Sunrise Identity, a Woodinville-based promotional merchandise and marketing firm, was called on by Bungie Studios, developers of Xbox video games Halo and Halo 2, which reacted immediately following the Hurricane Katrina disaster to create “Fight the Flood” Halo-themed T-shirts. All profits from the sales of those T-shirts were donated to the American Red Cross Hurricane Katrina disaster relief effort.

With the help of Sunrise Identity, Bungie was able to have the T-shirts designed and available for shipping in just 24 hours, with credit card order processing online and ready to go almost immediately.

Sunrise Identity¹s speed of turnaround and built-in logistical flexibility meant that there was virtually no gap between Bungie¹s initial idea and the campaign¹s inception ­ ensuring as much money made it to where it was needed, as quickly as possible.

Fight The Flood shirts sold for $19.95 at . To date, more than 11,000 T-shirts have been sold, raising over $175,000 in actual donations.

“Our entire team was immediately excited at the chance to contribute resources and effort towards the hurricane relief mission,” said Sunrise Identity CEO Mitch Mounger. “This fundraising effort resonated with Bungie¹s intensely loyal and technology savvy fans ­ the grass roots response was made possible because of a company willing to leverage the value of its immensely popular brand, a huge group of incredibly passionate and charitable gamers and a number of people who worked hard to execute orders.”

“Without Sunrise ‘s expertise and infrastructure, Bungie’s idea could have simply become a good intention with no result. Thanks to Sunrise , we were able to turn that idea into a real effort, and take advantage of the tremendous generosity and kindness of the Halo gaming community to do some solid, measurable good,” said Pete Parsons, studio manager at Bungie Studios.

“We thank our employees and vendor partners, many of whom worked extra hours and weekends to meet demand. This was a team effort ­ Bungie Studios, Halo fans, Sunrise Identity ­ and it feels good to help the people affected by these storms any way we can,” added Mark Lynch, senior vice president of Programs and Fulfillment at Sunrise Identity.

By Zen Chi

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