When it comes to the design process, teamwork is a key component.
This will be very apparent during the 2018 Creative Day for Social Good (CD4SG) to be held Oct. 18-19 in Guelph and Kitchener.
The annual 24-hour creative ‘blitz’ will provide more than 20 non-profit organizations with free design and marketing expertise by combining the creative talents of Conestoga College graphic design and public relations students and industry professionals, such as freelance designer Rawbie Thring.
Thring, who has been involved in this event since 2014 and last year acted as an art director leading a team of students, says it’s a great way for them to learn.
“The students love the challenge and have to produce,” he says. “They always leave saying how much they loved collaborating with the pros and working in a real-world situation.”
That is exactly what inspired Shayla McGuire, a second-year University of Waterloo Global Business and Digital Arts student, to volunteer at last year’s event.
She led a team of graphic designers, a copywriter and an account manager, in creating new marketing materials for United Way Waterloo Region Communities, one of 18 non-profit groups nationwide that applied and were selected to take part.
“The thing that stand outs for me as an important learning moment, is the fact that when a highly effective team is formed, the design process really comes together in an almost inexplicable way,” she says.
Strong teamwork also forms the foundation of the CD4SG event which Capacity Canada co-ordinates in partnership with not only Conestoga College, but with Alchemy Systems in Guelph. The design firm provides space for the creative teams to work for two days, but also many of its art directors and account managers volunteer to guide the students.
As well, Manulife staff also lend their expertise as art directors and account managers.
However, this year additional professional support and space for teams will be provided by the design firm Him And Her at their Kitchener office.
Capacity Canada’s Matt Miller, who has spearheaded CD4SG since its inception, is excited by the idea of adding a second design firm in the mix.
“Him And Her is a topnotch design and development studio made of award-winning talent that will host an additional number of teams at their new state-of-the-art offices,” he says. “And the more teams we have, the happier charities we will have.”
Erin Martin, Him And Her co-founder and creative director, says her studio wants to use their design skills to help others and getting involved with CD4SG is the perfect fit.
“We truly had the pleasure of working with Capacity Canada on other initiatives, witnessing first-hand the impact they as an organization make,” she said. “We truly believe in the power of giving back. It’s inspiring.”
Alchemy Systems Executive Director Terry McGuire agrees and says the success of the 2017 event clearly showed the need for expansion.
By shutting down its office for two days, Alchemy Systems was able to host 125 volunteers, including 65 students, and assisted 18 non-profit organizations. More than $100,000 worth of pro bono design and marketing work was completed for these groups.
“During that event, I couldn’t help but think, ‘How can we possibly do more than this?” he says. “The answer was to expand the ‘Creative Day’ by franchising it; getting another studio involved. I’ve been socializing this idea for nine months and thanks to the efforts of Capacity Canada, we now have another local agency/studio taking it on. It’s like a dream come true.”
Martin says many members of the studio’s graphic design staff are Conestoga College graduates and have had already the opportunity to participate in the 24-hour blitz model as either students, or team leaders.
“Collectively, we’re excited to share this experience with the rest of our team and make it something we can be proud of as a company,” she says.
This year, Miller says having an additional studio taking part will mean more than 20 non-profits will benefit and that even though the deadline for applications doesn’t close until Sept. 7, he has already fielded inquiries from groups in Ontario, British Columbia, Alberta and Manitoba.
Prior to the 24-hour event, the design teams will be meet in advance with those selected in effort to determine their exact needs and begin mapping out a strategy.
Thring says he’s not surprised so many non-profits wish to take part considering the calibre of work they receive back.
“In 24 hours, a team can create a professional level brand, or marketing materials, for them at no cost,” says Thring, adding many non-profits do not have the resources to develop these materials. “Then in a week or so, they have all new materials, like a website, that simply rocks and puts them ahead of the competition.”
For students like Shayla, who says she wishes the event could be expanded to her school, getting the opportunity to work with real clients is very valuable.
“It’s a lot of work but it allows you to give back to charities by doing what you’re skilled at,” she says. “As a student, it helps you form connections with creative professionals and gives you, more important than ever, real-world experience.”
Miller says the reaction from the charities when the scope of the design work is unveiled on the second day of the event makes CD4SG very special.
“The charities are overwhelmed by both the quality and quantity of the work they receive,” he says. “Many teams add things they think the client needs, over and above what the client has requested.”
The Creative Day for Social Good will take place Oct. 18, with the unveiling taking place on Oct. 19. For more information, please contact Matt Miller ([email protected]) or visit https://capacitycanada.ca/creativeday/.
