24-Hour Timeline

For more than 30 years, StoneArch has been bringing depth and relevance to our clients’ brand stories. Decades of healthcare experience gives us a keen perspective on a complex industry and the critical insight it takes to elevate your brand. Moving beyond spin, we transform smart strategy into compelling creative that inspires and influences your most important audiences. And we do it with a minimum of hand-holding. stonearchcreative.com

The 2015 RedEye Rebrand, March 5-6

What is the StoneArch RedEye Rebrand?

An all-nighter with a purpose.

A 24-hour marathon dedicated to giving an inspiring nonprofit the creative and strategic resources they need to carry out their mission.

An exercise in collaboration, compassion and creativity—fueled by caffeine.

New York Times 24-Hour ‘Rebrand’ Helps Twin Cities Nonprofits »

2015 Organization

Magic Arms for the World

A nonprofit on a mission to give more children with Arthrogryposis Multiplex Congenita (AMC) access to a WREX—a 3D printed device that allows them to lift and move their arms—so they can perform everyday tasks like playing, drawing or even hugging a parent.

Get to know our 2015 organization »

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24-Hour Timeline

Starting at 9:00am on March 5th, watch it unfold in real time.

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9:00 AM - We begin with great fanfare

9:12 AM - Flash Tutorial

Reviewing marketing basics to keep both teams grounded and focused as we kick-off strategy.

10:45 AM - Consensus Achieved

Cassie has lead the team into creating a defined positioning statement with targeted audiences and barriers/drivers.

11:22 AM - Creative Team Powers Activate

With strategy defined, creative can move forward

11:30 AM - Crab Walk

The most cheerfully crabby crew you’ve met

11:59 AM - Whitney Sample, co-creator of the WREX device

As an engineer personally responsible for fitting children with this device, his insights are invaluable.

12:38 PM - Bringing the brand to life

Mood boards and palettes make for meaningful eye candy

12:52 PM - Brain food

1:33 PM - Putting our backs into it

3:19 PM - Thinking through logistics

3:56 PM - Eric Jenson, Board Chair and Founder of Magic Arms shares his vision and passion for the rebrand

4:00 PM - Midday Check-In

At 4pm we have the following in play: homepage design, site map, content outline, video testimonials, photo shoots, logo and marcomm calendar. That doesn’t happen without teams constantly talking to each other.

4:09 PM - Reality Check

All the hustle and buzz can be a lot to take in. Having time with the real kids and babies Magic Arms works for gives us the focus and energy to work even harder and smarter.

4:45 PM - Palette Defined

Phil Hoch, Creative Director: “We want colors that are youthful and bright. The colors need to communicate energy and positivity.”

5:21 PM - Illustration in the works

8:20 PM - Dinner break with our families

9:45 PM - Time for some Prohibition kombucha

10:40 PM - Houston, we have a logo

11:54 PM - Midnight Check-In

We have a logo, website design, professional headshots, video testimonials, website copy and brand style guide.

12:53 AM - Capturing stories

2:23 AM - Letterhead and business cards

4:00 AM - Wee Small Hours Check-In

Work continues on social media presence, a social media plan, booth graphics and website development. Oh, and we took a little break for ping pong.

5:15 AM - Pixel perfect

5:40 AM - Carrying the Magic Arms brand through to booth design

7:00 AM - Final review

One last look to dot the I's and cross the T's before the final reveal at 9:00 AM.

9:00 AM - 24 hours well-spent

We are honored to be able to help Magic Arms by providing:

- Positioning
- Marketing Communications Recommendations
- Logo
- Brand identity
- New website
- Fact sheet
- Tri-fold brochure
- Booth graphic
- 6 videos
- Business cards
- Letterhead
- PPT template
- Social media descriptions and skins
- Social media toolkit
- Photography
Staying Awake For Good

Press Inquiries

Catherine Roman
T. 262.510.5624