Background:
The Upstate Heart Ball focuses on raising funds for cardiovascular research, education and advocacy programs. This black-tie event is an annual fundraiser with a unique twist of inviting quests to wear their favorite hats. In 2009, DNA approached AHA to provide the creative design elements for the 2010 Upstate Heart Ball brand along with promotional materials and invitations.

Goals:
To develop a distinct and memorable name and brand for the Upstate Heart Ball that will be used for years to come. To build interest and excitement for the 2010 Upstate Heart Ball to attract a "sell out" attedance and maximize AHA's fundraising goals.

DNA Results:
DNA created the new name and logo...Hats off to Hearts...for AHA. With this new event branding, tremendous interest has been generated for the 2010 Upstate Heart Ball and the event's planning team has secured significant sponsorships and donations despite a difficult fundraising environment. The final total raised at the 2010 Heart Ball was $192,000, which is $30,000 more than was raised in 2009!