While there’s nothing funny about Parkinson’s disease, the use of humor can be a powerful tool to raise awareness and funds. That’s the idea behind this tongue-in-cheek brand identity that we created for an annual Parkinson’s fundraiser in partnership with the Brian Grant Foundation. Besides the title, we also crafted written communications, invitations, press releases, event graphics, posters and a website for the event. The event brought in all kinds of A-listers like Brian Grant, Pat Riley, Michael J. Fox, Muhammad Ali and Raphael Saadiq. More importantly, it raised a big chunk of money to advance Parkinson’s research.