Providence RI

Nail is an independent creative branding agency in Providence, RI that specializes in brand strategy and highly conceptual design and advertising. We keep a purposefully diverse client base to encourage cross pollination and to keep from getting bored. We believe that when you strip away all the buzzwords, marketing comes down to this simple truth: whatever your brand, product or service, the only way to get someone interested in you is to be interesting.

Tell us how and why you became involved in socially responsible communications, any thoughts on why design can be an especially effective tool for this goal, and, if you wish, give us an example of a project of which you are proud?

We have always adored “using our powers for good”. For better or worse, we live in an attention economy, so any time we can use our design skills and creativity to put a spotlight on a good cause we jump at it. And as an independent agency without a holding company breathing down our necks, we probably do it more than is financially prudent. So whether it’s a national pro-bono campaign to get young voters to the polls (“Dear young people…”) or designing logos and posters for a local porchfest, creating an unusual CPG brand to raise money for food banks around the country (“Nothing can end hunger”) or helping support local public radio stations with free bumper stickers (npah.org), we can’t resist a good cause — big or small.

Given the confluence of events and challenges our society now faces, does this moment in time present any special opportunities, urgencies, obstacles to designing for good?

Heck yeah. Environmental catastrophe is looming. Vast income inequality has put us in the bizarre situation where our nation is awash in unprecedented wealth and unprecedented need at the same time. Ignorance, bigotry and racism — once stains of shame — have crawled from the shadows to the heart of mainstream culture. Designers and creative thinkers can play a crucial role in shaping opinions and inspiring change. So we encourage everyone reading this to aim your passion and talent at the issues that matter to you. You can do more good than you know.