Brassroots AKademy (BRAK) was started to solve a growing problem. Young boys don’t have good, or any, male role models. It’s a growing problem and one that BRAK is set out to solve. My job was simple but not easy: Create a Brand Identity for a non profit that stands out, and doesn’t suck like most non profit identities.
Logos, colors, 501c3 documents, sponsor documents, flags, merch, and patches were all things we wanted to use to make this stand out as not your typical non-profit. Brassroots also hosts and event twice a year called Grass and Brass that allows the boys they mentor to come out, learn new skills, and be around like minded role models that can set good examples.
Just because it’s a non-profit doesn’t mean it has to be boring. We’re scrappy, light on our feet, and make shit happen. The way to do this is thinking about every touchpoint they may have with someone, and having something that shows the brand in that moment. Flags with sponsor logos around the event grounds. Merch that everyone wears that also helps raise extra money for the event and organization. Including a shirt that just can’t help but get attention, in a brilliant but simple way…
Video is a great way to show what everyone missed out on. I made this promo video for the event, showcasing the fun, the non-profit, and making people feel jealous they didn’t come. Community is rare and people will do a lot to be a part of one. BRAK uses that to their advantage.