"Design, With Purpose" Campaign By Arketype Reflects Social Power of Design

GREEN BAY, WI, September 5, 2007 — When Arketype, Inc., a Green Bay advertising and design firm, was offered six consecutive months of advertising space in a monthly business publication, it declined the opportunity to self-promote its design, branding and marketing services. Instead, the firm exercised its philanthropic design philosophy by creating a series of six ads advocating various nonprofit causes and social issues deemed important by its employees.

"Design has the power to influence, enlighten, and create change," said Arketype President Jim Rivett. "We wanted to leverage design in an ad series that would activate awareness in causes our firm deeply believes in, and hopefully, bring the public to positive action."

Calling it "Design, with Purpose," Arketype's ad series appeared in Marketplace magazine and targeted six key awareness issues — breast cancer screening, diversity and equality, child literacy, pet adoption, volunteerism, and voting. Some ad placements coincided with monthly observances or events. For instance, the ad for breast cancer screening appeared in the magazine's October edition, while the importance of voting message was placed in November.

By applying design resources to philanthropic initiatives, Rivett maintains that Arketype and its employees are helping to build stronger communities.

Arketype, Inc., delivers strategic marketing advantages to leaders of consumer and business-to-business brands, creating impossible-to-ignore design and advertising solutions. The national award-winning firm, established in 1992 and based in Green Bay, provides clients with diverse, cross-platform capabilities, from annual report design and integrated ad campaigns, to website development, multimedia production, and original textile design. Arketype is led by principals Paul Meinke and Jim Rivett.