Longtime Lexington supporters of the Susan G. Komen Race for the Cure may have noticed a difference in the breast cancer group's promotional materials this year.

The organization got a major boost when Lexington's Fusioncorp Design donated its services to produce billboards, fliers, T-shirts and so forth.

"They have hearts of gold and are ready and willing to step up to any challenge," said Mary Allison Belshoff, executive director of the Susan G. Komen affiliate in Lexington. "They do it in such a giving and wonderful manner."

The projects had a personal connection for Fusioncorp principals and creative directors Daniel Boone and Tim Raymer. Boone's mother is a breast cancer survivor, as is Raymer's grandmother.

But beyond that it "was more a community giving aspect," Raymer said. "We like giving back to the community at any level possible."

Boone and Raymer offered a colorful flair in designing the new materials for the 15th annual race to be held Oct. 15.

"We wanted to show an active campaign with movement and the positive aspects of getting involved in the race," Boone said.

For Susan G. Komen's Lexington affiliate, the in-kind donation meant no longer having to rely on the national organization for design assistance.

"It lets us really tailor-make these to Lexington," Belshoff said.

"Everything they've made is really fresh and really exciting," she added. "They've made our materials so beautiful that I feel like it's very feminine and strikes at the core of the cause that these breast cancer survivors are beautiful."

And the material introduced some new features, such as a QR code to allow mobile devices to scan the image and then be sent to the race registration page.

"They said, 'We can make you a QR code," Belshoff recalled. "I said, 'Only if you make it pink.'"

And so it is.