Working pro-bono can free your mind and it will make you a better person and designer, or so they say. When asked to investigate the inner workings of a pro-bono project from conception I found myself asking, why? Why would you undertake a professional-level job without a cash return after you have spent a small fortune, not to mention years of schooling, all in order to get the professional-level job that HAS a cash return? I then started to look at pro-bono as no different then any other client, except for that one part about being free, and began to realize that all the rules and teachings still apply. Any kind of work you will always get something back, even if you do work for free. The process is no different either. There are questions asked. You learn about things you didn’t know before and when the work is done you show the world. Every designer or firm has a different process to their work, so what exactly is that process?
Eric Boelts is the Principal and Owner of Brain Bolts, LLC (2001-Present) and was the Principal and Owner of Boelts Bros. Associates (1986-2001). Brain Boelts is a design firm located in Boulder, CO. The scope of work they create runs from logos and complete identity systems to brochures, web sites to booth designs, advertising to posters. The firm’s client’s function in a variety of fields including technology, healthcare, the arts, aviation and government. Eric was kind enough to lend me his time and insight on his process of pro bono work. Over the years Eric has taken on over 70 local and national notfor-profit agencies and companies with their communication needs, assisting groups including The United Way, Travelers Aid Society and Orts Theatre of Dance, averaging three to six a year. When it comes down to picking projects it used to be Eric would help anyone who asked, but over the last decade he has narrowed his focus to those groups with whom he has a personal connection with or whom someone in the family has a connection. Often times pro-bono takes a backseat to profit, because if he doesn’t make any money he can’t help anyone. By taking on these types of projects Eric is able to have more creative freedom and less client input, something which regular client-based work caters to less. Pro-bono work caters to.
One pro-bono project, AIDS PACT poster, was a labor of love for Eric, his brother Jackson and their partner Kerry Stratford whose brother died of AIDS. They wanted to help an underserved group in Tucson, Arizona who had brought Kerry’s brother, Kenny, hot meals, vitamins and helped support him in many ways. The key problem that they were attempting to solve was that there was a lack of awareness for PACT, condom usage and clean needle use among high-risk populations. The posters were intended to serve the general population of donors and for IV drug users and gay males. They were given the task of address and solving these problems via a poster campaign, something which required an oblique angle, South by Southwest approach.
The first step that Eric takes in any project is research. Initially they spent about ten hours of research time, involving face to face interviews and hard copy reading. After a series of meetings with PACT and considerable research they hit the sketchbooks, which Eric feels usually offer pretty comprehensive roadmaps for the finals. They all sat down and shared a sketch pad between the three of them, passing it around until they had arrived at the concepts for two posters, the approach and the copy. From there they went about creating the artwork and soliciting printing and finally working with the AIDS group to facilitate the sales of the posters.
After the completion of the project the posters were distributed through PACT at fundraising dinners, at the University of Arizona and through other AIDS groups. With client adoration the entire campaign was well received by the at risk population, while shocking some donor-types. The entire campaign was well received by the at risk populations, shocking to some donor-types and client loved them. Once a project is complete Eric generally lets follow-ups take care of themselves, unless there is a need to meet. When asked about the measurement of success Eric responded with, “by how well the creative works for the group and how much fun I had making it.”
At the end of the interview about the AIDS posters I told Eric a quote by Marty Neumeier that says “Design is about getting the right idea, and getting the idea right?” and I then asked him, “So, did you get it right?” and he leaves me with a simple, one word response. Yes.
Design in Motion 