NKF of NC Kidneyville Cruiser
A State of Better Kidney Health
Overview
The main objective of The Kidneyville Cruiser project was to provide the National Kidney Foundation of North Carolina, along with its participating sponsors, a vehicle for spreading awareness of kidney disease throughout the state of North Carolina, and for arming those unfortunately afflicted with kidney disease, more information on how they can still live a healthy and fulfilling life. Originally approached to only design the outside trailer graphics, it was quickly identified that the project also needed a creative solution for the inside exhibit walls. Through further discovery, the project goals and objectives evolved into providing a strategic solution for creating the overall attendee experience, from initial external viewing of the trailer, to stepping within the mobile informational exhibit, and to participating in kidney screenings inside the trailer’s custom medical kidney screening room.
Out of the identified project goals and objectives, the project theme, approach and strategy were developed through the concept of The Kidneyville Cruiser, a representation of an idyllic fictional North Carolina town where all of its residents with kidney disease lived healthy, long and enriched lives. This idyllic town was a metaphor for any North Carolina town, and thus the concept of The Kidneyville Cruiser representing the entire state of North Carolina was formed. The main positioning of The Kidneyville Cruiser became “Discover Kidneyville, A State of Better Kidney Health” and all of the creative direction was established from that point of view.
After this 48-foot trailer arrived at a North Carolina event venue, it slid, rotated and revolved into this mobile informational and screening unit. Sweeping stylized views of the North Carolina landscape, from the coastline through the Piedmont and up the the highest peaks of the mountains, were created to adorn the exterior and catch the eye of event attendees. Every square inch of the exterior was designed to accurately display the “Discover Kidneyville, A State Of Better Kidney Health” message, as the trailer traveled down the highway in its in-transit state, and them seamlessly display the same at a venue, after it transformed into its in full venue expansion state.
Designed to look like storefronts that you might find in a fictional North Carolina town, every interior wall displays information about kidney health. From a Harbor Master storefront along the coast to a Hardware Store in the Piedmont to a Ranger Station nestled in the mountains, every square inch of floor, wall and ceiling were used to provide attendees with a full atmospheric engaging experience, as they learned more about kidney health.
Full views above of the passenger, front and driver side exteriors created for The Kidneyville Cruiser, in its full venue expansion state.
Full view of the exterior back and entrance into The Kidneyville Cruiser, as viewed during its Grand Opening event, complete with Sidney the Kidney, Mayor of Kidneyville in attendance.
Detail view of Sidney the Kidney, Mayor of Kidneyville illustration created for the project.
Full view of final art schematic for Sidney the Kidney, Mayor of Kidneyville statue created for the project and displayed inside the main entrance of The Kidneyville Cruiser.
Detail view of the Founding of Kidneyville, NC entrance column, adorned with Sidney the Kidney, Mayor of Kidneyville statue.
Full view of final art schematic for an interior National Kidney Foundation of North Carolina display wall.
Partial view of NKF of NC and sponsor display walls within The Kidneyville Cruiser interior. Also visible are the added atmospheric details on the non-display walls, floors and ceilings.
Detail view of a NKF of NC display wall within The Kidneyville Cruiser interior.
Additional partial view of NKF of NC and sponsor display walls within The Kidneyville Cruiser interior, as well as, added atmospheric details on the non-display walls, floors and ceilings.
Detail view of the registration and donation kiosk within The Kidneyville Cruiser.
Recognition
- 2009 BMA ProAd Award, Gold, Non-Profit
- 2009 International Davey Award, Silver, Specialty Item
Credits
- The Kidneyville Cruiser, Advertiser
- National Kidney Foundation of North Carolina, Client
- Lyerly Agency, Ad Agency
This work was created in collaboration with other team members while I was Senior Art Director at Lyerly Agency.
All work samples displayed in this online portfolio reflect work that Kevin Brindley performed exclusively, unless otherwise noted above.
