ATTENTION BRANDS: Purpose is Required

by Greg Doyle

Boston youth design original purpose-driven brand posters. Click here to see the designs.

This blog is a follow-up to Youth Designers Take Action Around Purpose-Driven Brands.

Earlier this summer at District Hall in Boston’s Seaport District, 55 Boston teens participated in an interactive, hands-on workshop on “Purpose-Driven Brands,” as part of Youth Design, a leading Boston-based nonprofit that supports urban youth on their journey towards a career in the creative economy. During the workshop, students were introduced to the concept of purpose-driven brands and the increasing impact they are having on both society and the marketplace.

The workshop proved useful for the students who were asked to participate in Cause Consulting’s Youth Designers Take Action (YDTA) poster competition. Youth Design student and workshop participant Kyle Whitley indicated that “The YDTA workshop has influenced my work by showing me how collaboration is key for great ideas.” This year’s competition asked students to research and select a purpose-driven brand and design a poster with original messaging and visuals to convey their brand’s purpose.

Which brands caught students’ attention? Large brands such as Google, Lego, Dove and Disney were contrasted by smaller players, such as Warby Parker and My Sister, an apparel company that strives to create a world where all girls and women are empowered to live free from a life of inequality and sex trafficking. However, identifying a purpose-driven brand was only one aspect of the challenge. Students were then asked to utilize their design skills to convey how their brand of choice is positively impacting society. Both elements factored into the eventual judging process.

On Thursday, August 18, 2016 team members from the social impact strategy firm Cause Consulting announced the winners of the Youth Designers Take Action competition at Youth Design’s year-end showcase held at MassArt’s Design and Media Center. See below for the top winners and click here to view all of the designs from the competition.

1st Place, Ethan Lornager

Chosen Brand: My Sister

mysister

T-2nd Place, Kyle Whitley

Chosen Brand: Nike

nike

T-2nd Place, Cassandre Tercina

Chosen Brand: Disney

disney

4th Place, Brando Pimentel

Chosen Brand: Home Depot

home-depot

 

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