OWNER, LIDIA VARESCO DESIGN, CHICAGO IL
Lidia Varesco Racoma of Lidia Varesco Design in Chicago empowers organizations and entrepreneurs to make a change through strategic branding and marketing design. With over two decades of experience, Lidia is known not only for her ability to express a client’s mission and vision, but also for her friendly, approachable working style. She is a blogger and speaker and leads branding and creative marketing workshops for nonprofits, associations, and small businesses worldwide.
Lidia is active in the nonprofit and marketing communities, currently serving on the Communications Committee for AMA Chicago, as well as a Co-chair of the Marketing & Communications Committee for the Association of Consultants to Nonprofits (ACN) with a past position on the ACN board of directors. She has also served on Association Forum’s Content Working Group as a content creator (and currently designs the magazine).
Lidia Varesco Design is a certified woman-owned business (WBE/WOSB) and celebrated 20 years in business in November 2020.
TELL US HOW AND WHY YOU BECAME INVOLVED IN SOCIALLY RESPONSIBLE COMMUNICATIONS, AND SHARE ANY THOUGHTS ON WHY DESIGN CAN BE AN ESPECIALLY EFFECTIVE TOOL?
I was inspired to focus on working with mission-driven organizations after my first child was born in 2011. I wanted my work to make a difference both locally in the communities of Chicago where I live, as well as globally. Ultimately, I wanted to help make the world a better place for my children (now 9 and 13 years old). Coincidentally (or not) I had been working with mission-focused organizations from the start of my career — and even before that (I came across a nonprofit annual report design while attending Columbia College Chicago).
I believe in the power of branding for all. It shouldn’t be reserved for large brands with equally large budgets. Even a small or start-up nonprofit organization should have access to brand tools that can help them create a solid foundation to effectively express their mission and engage with their audience. As a result of this, I have developed a range of accessible branding services and tools from DIY branding kits to full-scale brand strategy and development. I work directly with clients, but I can also provide beneficial branding knowledge and tools to organizations with smaller budgets.
And branding — and in turn, design — is a powerful tool for change. When I work with clients, we talk about the importance of developing a brand that resonates with and makes an emotional connection to their current and potential supporters. Design is an important tool for expressing this story, creating genuine connections, and fostering ongoing relationships.
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?
There is currently a unique opportunity for organizations to use design as a force for positive change. With growing awareness around social justice and environmental issues—especially among Gen Z and Gen Alpha—design can play a pivotal role in shaping how and where nonprofits communicate their missions and can also inspire their audiences to take action. Through authentic storytelling and visuals, organizations can create deeper connections and empower people to make changes in their communities—and the world.
[respdesignfoot ryear=2024 rslot=25]
