for event organizers.  

As the foundation’s mission evolved, it needed a new identity to effectively communicate these expanded goals. 

We had two months to design and develop a new brand for the foundation which included: 

• The design and development of a new website 

• The development of new messaging to help the foundation better communicate its expanded mission 

The balance between the playful and “over-the-top” pink—which was Madison’s favorite color—and the professional design was key to capturing the mission of the Pink Bows Foundation. This design choice honors her memory while creating a dedicated brand space to the serious issue of crowd safety.  The pink elements reflect Madison’s vibrancy, kind-hearted nature, and youthful spirit, while the other aspects of the design speak to the services and efforts of the foundation that inspire credibility and trust.  

In addition to the visual design, we focused on crafting new messaging that compellingly communicates and advances the foundation’s work and inspires desire for action and empathy. 

We delivered messaging and a website that successfully elevated the foundation from a local initiative to a credible and influential voice in the advocacy for crowd safety, with the ability to drive meaningful change on a global scale. The new website: 

• Has significantly raised the foundation’s profile, helping it capture the attention of event organizers, industry professionals, and the public.  

• Has become a go-to resource for education, outreach, and advocacy, offering valuable tools and information to help event organizers enhance safety measures.