Picture this: In just one day, a not-for-profit gets a new logo, fresh publicity materials, or architectural design by a professional for FREE. It’s probably hard to envision - free design work is most often provided by budding designers developing skills. The work usually has a much slower turnaround because the volunteer designer has to juggle other commitments. So how is this scenario possible?
What if a professional designer pledged to spend one day working closely with a community not-for-profit to accomplish a specific goal? The designer would be giving back to the community in an efficient and fulfilling way. He or she would have the opportunity to network with local organizations and community members. Of course, there’s that extra perk that it feels great to help others. It’s a win-win. A phenomenal idea. But most impressively, it happened.
The Charlottesville Community Design Center pictured it and then brought it to life. On Oct. 1, I participated in the 3rd annual Charlottesville Design Marathon. 10 community not-for-profits were matched with local design teams. I was paired with seasoned graphic designer Jim Gibson of Gibson Designs and we worked to create a poster and directory for VOCAL Virginia, an organization that advocates for mental health patients and ex-patients.
Several client review meetings meant we got lots of real-time feedback on our design. Photo by Andy Franck
Working alongside a seasoned professional was an amazing way to learn. Aside from learning some new InDesign tricks, I was able to see how a professional approaches the design process from start to finish. Jim didn’t rush right into the design. Instead, he asked the client questions to flesh out exactly what the organization was trying to accomplish with the materials they had requested. In doing, VOCAL was pushed to clarify their mission in a way they never had before. I saw how much influence a designer can have on an entire organization, and how important it is to make sure the client isn’t waiting for a design to provide magical direction for the future.
I think the fact that the event was branded as a marathon was one of the main reasons for its success. The organizers dressed up in running gear, provided sweatbands for the designers to wear, and kept Eye of the Tiger playing on a loop through most of the day. It was fun. They also worked hard to make it feel like a big deal, equivalent to the accomplishment of completing an actual marathon. The event ended with a champagne toast and reception. Designers presented their work to the crowd, and we had the opportunity to feel recognized and important. This was especially nice because design work usually takes place behind the scenes.
Business cards! These designers were more prepared than I.
I think this mutually beneficial model would be successful in other communities, and I’m eager to start spreading the word about this great concept for creating sustainable social impact.
