Galas can often be events where guests attend and donate but quickly forget the specific cause they were there to support. The challenge was to help Aids for Aids leave a special imprint on their attendees’ hearts and minds. Furthermore, because Aids for Aids is a not-for-profit organization, everything needed to be done under a tight budget.


With the word “hero” in mind, NDG thought of characters that, in the face of danger and adversity, display courage and a willingness to sacrifice for the greater good. NDG tied the concept of a hero to all those affected by AIDS, from those who have the disease to their caregivers, families, and donors. 


At the gala, NDG displayed famous phrases and familiar adjectives that described and extolled a hero. A warm color palette and candle light motif created a welcoming environment where guests could enjoy the evening. 


From the beginning to the end of this project, every detail was taken care of, ultimately generating a “wow” effect. Thousands of dollars were donated and the cause stayed at the top of the minds of attendees. The following year, NDG’s role with the gala expanded; it was called upon to design the entire concept and communication strategy of the event.