Monthly Archives: January 2017

Making an Impact in 2016

Wow. 2016 was a bit of a doozy, eh? For all it’s ups and downs, we are #grateful because, when it comes right down to it, it was another year in which we got to do the work we love with people who care. The collaborative and creative relationships we cultivate with our clients are what make for the most inspiring outcomes.

Just because we are a small agency (and proud to be so) doesn’t mean we don’t think BIG. So when a BIG opportunity came to us out of Dallas we were thrilled—not only for a chance to do work on a national level, but to be involved in work with a lasting impact. Southern Methodist University’s Embrey Human Rights Program is a cutting edge, experiential education program that challenges societal and individual paradigms. Bringing students through all aspects of Human Rights throughout the country and the world, the Program celebrates their work every second year by awarding two recipients— one national and one international—with the Triumph of the Spirit award.

New Ground’s Art Director, Falyn, was the design lead on the project and we were excited to have been chosen from a bunch of other agencies throughout the South and East Coast to brand this event. We were brought on to help brand this year’s theme, Voices.


“It always feels good to be chosen to work on something that really inspires you.”


The team working on this event wanted something that spoke to diversity and inclusion, joy and unity, knowledge and expression. The team included Music2Life, who coordinated the event, directors from the Embrey Human Rights Program, and ourselves. The energy between everyone involved in the project was awesome throughout all stages of the process. It was a truly collaborative experience, with every viewpoint and perspective heard and honored—creating an atmosphere of incredible creativity.


“Here’s the thing about working with NGC. You’re getting an excellent skill base, of course, but what I found is that they became engaged partners who were truly invested in the successful outcome of our project.”

 – Elizabeth Stookey Sunde, Founder & Creative Director of Music2Life

Working on a design for a community and culture that is very different from where we live is particularly engaging because it naturally shakes up our process.

We developed a logo, color palette, and style guide for them which we used to create a broad array of collateral for this year’s event. An example of our “out of the box” thinking is how the logo, for certain uses, was interactive; participants and audience members filled in parts of the logo to show their own thoughts and hopes for Human Rights. One of the intentions of the Triumph of the Spirit Awards ceremony was engagement. We wanted the imagery to inspire and motivate participants to embody the mission of the event in their everyday lives.


“[New Ground Creative’s] responsiveness and intuitive get-it factor made them feel like extended staff people vs. a contracted vendor. Unlike a staff person, however, their perspective was fresh, always honest and unencumbered by any baggage.”

– Elizabeth Stookey Sunde, Founder & Creative Director of Music2Life

Projects like this one inspire us and they feel like a natural extension of all the non profit work we’ve done over the years. Now, more than ever, we want the work we produce to have the biggest impact possible. We put intention behind what we produce and the relationships we build in the process. We succeed when our clients do and, when the mission is protecting the rights of all humans and paving the way for a better world, well… count us in.

All event photos by Dylan Hollingsworth.