Joseph Robert, chairman and CEO of J.E. Robert Companies, founded Fight For Children in 1990 as a way to help underprivileged children gain access to quality education and healthcare. Fight Night, the organization’s annual fundraiser is widely recognized as one of the most successful in Washington, DC—so popular, in fact, that few attendees realize that the event is a benefit. Working closely with Fight For Children, Alexandria, Virginia-based Grafik set about to rectify the situation; the result is a visual identity that's easily translated across media. Reminiscent of 1930’s fight posters, the look-and-feel was applied to an event logo, an oversized direct mail poster and an informative microsite. Not only was the event sold-out well in advance but donations increased significantly.