![logo and brand imagery Défi Foly](https://static.wixstatic.com/media/5cbdd4_929a63e6fe8d4b8b833cb6bc1f63d037~mv2.jpg/v1/fill/w_980,h_450,al_c,q_90,enc_auto/HEADER-DEFI-FOLY.jpg)
Client:
Association ALC
Missions:
Logo Design
Visual identity + Branding
Marketing Strategy
Art Direction / Wording
Advertising Campaign
Web Design
Social Medias Contents
Community Management
Country / Year:
France / 2018
Agency:
Downtown
DÉFI FOLY
Riding skis, a snowboard or a monoski, the goal of this crazy competition is to cross an alpine lake, gliding above a 2°C (35°F°)! Established in 1987, this mythic event has since been organised at every end of the ski season in La Clusaz. However, the lack of graphic identity and communication slowly melted the interest of the sponsors, riders and public for the Défi...
The 2018 edition, organised by a new event committee triggered the creation of a new graphic universe : logo, brand assets, wording, advertising campaigns, webdesign, social media, merchandising, signage...
It is with a strong concept, using offbeat humour, inspiration from the 80's, and all the potential of the social networks, that we reached our goals: brand recognition, 2018 event advertisement, sponsors, participants and volunteers attraction...
![Direction artistique et graphisme, studio Downtown Lyon](https://static.wixstatic.com/media/5cbdd4_040cf48f4229498587e73d515906a026~mv2.jpg/v1/fill/w_134,h_105,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_040cf48f4229498587e73d515906a026~mv2.jpg)
![advertising slogan wording Downtown Agency](https://static.wixstatic.com/media/5cbdd4_a79d40e8015f4327935c8a8151f30f0f~mv2.png/v1/fill/w_75,h_88,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/slogan-defi-foly-agence-graphique-Downto.png)
>LOGO
![iphone mock-up branding by Downtown agency](https://static.wixstatic.com/media/5cbdd4_fe2bd6e3a6b942ba9bf8b2301cdaf844~mv2.jpg/v1/crop/x_0,y_142,w_3000,h_1837/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-IPHONE-DEFI-FOLY-1_1.jpg)
![water background brand assets defi foly](https://static.wixstatic.com/media/5cbdd4_683551af1bbb4de6b806840168513ba9~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/FOND-EAU-DEFI-FOLI.jpg)
![waterslide event promotion advertising](https://static.wixstatic.com/media/5cbdd4_01db5b405868436d928c0c12fc0f31cc~mv2.jpg/v1/crop/x_0,y_93,w_2610,h_1598/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/IMG_3993-(1)_edited.jpg)
>GRAPHIC ASSETS
![illustration réalisée pour l'affiche de l'évènement](https://static.wixstatic.com/media/5cbdd4_3ec5a2691a594a2aa27e20b150212b34~mv2.jpg/v1/fill/w_147,h_86,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_3ec5a2691a594a2aa27e20b150212b34~mv2.jpg)
![graphic assets defi foly by downtown design](https://static.wixstatic.com/media/5cbdd4_17f4d5c4454141a990fae17de6f32623~mv2.jpg/v1/crop/x_0,y_139,w_3000,h_1836/fill/w_115,h_70,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/charte-graphique-defi-foly-by-downtown-d.jpg)
![web banner ipad mock-up downtown advertising](https://static.wixstatic.com/media/5cbdd4_7ab6ce7047344abeacc85f3d14175de6~mv2.jpg/v1/crop/x_281,y_330,w_2537,h_1556/fill/w_115,h_71,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-IPAD-DEFIFOLY-1_1.jpg)
![graphic assets colors branding défi foly](https://static.wixstatic.com/media/5cbdd4_8e0eb74bb37d49f3acaf8c5f50e3b799~mv2.jpg/v1/fill/w_125,h_118,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/COULEURS-DEFI-FOLY-1_1.jpg)
![illustration monoski downtown designs](https://static.wixstatic.com/media/5cbdd4_07b479fdfeb645bd8b929dd797fba7dd~mv2.png/v1/fill/w_57,h_50,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/MONOSKI-DEFI-FOLY.png)
![photo filter brand imagery defi foly by downtown graphics](https://static.wixstatic.com/media/5cbdd4_516db5030f7f43948e6ddb105d26c9a9~mv2.jpg/v1/fill/w_114,h_78,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/COULEURS-DEFI-FOLY-1_2.jpg)
![ski on water advertising campaign defi foly](https://static.wixstatic.com/media/5cbdd4_87aa31f01f134230a3c6892819de70bf~mv2.jpg/v1/crop/x_238,y_129,w_1570,h_1092/fill/w_115,h_80,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/70594213_2365846550355191_59718225839165.jpg)
![Typographies et polices de caractères de l'identité visuelle](https://static.wixstatic.com/media/5cbdd4_f3563d9e033b42e5b389a28efa600355~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_f3563d9e033b42e5b389a28efa600355~mv2.jpg)
>WORDING & VISUALS
![Visuel clé de la campagne publicitaire du Défi Foly par le graphiste freelance Downtown à Lyon](https://static.wixstatic.com/media/5cbdd4_9d7b1c3ef1464e7d8f2de5043ba22f25~mv2.jpg/v1/fill/w_111,h_105,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_9d7b1c3ef1464e7d8f2de5043ba22f25~mv2.jpg)
![Slogan & typography design for the event advertising campaign and branding](https://static.wixstatic.com/media/5cbdd4_eebc81f482e148d5b61156798bbb30e9~mv2.png/v1/fill/w_100,h_96,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/slogan-campagne-publicitaire-branding-identite-visuelle-defi-foly-agence-Downtown-Lyon.png)
![advertising slogan by downtown creative](https://static.wixstatic.com/media/5cbdd4_3fb96b1e7bef41d09d03418c65c1a85f~mv2.jpg/v1/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/ACCROCHE-DEFI-FOLY-1_2.jpg)
![magazine advertisment mock-up design](https://static.wixstatic.com/media/5cbdd4_da3f273df70940b882784972add0a626~mv2.jpg/v1/crop/x_0,y_142,w_3000,h_1837/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-MAGAZINE-DEFI-FOLY-1_1a.jpg)
![t-shirts creator graphic designer Downtown](https://static.wixstatic.com/media/5cbdd4_1ed9f6069ae54bbd900b76a9032c1d36~mv2.jpg/v1/crop/x_0,y_55,w_1934,h_2269/fill/w_115,h_135,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/57852427_2261970690742778_65036717943842.jpg)
![poster défi foly graphic studio Lyon](https://static.wixstatic.com/media/5cbdd4_a75ea5c4f2fb4373b28750dd7cb4ce4e~mv2.jpg/v1/crop/x_789,y_0,w_1408,h_1837/fill/w_115,h_150,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/ACCROCHE-DEFI-FOLY-1_1.jpg)
![Posts sociaux et création de contenus digitaux pour le community management](https://static.wixstatic.com/media/5cbdd4_23d2710ff67244f29eefc78215ec07ba~mv2.jpg/v1/fill/w_147,h_110,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_23d2710ff67244f29eefc78215ec07ba~mv2.jpg)
>WEB & SOCIAL
![social media web agency Downtown graphics](https://static.wixstatic.com/media/5cbdd4_b01ec00caba84090895d5474847feaad~mv2.jpg/v1/crop/x_0,y_320,w_4000,h_2449/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-MOBILE-APP-DEFI-FOLY-2_1.jpg)
![webdesign website defi foly downtown webdesigner](https://static.wixstatic.com/media/5cbdd4_23655cf5841e4011b6b84d8d2e71abd3~mv2.jpg/v1/fill/w_127,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-WEBSITE-DEFI-FOLY-2_2.jpg)
![Digital communications agency Downtown Lyon](https://static.wixstatic.com/media/5cbdd4_2184d35f338340f7b661f5085c467044~mv2.jpg/v1/crop/x_0,y_20,w_816,h_1351/fill/w_97,h_160,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_16_jp.jpg)
![Downtown, graphic designer and print and web artistic director](https://static.wixstatic.com/media/5cbdd4_3d4c7805c15843f7bc2fb54b06c9fbf5~mv2.jpg/v1/crop/x_0,y_21,w_1087,h_1786/fill/w_97,h_160,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_13_jp.jpg)
![Community management and web content creation](https://static.wixstatic.com/media/5cbdd4_a69b7b0aa20341b09d1322f8af35cd38~mv2.jpg/v1/crop/x_0,y_30,w_1087,h_1791/fill/w_56,h_92,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_7.jpg)
![Design of a sticker for the brand's social networks](https://static.wixstatic.com/media/5cbdd4_e1a33341b38c409c858571bc257572cc~mv2.jpg/v1/crop/x_0,y_12,w_1087,h_1800/fill/w_68,h_113,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_1.jpg)
![Creation of content for the Défi Foly's social networks](https://static.wixstatic.com/media/5cbdd4_866928465935459e80f17e737dbb0a07~mv2.jpg/v1/crop/x_0,y_24,w_1087,h_1796/fill/w_182,h_300,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_5.jpg)
![Instagram post for social marketing](https://static.wixstatic.com/media/5cbdd4_6f511057f5254f0f9327d44abdb71ca2~mv2.jpg/v1/crop/x_0,y_30,w_1087,h_1791/fill/w_182,h_300,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_4.jpg)
![Design of a visual for community management](https://static.wixstatic.com/media/5cbdd4_e8ff378c8a7d4eb7aa485c0c7e98fded~mv2.jpg/v1/crop/x_0,y_36,w_1087,h_1796/fill/w_53,h_87,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_3.jpg)
![Creation of the logo and branding for the print and digital communication of the event](https://static.wixstatic.com/media/5cbdd4_c074ebb0c284480fa568510fb3106d0a~mv2.jpg/v1/crop/x_0,y_36,w_1087,h_1786/fill/w_134,h_220,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_15_jp.jpg)
![T-shirt design to promote the event](https://static.wixstatic.com/media/5cbdd4_551da490903b446aa655d7757ed26a33~mv2.jpg/v1/crop/x_0,y_42,w_1087,h_1791/fill/w_121,h_199,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_9.jpg)
![Graphic design and artistic direction for the Défi Foly](https://static.wixstatic.com/media/5cbdd4_29bd290a8e7d46d18fe583603254e455~mv2.jpg/v1/crop/x_0,y_36,w_1087,h_1796/fill/w_97,h_160,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_12_jp.jpg)
![Web marketing and web art direction for the Défi Foly](https://static.wixstatic.com/media/5cbdd4_3c31af7527c143cb8fe3a3d49779fa38~mv2.jpg/v1/crop/x_0,y_114,w_1087,h_1772/fill/w_92,h_150,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_14_jp.jpg)
![Digital illustration for the event's social networks](https://static.wixstatic.com/media/5cbdd4_cd60b87722264c38aca76bf55ab094a9~mv2.jpg/v1/crop/x_0,y_31,w_816,h_1331/fill/w_184,h_300,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_18_jp.jpg)
![Web banner created for the Défi Foly](https://static.wixstatic.com/media/5cbdd4_a1f3731ecdc040a4b3f02ec63f58ea82~mv2.jpg/v1/crop/x_0,y_22,w_816,h_1344/fill/w_146,h_240,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_17_jp.jpg)
![Advertising slogan and digital editorial design](https://static.wixstatic.com/media/5cbdd4_79094a838d0d4ebe850386c92cd2cb12~mv2.jpg/v1/crop/x_0,y_32,w_1087,h_1796/fill/w_151,h_250,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/MOCK-UP-POST-INSTAGRAM-DEFI-FOLY-1_6.jpg)
![Presentation mockup for the event's social network contents](https://static.wixstatic.com/media/5cbdd4_6e4a7ab253a14b18a280b636bef32299~mv2.jpg/v1/crop/x_449,y_397,w_3379,h_2072/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-INSTAGRAM-DEFI-FOLY-1_2.jpg)
![Creation of visuals for the communication of the event on social networks, web graphics Downtown Lyon](https://static.wixstatic.com/media/5cbdd4_3e23b6ab83654fccafb3334ba3765b80~mv2.png/v1/fill/w_83,h_151,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/BASE-IPHONE-WHITE.png)
![](https://static.wixstatic.com/media/5cbdd4_240e3a86ca8a44f8a555c9a2282b9eb2f000.jpg/v1/fill/w_59,h_105,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_240e3a86ca8a44f8a555c9a2282b9eb2f000.jpg)
![Creation of graphic content for the brand's social networks, freelance graphic designer Downtown Lyon](https://static.wixstatic.com/media/5cbdd4_3e23b6ab83654fccafb3334ba3765b80~mv2.png/v1/fill/w_83,h_151,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/BASE-IPHONE-WHITE.png)
![](https://static.wixstatic.com/media/5cbdd4_48184ad6b4b340e787dfe7dc2e2180adf000.jpg/v1/fill/w_59,h_105,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_48184ad6b4b340e787dfe7dc2e2180adf000.jpg)
![Design and creation of digital content for social networks](https://static.wixstatic.com/media/5cbdd4_3e23b6ab83654fccafb3334ba3765b80~mv2.png/v1/fill/w_83,h_151,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/BASE-IPHONE-WHITE.png)
![](https://static.wixstatic.com/media/5cbdd4_482c226ef744438382f124e0785444b3f000.jpg/v1/fill/w_59,h_105,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_482c226ef744438382f124e0785444b3f000.jpg)
>MERCHANDISING & MORE
![logo wall design defi foly](https://static.wixstatic.com/media/5cbdd4_e434f281b7454934a9fc20995051ebe2~mv2.jpg/v1/crop/x_0,y_43,w_2500,h_1531/fill/w_147,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/PHOTO-WALL-DEFI-FOLY.jpg)
![Logo and branding on a paper cup for the event promotional branding and advertising campaign](https://static.wixstatic.com/media/5cbdd4_6b22cd1229f54acb88bc3302a9a55d04~mv2.jpg/v1/crop/x_68,y_396,w_2069,h_1379/fill/w_105,h_70,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/CUPS-branding-DEFI-FOLY.jpg)
![personalised iphone cases design freelance downtown](https://static.wixstatic.com/media/5cbdd4_64617d8ba3e6475fb92b5cbbb7d6650f~mv2.jpg/v1/crop/x_51,y_85,w_2903,h_1934/fill/w_105,h_70,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/MOCK-UP-COQUES-IPHONES-DEFI-FOLY-1_2.jpg)
![Spectators and public attracted by the event's communication](https://static.wixstatic.com/media/5cbdd4_d57db5ca99eb4e9ca41d6e02a6910622~mv2.jpg/v1/crop/x_441,y_0,w_1389,h_1667/fill/w_125,h_150,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/49330467_2205960213010493_60027934126993.jpg)
![Design textile du logo sur un accessoire promotionel](https://static.wixstatic.com/media/5cbdd4_ce48b67d7b994096892536792a271a8c~mv2.jpg/v1/fill/w_127,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/5cbdd4_ce48b67d7b994096892536792a271a8c~mv2.jpg)
![show designer DJ](https://static.wixstatic.com/media/5cbdd4_8e53823b3d994f188f9c2f9b4fb89303~mv2.jpg/v1/crop/x_81,y_0,w_2844,h_1896/fill/w_135,h_90,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/PAPER-BOAT-DEFI-FOLY-2.jpg)