We started by meeting with the National Kidney Foundation team to learn more about website objectives and discuss how the event has worked in past years. We also researched similar events, with a focus on non-profit fundraisers and galas to explore how other organizations were successfully promoting events. After the discovery phase, we began to brainstorm an overall theme that would get attendees excited to attend. Most recently, we selected the theme “Kidney Ball Live,” paying homage to Stadium Rock and other immersive, live music experiences. We quickly converted the theme from a mood board to a comprehensive brand. Next, we began website development: building the sitemap and wireframe, then proceeding to design and copywriting. We also created marketing materials such as an event brochure and additional signage, and virtually every public-facing component at the event. Our team also met with kidney transplant recipients and donors to film firsthand video testimonials — sharing their stories to spread awareness. The videos were shown the night of the event as well as at Capital One Arena during halftime of a Washington Wizards game.