For good measure

Houston creatives relaunch nonprofit's brand through a 3-day collaboration

Allison Williams, who has been working with the Transformational Prison Project for two years, attended Good Measure to consult on the brand development. Alan Nguyen/Good Measure

What if you could harness the power of a city's top creative professionals to create a brand identity for a nonprofit that otherwise couldn't afford it? Alex Anderson posed that question to some of his colleagues, and Good Measure was born.

"Good Measure exists to broaden the conversation about good in the world and what that means and how people can contribute to good no matter their skill set," says Anderson, who is a senior brand strategist and account manager at Houston-based NUU Group.

Good Measure is a Houston-based nonprofit that hosts three-day creative collaborations with local designers, writers, brand strategists, and more. The goal is simple: Equip a nonprofit with new storytelling tools — like a website, social media, and video communicating the organization's message.

This weekend was the second event Anderson organized with his co-founder, Tres Garner. The nonprofit partner was the Transformational Prison Project, which uses restorative justice in Massachusetts prisons to help incarcerated individuals mindfully use their time in prison to create healing. It's about bringing everyone involved in the criminal justice system to the table to thoughtfully effect change and reinstate humanity in these prisons.

"The Transformational Prison Project understands that no matter what your position is within the criminal justice system that everybody is vulnerable to trauma. So, it's in everyone's vested interest to create more of a system that's reparative and healing than punitive." says Karen Lischinsky, director of TPP, in the teaser video created at Good Measure.

Lischinsky was a vital part of the weekend, as was actress Allison Williams (Girls and Get Out), who has been an advocate for TPP and has led restorative justice sessions in Massachusetts prisons for two years.

"I wish to transform the way that prisons, as we imagine them today, operate and the effects that they have on people," Williams says in the video.

Using their powers for good
Good Measure brought together 40 creatives — designers, developers, strategists, videographers, photographers, writers, stylists, and more — into NUU Group's East Downtown office to develop new branding, web design, and videography for TPP. Filming took place down the street at Primer Grey. Anderson says the point is to break down barriers and bring together individuals who would otherwise not get to work together.

"It's some feedback that we've heard over and over again how refreshing and inspiring it is to work with people across the city," Anderson says. "So, you get to come together and learn each other's processes and have a case study or portfolio piece with someone who's work you admire."

Good Measure volunteers work alongside the nonprofit partners, so Lischinsky and Williams were there every step of the way. It was a learning process for both sides of the equation — the volunteers making sure they understand and express the TPP's mission as well as TPP learning the importance of the brand development process. Anderson says Lischinsky's presence was key to the success of the weekend — as was Williams' who wasn't just a celebrity endorsement. Anderson says he could see her full heart was committed to the program.

"You pull in a celebrity figure, and there's a tactical play. It's advertising," he says. "But what was different about this event is that Allison is not a face. She showed up from the first day of Good Measure to participate and contribute as someone who is on the board of TPP and an advocate for the program."

Creating a movement
Good Measure is planning to double down on its efforts for a New York weekend early next year to serve two nonprofits with 100 creatives volunteering. The organization also expects to return to do another Houston weekend in 2019 as well as a collaboration in Los Angeles.

Anderson says they also plan on hosting a one-day conference in Houston to discuss social good. Williams and Lischinsky are both onboard to attend.

Doing the homework

Alan Nguyen/Good Measure

Actress Allison Williams and TPP Director Karen Lischinsky kicked off the three-day rebranding collaboration with a discussion focused on the organization's goals, challenges, and messaging.

Houston was home to more than 117,000 skilled freelancers in 2018. Photo courtesy of Common Desk

It's no wonder coworking is taking off in Houston. A new study shows the community of skilled freelance workers in Houston ranks as one of the biggest in Texas — and the United States.

The study, commissioned by freelance marketplace Fiverr and conducted by market research firm Rockbridge Associates, indicates Houston was home to an estimated 117,260 skilled freelancers who generated more than $4.1 billion in revenue in 2018, just slightly less than the financial haul in 2017.

Houston ranked second statewide and 11th in the U.S. among major metro areas for the size of the skilled-freelancer workforce and for the amount of revenue produced, according to the study. Between 2017 and 2018, Houston's pool of skilled freelancers grew 2.5 percent.

From 2011 to 2016, according to the study, Houston's community of skilled freelancers increased 7.7 percent, while revenue declined slightly by 7.8 percent. The Fiverr study places skilled freelancers in three buckets: creative, technical, and professional. These freelancers include attorneys, graphic designers, musicians, software engineers, accountants, and consultants. Any self-employed person whose work requires "specific skills and abilities" was counted in the study; excluded were folks like Uber and Lyft drivers.

"Highly skilled freelancers are an understudied and often overlooked segment of the workforce," Brent Messenger, Fiverr's vice president of public policy and community, says in a release. "By analyzing the data around these … workers, we're able to get a clear picture of the types of jobs they're doing, the amount of revenue they're generating, and the cities in which they're having the most impact."

DFW ranked first in Texas and seventh nationally in the study. In 2018, DFW was home to an estimated 154,617 skilled freelancers who generated nearly $6.38 billion in revenue in 2018, up 5.4 percent from the previous year.

While DFW dominates Texas in terms of freelance population and revenue, Austin boasts the fastest-growing freelance scene.

In 2018, the estimated 67,044 skilled freelancers in the Austin metro area produced nearly $2.7 billion in revenue, up 7.5 percent from 2017, the study says. During the one-year period, Austin's pool of skilled freelancers grew 7.4 percent. The study pegged Austin at No. 18 nationally for the size of the population and revenue of skilled freelancers.

From 2011 to 2016, according to the study, Austin's community of skilled freelancers shot up by 26 percent, with revenue climbing 31 percent. The study identified Austin and Nashville as the country's two fastest-growing hubs for skilled freelancers.

A recent study by commercial real estate website CommercialCafé found that Austin, Dallas, and Houston ranked among the most affordable U.S. cities for freelancers. Meanwhile, personal finance website NerdWallet in 2016 ranked Austin as the best place in the U.S. for freelancers, with Dallas at No. 3, Fort Worth at No. 8, and Houston at No. 15.

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A version of this story originally appeared on CultureMap.com.