07/31/2026
Jeff was at a hockey game in Boston with his kids when he noticed something he could not unsee.
The crowd was not very diverse. And the reason was not complicated. Tickets to live games and concerts cost more than most families can justify, which quietly decides who gets to be in the room.
So he decided to do something about it. Equitable Events is a nonprofit where kids who cannot afford to attend can apply for a chance to win tickets to games, concerts, and live events, awarded at random so every applicant has a fair shot.
When Jeff came to us, that was all there was. A conviction and a concept. No brand, no platform, no blueprint.
We started with the logo, because everything else would be built on top of it. We took the two E's, one from Equitable and one from Events, and brought them together until the space between them formed an equal sign. Equality, built into the mark, out of the organization's own initials.
Then we built the platform. A business requirements document first, so we knew exactly how it needed to work before anything was designed. Then UI and UX for every screen. Then development. Then testing on our side, and testing alongside Jeff's team until they could sign off with confidence.
Finally, a custom WordPress site so donors and parents have somewhere to learn about the mission and support it directly.
Projects like this are why we do this work. Some briefs are about growing a business. This one is about who gets to be in the building.
