Drive Change is a food-truck social enterprise that broadens opportunities for youth re-entering New York communities from jail and/or prison. Founder Jordyn Lexton dreamed up the idea of a food truck business that would hire, train and empower formerly incarcerated youth. With a brilliant idea, and the experience to execute it, Jordyn contacted Inspired Storytellers to partner in securing funding and launching her new organization.
SINCE THE BEGINNING
Drive Change’s first challenge was twofold: to raise the funds necessary to launch their business as well as creating a sustainable emotional investment for Drive Change’s goals. We focused on collaborating with Jordyn to create a fictional film that shared the complicated and thorny process of “coming home” she witnessed while teaching at Rikers Island. We set out creating storyboards, location scouting and casting talent for the film that would announce Drive Change to the world.
Drive Change premiered the film at an event announcing the launch of their crowdfunding campaign. The film and kickoff event provided the spark Drive Change needed as their core network was now connected to their cause as well as engaging media to help spread the word. Drive Change quickly raised $40,000 and capitalized on their momentum by acquiring additional grants to secure their start up costs.
Drive Change’s first truck would be called Snowday, serving maple-inspired food on NYC’s first farm-to-truck venture. Drive Change’s next challenge was to build and design a stunning food truck to match the creativity of its culinary ambitions. As a for-profit entity of the the non-profit Drive Change, the branding of the Snowday food truck faced multiple challenges. How do we clearly market a food truck business while highlighting and keeping the integrity of its nonprofit parent? From print to digital to branding on the truck, we had to look for unique opportunities to add in the social justice messaging from Drive Change while maintaining the clarity of food messaging for the Snowday Food Truck.
Building Snowday would be a truly cohesive effort between the organization and its collaborators. Alongside the brilliant industrial designers of SITU Studio, who were tasked with design of the exterior of the truck, and Shanghai Stainless, who constructed the inner-workings of the truck’s kitchen, Inspired Storytellers created Snowday’s brand identity and the implementation of it through decals, on monitors and in print. We documented this entire beautiful process in a behind the scenes film for Drive Change documenting the making of Snowday.
Snowday was a hit. The truck was the recipient of the prestigious Vendy Award for Rookie of the Year in 2014 then followed that up with both the 2015 Vendy Cup & People's Choice Awards. Snowday is recognized as one of New York's Top 10 Food Trucks by Gothamist, TimeOut NY and Brooklyn Magazine. Best of all, the truck is changing lives and we’re proud to still be along for the ride.