Raise money to help schools in the Philadelphia area.
Help raise awareness for the thriving restaurant community in Philadelphia.
Help people have fun.
Play off of boxing as a fun and ownable theme for Philadelphia and a brawl.
Diving deep into the concept, we created an authentic typographic system that harkens back to the hand-drawn posters from boxing’s heyday. The base illustration takes the iconography of boxing and brings it back to the cause at hand—take off the gloves, put on the apron. With a boxing ring at the center of the festivities, our BB girls MC’d and managed the event.
We raised awareness for the schools in need.
We met our financial goals.
Bobby Flay won.
We started a new tradition.