The Goal

Friends of Howard Moore, LLC, was established to help raise funds to cover medical and rehabilitation expenses for Howard Moore — a member of the University of Wisconsin men’s basketball team from 1990 to 1995 and an assistant coach for the team from 2005 to 2010 and again from 2015 to 2019 — and to provide financial stability for his 12-year-old son. When the organization asked us to help them create a visual identity, organize an event, enhance the attendee experience and facilitate solicitation, “yes” was the only possible reply.

A challenge like no other

In May of 2019, Moore and his family were hit head-on by an oncoming vehicle that crossed the center line. The accident took the lives of Moore’s wife and nine-year-old daughter, with his son sustaining minor injuries and Moore himself receiving serious burns. While recovering from his injuries back home in Madison, Moore then suffered a heart attack that left him significantly disabled.

A solid game plan

As a basketball player for the Wisconsin Badgers, Moore had worn jersey #34 on the court; it was only natural to build the identity and messaging for the event around the number that he had so solidly made his own.

Putting it all together

Renowned chefs from local restaurants (A Pig in a Fur Coat, The Harvey House, The Edgewater, L’Etoile) developed custom menus to support the event, while a California winery with Wisconsin connections (Hamel Family Wines) donated three distinct varietals to round out the fare. Current and former Wisconsin Badgers coaches, teammates and broadcasting personalities took the stage to celebrate Moore as a man, recounting his journey and the impact he’d had on their lives.

An undeniable win

We also developed a website for the event that served as a portal for both promoting the event and soliciting financial support. The number of current and former UW luminaries who pulled together to support their former teammate, coach and colleague made it abundantly clear that there was more to Moore than what he left on the basketball court — and the generosity of those in attendance took the final tally for the event well above the rim.

Once a Badger, always a Badger

Long a part of Wisconsin’s rich heritage, the American badger is a fierce, tenacious, loyal animal and very protective — especially when it comes to family.

We were honored to be able to help Friends of Howard Moore prove above all that as an athlete, a coach and a mentor, Howard Moore had done more at the UW than merely gain the love and respect of Badger Nation — he made an indelible impact on a community that stops at nothing to help one of its own.

And it’s never too late for you to make an impact of your own: To help Friends of Howard Moore with their continuing mission, please visit domoorefor34.com.