Brand Lab was created to apply the hackathon concept to businesses facing design, development or marketing challenges. The mission is to connect local business with local talent to create or enhance a local brand. The benefits are two fold: businesses receive direct access to local creatives; participants apply their expertise to a real case study while showing off their skills and competing for cash and other prizes.
Screenland Theatres, a blend of unique Kansas City theatres, was the first Brand Lab project. The purpose of the event was to help build a great local brand for "Screenland's Famous Popcorn," a new gourmet product offering. Screenland's goal was to sell their gourmet popcorn throughout the year during the corporate / gift-giving seasons.
The event drew design guru Aaron Draplin, Draplin Design Co., as a guest speaker and judge, as well as Danny O'Neill, founder, owner and "Bean Baron" of The Roaster Coffee Co.