StoneArch Creative offers annual rebranding free of charge for chosen charity.
Employees at a Minneapolis marketing company take the concept of working overtime to the next level by putting in all-nighters to help nonprofit groups.
For the fourth year in a row, the staff at StoneArch Creative put their regular work on hold to spend 24 hours developing a new identity, website and social media strategy for a charity for free. Dubbed the RedEye Rebrand, it’s part of the company’s effort to give back to the Twin Cities community.
This year’s beneficiary was One Heartland, which provides camp and recreational experience to youth and families facing serious issues such as HIV and homelessness. Founded in 1993, the organization has provided camp experiences to 12,000 campers.
StoneArch’s 40 employees did a complete rebranding for One Heartland, a project that normally takes three months and thousands of dollars.
Getting selected was a huge windfall for the charity, which operates on a tight budget and otherwise wouldn’t be able to afford such work, said executive director Patrick Kindler. Having a new website will help them attract more volunteers, donors and campers.
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StoneArch, which handles marketing for healthcare companies, kicked off the pro bono marathon at 9 a.m. April 13 and worked all night to finish the project. To keep them going, they had ping pong, nap rooms, games, food breaks and, of course, lots of coffee.
Not only does RedEye Rebrand go toward a good cause, it also helps the marketing staff hone their skills and work together quickly to execute great ideas. It also keeps them fresh.
The company solicits charities and posts the finalists on its website for voting to choose the winner. Last year, RedEye Rebrand benefited Magic Arms for the World, which helps children with neuromuscular conditions.
Other beneficiaries have included The Bridge for Youth, which provides lifesaving services to youth and families in crisis. After launching its new website, the organization gained national attention and support, including $100,000 from the Fidelity Foundation and $10,000 from Lady Gaga.
