What is Brand Aid?
One night. One nonprofit. One brand.
Brand Aid is Franklin Creative Club’s annual creative sprint for good.
Each year, we bring together a curated team of local strategists, writers, designers, web builders, and content creators to do in one evening what would normally take weeks: build a clear brand foundation and launch-ready digital presence for a nonprofit in our community. The goal is to remove the financial barrier to high-quality branding so nonprofits can focus on their mission.
This is not a workshop.
It’s not a panel.
It’s not just a conversation about what could be.
It’s a working room.
In just a few hours, teams collaborate to deliver the essentials a nonprofit needs to communicate clearly, build trust, and grow its reach, including brand messaging, visual identity, a basic brand guide, a simple website, and supporting content.
What Brand Aid Includes
During Brand Aid, FCC members work across focused teams to create:
Brand positioning and messaging
Audience definition and value proposition
Homepage and website copy
Logo direction and visual identity
Color palette and typography
A basic brand style sheet
A simple, mobile-friendly website
Photo, video, and social-ready content
The process is intentionally fast-paced and collaborative, with a structured run of show that moves from strategy to breakouts to a final reveal.
Why We Created It
Many nonprofits are doing meaningful, life-changing work without access to the kind of branding and digital tools that help them grow.
Brand Aid exists to close that gap.
It’s our way of putting the Franklin creative community’s skills to work in a practical, generous, lasting way. It also reflects what Franklin Creative Club is all about: not just gathering creatives in the same room, but rallying them around a shared purpose. Brand Aid was designed from the beginning to become a signature annual initiative serving a different nonprofit each year.
Our First Brand Aid
The inaugural Brand Aid, on March 30, 2026, supported Veterans Health + Wellness Alliance, a Tennessee nonprofit helping Veterans recover holistically from chronic health issues, mental wellness struggles, crisis, addiction, trauma, stress, and nutritional deficiencies through integrative, multidisciplinary solutions at no cost to them.
Their team made it clear that their website would need to speak primarily to donors, while still reflecting deep care for the Veterans they serve. They wanted the organization to feel trustworthy, compassionate, patriotic, hopeful, and bold, and emphasized a guiding truth they had heard from a Veteran they served: Veterans don’t care what you know until they know that you care.
That clarity shaped the work from the start.
What We Accomplished
In one night, FCC volunteers came together to build the core tools VH+WA needs to grow its reach and tell its story more clearly.
By the end of the evening, the nonprofit received:
A clarified brand message
A stronger donor-focused positioning foundation
A visual identity direction
A basic brand guide
A launch-ready website framework
Content to help support future storytelling and outreach
Those outcomes align with the intended Brand Aid deliverables defined in the playbook: logo system, color palette, typography, messaging framework, basic brand guide, and launch-ready website.
What’s Next?
Brand Aid is now part of Franklin Creative Club’s long-term vision: a repeatable annual initiative where local creatives use their professional skills to serve one nonprofit each year.
This first event proved the model.
When a creative community aligns around a meaningful cause, powerful things can happen quickly.
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