Design 21: Social Design Network

Good design, writing, branding and advertising make companies astronomically rich— like Nike, with a smart logo and a simple tagline. Or Target and Starbucks with their strong branding, and I've always imagined how our world and our lives could evolve by using this power of creativity.

I was ecstatic to find this site and a whole community of people that share a common belief in the power of design for world growth. Creatives hold a mammoth key to social change, and I have an inner passion to do my part.

So to fulfill my part, I do pro bono work for non-profits and good causes that can't afford to pay for good design. One such charity is Finnegans Irish Amber. Finnegans is a Minnesota beer company that donates 100% of its profits to help end the cycle of poverty. I'm in love with the concept of "beer for charity" — regular people out having a good time can help fight poverty just by choosing Finnegans over another beer brand. That's creative.

For nearly 4 years, I've been a volunteer designer for Finnegans and have helped increase its brand awareness, drive sales and donations which helps fight poverty in Minnesota. I design posters, ads, packaging and more — including creating a "Bottle Cap Fashion Show" to strengthen the brand at their fundraising music event. (That's me modeling the duds.)

Any cause that helps create a healthier and happier world is what I like to work on. Currently, my other pro-bono projects include; working with an Endometriosis foundation, a breast cancer fundraiser and a campaign to promote sober driving. Soon, I'd like to do a campaign on the 'cause and effect' of daily life and an awareness campaign about the unequal education system in the U.S.

And although I love being an Art Director at Periscope, I'm still trying to figure out how to make a living doing pro bono work. If I could click my heels and make a dream come true, I would be sponsored by a company (or person) and just do pro bono design work for non-profits that can't afford it. We all have dreams, right?

I'd love to hear how you use your creativity to help the world grow — drop me a line.

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Melanie has been a designer/art director for over 15 years. She attended Portfolio Center in Atlanta, Georgia and has worked at several top firms in Minneapolis. The awards she has won throughout her career only fuel her passion to work for non-profits and good causes in need of good design. She is currently an Art Director at Periscope, an ad agency in Minneapolis, and she is an instructor at Brainco School of Advertising.