Take three seasoned designers, steep in seven years of collaborative experience. Mix in two photographers and one calligrapher, blend until smooth. Let the project team work for two weeks researching and creating. When ideas come to a boil, remove from heat and reduce by half. Fold in all content. Allow to simmer, skimming off unnecessary fat. Serve and enjoy. Yield: $100,000 for the Friends of Dana-Farber.