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empax.org
Branding, graphic design and advertising are usually not associated with non-profit ventures. Non-profits have to compete at the same level as everyone else in the marketplace, and they need to avail of the same expertise available to everyone else. 

Empax is one such graphic design firm, who work for non-profits. In their own words "We create media, sites and other tools that our clients can operate and expand on their own, thereby offering the most cost-effective solutions available. Long after our client work has ended, these tools will continue to empower our clients’ communications as their organizations grow and evolve." 

Empax is exemplary. They work 'exclusively for The Good Guys'. They usually work for clients, but if they feel strongly about a cause, or sense a design opportunity, they work on it on their own too. The logo and visual language to them, is a way to represent an abstract concept to people. Good causes need to be communicated well to people, to translate into positive action. Non-profits need design strongly, as they depend on donors, and other factors beyond money. 

You can see a list of who they work with here. There's the pro bono work they did for Israeli President Shimon Peres. They created two booklets concerned with the Israeli environmental situation, and 32 specific actions the President could take to reach specific environmental targets. The President has adopted their points, and putting recommendations into practice.  

There are numerous other case studies such as Sound, Hunts Point, and Hide And Seek. They deal with health, education, sustainability, social action, community building, and more. You can also take a  look at Al Gore's Alliance for Climate Protection. 

Of course the question on everyone's mind is: Is doing such work economically viable for them, because at the end of the day, we all have to eat. They do charge their clients, but as they also have to pay rent and salaries, they are happy if anyone would like to sponsor their work. Sponsorship enables them to charge their clients less, and gets you a mention on their donor roll. They are on the look out for talent (=people) and they need stories (=clients).

Empax appears to have taken design beyond colour and form, to its new role, and probably an essential one for the future. If design is to continue empowering humankind tomorrow, it has to rise to the challenges of today. And they aren't just about choosing the right typeface anymore. 

Its challenging for graphic design or advertising to translate into any kind of social or behavioral change. (not including consumerism) How many 'save the trees' posters actually save trees? If graphic design can nudge positive social change or empowerment, then its breaking new ground.

By Armeen Kapadia
 


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