Derby Day is the annual fundraising event for PWSACO (the Prader-Willi Syndrome Association of Colorado) and one of the most beloved traditions in their tight-knit community. For nearly two decades, the event had thrived on the loyalty of its supporters: donors who showed up every year, gave generously, and genuinely cared. The problem wasn’t engagement. It was growth. Their existing community was fully tapped — and without a way to reach beyond it, the event had hit a ceiling. They needed to cross over from a beloved insider event into a premier Denver derby experience that could compete for attention, tickets, and sponsorship dollars alongside the city’s best.

This is our third year collaborating with Derby Day, and each year we’ve helped the event grow bolder. We started with a comprehensive competitive analysis of Denver’s derby entertainment landscape, identifying the white space where this event could own its own lane: a high-production charity party with a unique venue, a mission worth celebrating, and an experience no other event in the city could replicate. From that strategy, we built a full event brand system — cohesive year over year, but with a distinct annual theme that makes each edition feel like a collector’s item. Deliverables included event branding, copywriting and messaging, website design, posters, tickets, Derby Dollars, sponsorship packets, event signage, mailers, slideshow presentations, custom cornhole boards, photo booth materials, t-shirt design, custom glassware, and a suite of original illustrations commissioned to capture the venue and spirit of the event. The 2026 edition marks the 20th anniversary of PWSACO’s Derby Day, celebrated with a brand new color palette and commemorative design system built to honor the milestone while setting the stage for the next twenty years.