“Southern Fried Design-a-thon” report

How 24 hours and two Emma designers helped reinvent a Nashville non-profit’s brand.

On July 24, both Jimmy Thorn and Elizabeth Williams, superstar Emma designers, stepped away from creating email templates and designs for Emma customers and took on a new design challenge.

The trick? This one came with a 24-hour crunch. They teamed with more than 30 other creatives at CoLab Nashville (and several rounds of 5-hour energy drinks) to create a new logo, marketing strategy, website, video package, brochure and social media presence for the Nashville non-profit YouthTurns, a program through Reconciliation Ministries. It’s a group that does tremendous work to serve and support kids whose parents are in prison.

Why do it?

Jimmy loved the challenge. A fresh project, a blank canvas and a zealous group of creatives collaborating. Some good fried chicken and unlimited drinks didn’t hurt either.

Elizabeth was a bit more skeptical. Social Media Club passed along the information, but with tons of deserving causes, why pick this one? But then she attended a meeting where a young boy walked in and tugged at her heart strings. He described his life with both parents in prison, and how Reconciliation Ministries provided a support structure that encouraged him to refuse the life that his parents had chosen for themselves. Today, he’s a college graduate.

How did it pan out?

The pressure was on. The brainstorming sessions began at 11 a.m. Saturday, when Jimmy and Elizabeth split off with a group of six to focus on the name and brand identity. After a brief fire alarm interruption at 5 a.m. and some Jimmy Hendrix breakthrough tunes, they were still going. They still had to finalize the new look of the website.

The whole Design-a-thon team huddled back Sunday morning. Amidst the yawns and snores were satisfied smiles and a sense of accomplishment. After $80,000 worth of donated support and service, this hometown non-profit had a new identity — YouthTurns — plus a communication strategy and hub for donors, mentors and deserving children to access information and contribute to the cause. They had a new, sophisticated logo and brand design. And a new site that entices donors and supporters to stay connected and keep contributing.

And remarkably, the hodgepodge of designers, coders and marketers established a brand with a plan in 24 hours, pushing their boundaries and stretching their creative limits. And now they can more effectively help improve young peoples’ lives, breaking the cycle of imprisonment. Not bad for one night’s wake.

Want to learn more?

You can find opportunities to donate, volunteer or get involved with YouthTurns online. Take a minute to get to know these guys and the fantastic work they’re doing.

GeekforGood.net, CoLab Nashville and Social Media Club Nashville collaborated to make this event happen, so keep an eye on those groups if you’re in the Nashville area and would like to join in next time.

You can also read more about how Emma gives back to our community and to causes we care about here.

What about you? Do you or your colleagues give back with your creative efforts? What’s been your experience?