Our work with Café Momentum began four years ago when the program consisted of monthly pop-up dinners and a goal of one day having a brick and mortar restaurant to call home. Now, that restaurant is a reality, and we were there to extend the brand to its full capacity.
For the restaurant, we created the signage, the menus, folio prints, and all promotional materials leading up to the grand opening. We also create promotional materials, T-shirts, labels, and whatever else may be needed for continued events within and outside of the restaurant.
The unique challenge here has been to not only create the look of a cutting-edge, fine-dining restaurant, but to always keep top of mind the unique offering of Café Momentum. In case you haven’t been, Café Momentum is a nonprofit restaurant in downtown Dallas that works solely with post-release youth, providing jobs and life skills for their success in adulthood. Through a year-long internship and ongoing case management, those who graduate from Café Momentum drop the expected recidivism rate from a staggering 41% to just 12%. It’s incredible work from the simple idea of breaking bread.
In fact, working with Café Momentum and seeing what it means to have two extremely separate businesses and audiences under one roof is what sparked the idea for Brass Tacks Collective in the first place. We owe our existence to this fantastic client and continue to see to it that their brand always looks as incredible as the organization itself.
The Big 12 Conference comes to Brass Tacks Collective through our collaboration with LDWWgroup. While our work for the Big 12 spans all sports and student-athletics, each year is punctuated by the annual Football Media Days. The Omni Hotel in Dallas becomes college football central for two days in July where the media interviews coaches and key players for the upcoming season. From 70′ screens to 30’ tall window art, it is our biggest event by sheer size alone.
Our role in Football Media Days evolves from initial concepting early in the year to production work with printers to stage management and event support. Our work is broadcast on FOX Sports, captured in photography by the biggest publications, and envied by rival conferences.
Through our ongoing relationship with the Big 12 Conference, we’ve been able to capitalize on the challenges presented with such a large-scale event in an even larger hotel. We have come up with creative ways to utilize the space (sometimes even sharing a floor with the annual Mary Kay convention), brand effectively, and give the players and spirit squads a warm and special welcome. Even the media coverage displaying our work isn’t as rewarding as the students themselves telling us how much they look forward to the event. We assume it’s not just because they get free food.
When the Commit! Partnership first looked to brand itself, they came to imc2 to participate in Weekend of Love—a two-day, pro-bono effort by the agency to fulfill a need for a nonprofit. It was during this weekend that the logo and brand was birthed under the creative direction of Keisha Whaley. This nonprofit’s primary focus is education for Texans from early childhood to career. Through work with educators, businesses, and state legislation, they are able to implement programs and practices to make college and a career a reality for all Texas children.
When the conversations began around what Brass Tacks Collective could be, Commit! was eager to be an official client, aligning with the education aspect of the business. Over the course of the year, the projects have grown to support Commit’s full agency needs. Larger projects have included the Impact Report (Commit’s Annual Report that includes information on student performance and progress), the Extra Yard for Teachers Summit and unveiling of the Teach DFW campaign, and the annual Scorecard event in the spring. Big ideas without the big price tag – that’s Brass Tacks Collective at work.
We all know the adage, “you get what you pay for.” Heck, when it comes to advertising and marketing, industry behemoths pay millions to have A-List actors appear in studio-quality commercials or to trademark a shade of blue to reserve it from the rest of the world. There are agencies made just for those clients, but Brass Tacks Collective isn’t one of them.
We believe that all businesses deserve great work and the visibility in the market that comes with it, regardless of whether they have access to millions of dollars. We understand that startups, nonprofits, and local organizations all have high needs, but low budgets. We strive to be the ones that see to it that their brands, materials, sites, and social presence can compete with the big leagues.
Through the collective, we can offer almost any service. Here’s a sampling of what that looks like:
Shout out to Grant Guidry for his collaboration with our team to produce this awesome video featuring the winners of this year’s Shorty Awards!