Page 1

Homes

for our

Troops

from America’s hand, to a Hero’s home

project book

&

www.hfot.org 877-7-troops

style guide


Table of Contents 1.0

Research

2.0

Development

1.1 Company Profile

5

2.1 Competitor Analysis

15

1.2 Creative Brief

7

2.2 SWOT Analysis

16

1.3 Demographics

9

2.3 Moodboards

17

1.4 Misson Statement

11

2.4 Logo Development

19

1.5 Deliverables

12

2.5 Print Ad Development

21

2.6 Media Development

23

2.7 Motion Graphic Development

25

3.0

Standards

4.0

Submission

3.1 Logo

29

4.1 Company Documents

51

3.2 Fonts

33

4.2 Print Advirtisments

53

3.3 Print

35

4.3 Digital Media

57

3.4 Media

41

4.4 Motion Graphics

61

3.5 Motion Graphic

45

4.5 Promotional Items

63

Table of Contents

2


1.0

research

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From America’s Hand, To A Hero’s Home

1.0 Research

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1. 0 R e s e ar c h

From America’s Hand, To A Hero’s Home

is a brand rejuvination project for the current non-profit organization Homes For Our Troops. Homes For Our Troops was founded in 2004 by Master Builder, John Gonsalves after watching a television special one night on the 30,000 plus soldiers who have returned home from Operation Irqai & Enduring freedom severly disabled. Like many of us Mr. Gonsalves wondered what he could do to give back to these soldiers who have given so much to our country. And so began Homes For Our Troops, an organization dedicated to building fully handicap accessible homes for severly disabled soldiers, at no cost to the solider. Since 2004 Homes For Our Troops has been building fully handicap accessible homes to meet the physical demands of our injured soldiers. The organization relies on the contributions, skills and efforts of its consumers to successfully build these homes as no cost to the soldier (Home For Our Troops, 2011). Although Homes For Our Troops has been successful since their beginning in 2004, they have not yet reached their maximum 5

From America’s Hand, To A Hero’s Home

potential. Homes For Our Troops is not reaching the wide array of audiences that it could be. The company’s values and benefits are not effectively conveyed in the brand’s current state. Rejuvenating the Homes For Our Troops brand in order to emphasize the potential benefits that consumer’s gain during participation would attract a larger demographic market. The campaign, “From Your Hands, To Their Homes” will bring the strengths of Homes For Our Troops to the forefront of targeted consumers minds by re-developing a cohesive brand identity and image that will elevate the brand to a new level with a focus on new products and corporate partnerships. Patriotism, Gratitude, and Craftsmanship will be threaded through all communications, advertising materials, and creative campaigns in order to grow the customer base, consumer impressions, and company revenue. Since 2004 Homes For Our Troops has built, or is currently working on over 70 new homes for disabled soldiers and has renovated over 10 existing homes in 33 states.

In 2009, the total revenue generated by Homes For Our Troops was at its all time high of $9.8 million. With administration and fundraising fees only eating up about 8.6% of the HFOT’s revenue, the bulk of the revenue is put towards the cost of building the homes. Of the total revenue 86% came from monetary donations. On average 50% of the labor and materials needed for the homes is donated, while the other 50% is paid for by the organization. Since 2004 Homes For Our Troops has received over $6 million of “in-kind” donations, such as construction materials and professional labor. (Homes For Our Troops, 2011) Homes For Our Troops has been highly recognized by The American Institute of Philanthropy. The AIP gave Homes For Our Troops an “A” rating, ranking HFOT as one of the top seven Military and Veterans Charities, among over forty other organizations (CharityWatch.org, 2011). Homes For Our Troops was also given four stars by Charity Navigator. After careful analysis of the percentage of the funds spent on the program and overhead costs,

1. 0 R e s e ar c h

Company Profile Charity Navigator gave Homes For Our Troops a total score of 68.96 out of 70, a grade of 98.5%. (CharityNavigator.org, 2011). The challenge is to push Homes For Our Troops further past its current success. Word of mouth has taken the organization thus far; it now needs a successful marketing plan and corresponding materials to reach a wider consumer audience. In order to draw in new consumers new marketing techniques must be implemented. The first step is rejuvenating the first impression that the brand emits. The first impression of the brand needs to evoke the emotions in which the brand posses, patriotism, gratitude and craftsmanship. Each one of the brands three key tenets can relate to a different consumer. Having the brand emit a sense of patriotism will target all Americans, any and all military members, active or retired, as well as their families. Through the value of gratitude, the brand speaks to any potential consumers that can appreciate the sacrifice some choose to make for others. The value of craftsmanship has the ability to connect with any persons 1.0 Research

6


1. 0 R e s e ar c h

in and trade field or any individual who possesses a skill in which there hands and minds combine in order to create.

consumers to turn a deaf ear, to something that has been exhausted by the news and media. For years headlines have flashed and news centers have announced the most Determining that there are specific current events happening with the consumer groups that the Homes War On Global Terrorism. In order For Our Troops brand should be for Homes For Our Troops to contargeting will help in determining tinue giving assistance to these the creative marketing methods soldiers who have given so much, that should be used to connect with Homes For Our Troops needs to these potential consumers. These make a change in their marketing connections need to be made on and advertising departments. They an emotional level. The brand imneed to reach more consumers. age, as well as the marketing mate- They need to allow the consumers rial needs to evoke a feeling in the to make an emotional connection consumer. Given the three main with the cause, a connection that is groups of consumers that we will be going to benefit not only the contargeting, each group needs its own sumer, but the organization as well. emotional connection. The details of these emotional connections will A non-profit organization not only be discussed in detail later as we competes with other NPOs, but also explore the reason behind why peo- with every other event that surple contribute to non-profit organi- rounds the consumer’s lifestyle. zations. Business meetings, schoolwork, getting the kids to soccer practice and According to the Department of making sure dinner is ready on time Defense 42,593 soldiers have been are just a few events that the conwounded in action since 2001 (De- sumer is juggling on a day to day fense.gov, 2011). Of that number basis. Consumers choose to donate over 2,500 have suffered major in order to fulfill a greater need limb amputations or severe spinal than what they accomplish each cord injuries. It is too easy for day. “People act from the 5

From America’s Hand, To A Hero’s Home

heart, not the head” (Ruby & Andersen). When choosing to contribute people base their rationale on their emotional connection to the campaign. Since donating is a highly personal act, the campaign needs to make a personal connection to consumer using either imagery or copy in order to engage them in the act of giving. The new Homes For Our Troops campaign will make the emotional connection to its consumers by not only showing them where their donations are going but also how it is benefiting all involved. (Ruby & Andersen) Advertisements may include imagery of soldiers and their families, with a patriotic feel and the underlying emotion of gratitude. They will emphasize the craft and skill of building professionals and the importance of community support. Homes For Our Troops provides consumers with the emotional fulfillment of the upper levels of Maslow’s Hierarchy of needs; belongingness, esteem and self-actualization. (Felton p.23) Contributing to Homes For Our Troops will provide the consumer with a sense of community involvement. It will fulfill

1. 0 R e s e ar c h

Company Profile their need to be part of something. The consumers will gain a sense of achievement and accomplishment by becoming engaged in the Homes For Our Troops organization. By donating time, materials, or efforts consumers are left feeling satisfied with one’s self, knowing that their actions and efforts made a difference in the lives of others. (Felton 23) Through the use of engaging imagery and copy, the Homes For Our Troops campaign will evoke a sense of deep emotion. The imagery will include people helping one another, hands hard at work and the labor of love. It will connect with its consumers on a personal level in order to prove to them that their contributions will not only benefit the cause of the organization but also, them as the consumer.

1.0 Research

6


References American Institute of Philanthropy - Charity Watchdog Helping Donors Make Informed Giving

1. 0 R e s e ar c h

1. 0 R e s e ar c h

Company Profile

Decisions. (n.d.). American Institute of Philanthropy - Charity Watchdog Helping Donors Make Informed Giving Decisions. Retrieved March 12,

Three main components draw consumers to a particular brand; an emotional connection, a clear brand promise that resonates with the customer and brand differentiation (Garlick). The emotional connection was described above while examining what makes people donate. The brand promise and brand differentiation of Homes For Our Troops are two key components that need to be conveyed to the consumer in order to effectively engage them. Through the use of imagery and copy the Homes For Our Troops brand will emulate its brand promise; America coming together to help our heroes The brand’s logo, website, and all marketing materials will all be designed to invoke the feeling of patriotism and gratitude. The third key tenet of Homes For Our Troops; craftsmanship, will be the cause for differentiation. Consumers need to know what sets Homes For Our Troops a part form other non-profit organizations. The quality of craftsmanship, hands on help, and direct customer interaction will also be actively evident in the Homes For Our Troops brand rejuvenation project.

The reasons behind what makes consumers donate and how the brand image effects donations are combined to determine the most effective ways to market the Homes For Our Troops brand. Direct mail, social media and print ads will be the main marketing materials of Homes For Our Troops. In 2010 Edge Research conducted a study on 1,500 people who contributed to a non-profit organization. The study found that donations that were made by result of direct mail advertisements were highest among people ages 66 and older. Donations made from consumers’ ages 20-46 came from direct mail and web advertising. Surprisingly 52% of all consumers polled contributed to a charity while engaging in everyday activities such as the grocery store or retail locations (Preston). Since the target age bracket of Homes For Our Troops runs the gamut from high school students to the community seniors, the campaign will focus its marketing media on direct mailings geared towards the 66 and older group along with social media geared towards 65 and younger. The ads will need to be

different in both their imagery and copy in order to attract each market specifically. Advertisements geared towards the military community may include more patriotic images and color selections with a bold and strong typeface. When considering marketing material for the design/build community imagery and typeface may be slightly more whimsical and have a lighter feel. Tools and other trade related imagery will be incorporated and the typeface should be a bit looser in feel. Advertisements directed towards the general population looking to fill an emotional need that they have currently not met, might include a more somber feeling. Homes For Our Troops will also actively engage public displays to market their products. Putting the cause in front of the consumers face, on a day-to-day basis, will allow them to become more familiar and interested in the opportunities that Homes For Our Troops provide.

2011, from http://charitywatch.org Charity Navigator - America’s Largest Charity Evaluator | Home. (n.d.). Charity Navigator - America’s Largest Charity Evaluator | Home. Retrieved March 12, 2011, from http://charitynavigator.org Corporate-Nonprofit Partnerships - Nonprofit Hub. com. (n.d.). Nonprofit Hub - Your Online Source for Nonprofit Information and Resources. Retrieved March 19, 2011, from http://www.nonprofithub. com/articles/partnerships-overview.htm Felton, G. (2006). Advertising: concept and copy (2nd ed.). New York: W.W. Norton. Garlick, R. (2004, April 19). Stand by your brand: promoting strong image attracts and retains employees and customers | Nation’s News | Find Articles at BNET.

Restaurant

Homes For Our Troops: Building Specially Adapted Homes for Severely Injured Veterans. (n.d.). Homes For Our Troops: Building Specially Adapted Homes for Severely Injured Veterans. Retrieved March 5, 2011, from http:// www.homesforourtroops.org Preston, C. (2010, March 14). Charities Must Find Multiple Ways to Persuade People of Different Generations to Give, Study Finds - News people-give-15-reasons-why-peo The Official Home of the Department of Defense . (n.d.). The Official Home of the Department of Defense . Retrieved March 12, 2011, from http://defense.gov

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From America’s Hand, To A Hero’s Home

1.0 Research

6


1. 0 R e s e ar c h

Client:

Homes For Our Troops is a non-profit organziation dedicated to helping severly injured soliders of Operation Iraqi and Enduring Freedom but building them a fully handicap accessible homes at no cost to the solider. Homes For Our Troops relies on its volunteers, donations and product sales to fund and execute the building of the homes.

patriotism g ratitude craf tsmanship

1. 0 R e s e ar c h

Creative Brief

Campaign Objective: To

rebrand Homes For Our Troops placing emphasis on the companies core values: Patriotism, Gratitude and Craftsmanship. In doing so, HFOT will stand apart from its competitors with a fresh and energetic brand in order to create more revenue and gain volunteers.

Campaign Scope: A new

brand itendity will be designed with aneye catching and memorable feel which will then be applied to all aspects of the brand, company documents, marketing material, and products.

Deliverables: Complete brand

identity package, print advertisments, re-designed website, motion graphic adcirtistment, new products for sale.

Target Audience: 16+, men & women, active or retired military members and families, high school, college or trade school student, trade prodessionals 7

From America’s Hand, To A Hero’s Home

1.0 Research

8


1. 0 R e s e ar c h

The Homes For Our Troops demographics include a wide variety of induviduals from all walks of life. Any American looking to give back to those who have risked so much for the saftey of our country is a potential Homes For Our Troops volunteer/consumer.

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From America’s Hand, To A Hero’s Home

1. 0 R e s e ar c h

Demographics The Homes For Our Troops target audience includes men or women 16 and older, acitive or retired military members and their families, members of the community, and local tradesmen or women.

1.0 Research

10


1. 0 R e s e ar c h

The Homes For Our Troops campaign has been designed to create a new look for the brand that entices its audience to partipicate, donatate, and get involved in the organization. In re-designing the brand Homes For Our Troops will be able to continue their success of building fully handicap accessible homes for severly disabled soldiers who have returned home from Operation Iraqi and Operation Enduring Freedom, at no cost to the solider or their family.

Deliverables Complete brand identity package Print Advertisments Marketing Materials Business Documents/Letterhead Newly designed website Motion Graphic Public Service Announcement New products and gear available for sale and promotional use.

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From America’s Hand, To A Hero’s Home

1.0 Research 12

1. 0 R e s e ar c h

Mission Statement


2.0

design development 13

From America’s Hand, To A Hero’s Home

2.0 Development

14


Competitor Analysis

SWOT Analysis

Semper Fi Fund

Wounded Warrior Project

USO

Operation Homefront

2. 0 D evelo p ment

2.0 D evel o pm e nt

One of the first steps in the campaign to rebrand Homes For Our Troops was to seek out and anaylize its top competitors. By reviewing what others are and are not doing, what works or perhaps what does not work, gave us a starting point for the Homes for our Troops campaign. The followig is a collection of what we believe to be the top competitors of Homes For Our Troops.

Strenghths

Fisher House

Competitor Results

Each organization is dedicated to helping US soliders however Homes For Our Troops is the only organization that helps the solider in one specific way. All other organziations seem to cover s broad range of ways to help. This gives HFOT a stronger brand position over the competition. 15

From America’s Hand, To A Hero’s Home

Weakness

HFOT has a -High Success Rate -Lack of Publicity/Advertising strong -Community/Celebrity Support -No Slogan/Catch Phrase foundation -Quality Product -Weak Website which has al-Worthy Cause -Low Sales of Secondary Products ready been laid. The challenge lies in taking the organization the next level. The Brand needs to become stronger, more powerful, a more representational of the HFOT values. With a new brand, comes new marketing opportunities, networking capabilities and increased Threats Opportunities products & finances. With increase awareness of the HFOT -Competing NPO’s -Reach a Wider Audience brand, it becomes a greater -Economy -Increase Community Involvement value to possible partner compa-Negative War Publicity -Increased Secondary Products nies, making the Homes For Our -Lack of Funds/Resources -Obtain Partnerships Troops organization not only a success, but an asset as well.

2.0 Development

16


Moodboards

2.0 D evel o pm e nt

2. 0 D evelo p ment

The Homes For Our Troops moodboard contains of mixure of classic Americana themed images and colors paired with building materials and componants to create a fresh new palette for the brand. 17

From America’s Hand, To A Hero’s Home

2.0 Development

18


Logo

2.0 D evel o pm e nt

2. 0 D evelo p ment

The hammer symbolizes the craftsmanship of the trades involoved, the text conveys a sense of community and humanity, while the color pallete is a fresh take on the classic Americana red white and blue. The final Homes For Our Troops logo came from many itterations of preivious sketches, doodles, and brain blubs. The logo needed to communicate a sense a patriotism and crafstmanshiip whicle still looking fresh and current. The main elements of the logo are the graphic, the type and the color.

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From America’s Hand, To A Hero’s Home

omes Troops FOR OUR

From America’s Hand - To A Hero’s Home

2.0 Development

20


Print Advertistment

2.0 D evel o pm e nt

2. 0 D evelo p ment

capture engage react

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From America’s Hand, To A Hero’s Home

2.0 Development

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Media

2.0 D evel o pm e nt

2. 0 D evelo p ment

While developing ideas for the Homes For Our Troops print advertisments three words were repeated throughout the process, capture, engage, and react.The ads needed to capture our audience quickly, engage them in what they are viewing, and encorage them to react to what they were seeing and reading by contacting Homes For Our Troops.

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From America’s Hand, To A Hero’s Home

While developing ideas for the Homes For Our Troops print advertisments three words were repeated throughout the process, capture, engage, and react.The ads needed to capture our audience quickly, engage them in what they are viewing, and encorage them to react to what they were seeing and reading by contacting Homes For Our Troops.

3.0 Standards

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Motion

2.0 D evel o pm e nt 25

From America’s Hand, To A Hero’s Home

2. 0 D evelo p ment

The motion graphcs component for the Homes For Our Troops campaign includes a 30 second public service announcement to be aired on local televions networks, HGTV, TLC, or similar stations. While brainstorming ideas for the PSA inspiration was drawn from other public service announcement as well as from my research component of the campaign. The goal of the PSA is to deliver a heartfilled message to its viewers in order to gain there involvment in Homes For Our Troops.

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4.0

standards

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From America’s Hand, To A Hero’s Home

3.0 Standards

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Logo - colors

C:15 M:100 Y:90 K:10

background treatments

C:100 M:33 Y:16 K:0

C:0 M:0 Y:0 K:73 Textures to be: low contrast, single or two toned. They should be small enough in size as to not disctract from the logo. Textures should relate to the construction industry

Do’s & Dont’s

acceptable treatments Tagline in Red

Do

Don’t

- Use the HFOT artwork as one whole graphic

- Seperate any of the artwork’s components

- Maintain the required clear space around the artwork

- Re-design any of the artwork’s components

- Maintain the required alignments of the artwork

- Unporportionatly scale the logo

3.0 S tand ar ds

3.0 Stand ard s

Tagline in Blue

- Use only the approved color variations Greyscale

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From America’s Hand, To A Hero’s Home

-Use only the approved texture techniques

3.0 Standards

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Logo - primary use The Homes For Our Troops Logo is intented to be used as one complete element. The Logo & Tagline are not be be seperate, nor are the components to be re-arranged. Specific usage instruction for the logo and acceptable alterations are listed in the pages to follow.

clear space

Homes Troops For Our

From America’s Hand - To A Hero’s Home

components Symbol

3.0 Stand ard s

Symbol Copy

Tagline

31

component dimensions Tagline

Copy The words “Homes” and “Troop” are written using the clean lines of the Thornburi font. “For Our” has been postioned in between the words using the Architects Daughter font in order to give the copy a more handcrafted feel.

The tagline is positioned under the symbol & copy and runs the lenghth from the hammer’s edge to the “s” in troops. It is written using the Architects Daughter font. The words “America’s” & “Hero” are in red to make them make them stand out.

3.0 S tand ar ds

The hammer has been constructed using the outline of a basic construcion hammer. The handle has been filled with white & red stripes, and the hammer head has been filled with the blue background and white stars, symbolic of the American Flag.

A minimum clear space around all four sides of the logo should at equal to at least the height of one capital “F” in the “For Our Troops” This will ensure that no matter what size the logo becomes the clear space poportion remains the same.

Homes Troops For Our

From America’s Hand - To A Hero’s Home

From America’s Hand, To A Hero’s Home

3.0 Standards

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Fonts - general guidelines for print Main Headline: American Typewritter Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Logo & Footer Thornburi Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Sub Headlines: Print Bold Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Tagline,Navagation Menus, & Section Headers: Architects Daughter Regular a b c d e f g h i j k l m n o p q r s t u v w x y z

Logo, Body Copy & Footers: Thornburi Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Body Copy: Thornburi Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Tagline: Architects Daughter Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

*Ad fonts to follow print ad standards

general guidelines for web sub-pages

3.0 S tand ar ds

general guidelines for interactive media

3.0 Stand ard s

general guidelines for web homepage

*Above stays the same with the exception of: Call To Action: Thornburi Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Logo & Footer Thornburi Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Tagline & Navigation Menu: Architects Daughter Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Sub Navigation Menu & Page Section Headers: Thornburi Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Body Copy: Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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From America’s Hand, To A Hero’s Home

3.0 Standards

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Print - official documents - A4 8.5” x 11” letter Margins Left: 7p5

Location: 2p down from page top, centered right & left.

Right: 7p5 Footer Location: 3p up from page bottom Typography: Thornburi 10pt with a 12pt leading

Body Copy

Logo

Size: 17p X 11p

Justification: Left Typhography: Thornburi 12pt with a 14.4pt leading

Notes: Tagline to have multicolored text per logo standards

Print - official documents - A5 envelope Logo Location: 1p down from page top, 1p in from page left

3.0 Stand ard s

3.0 S tand ar ds

Size: 10p X 7p5p Notes: Company address to be directly under logo in Thornburi 6pt font

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From America’s Hand, To A Hero’s Home

3.0 Standards

36


Print - business cards - 3”x2.5” format Logo (Front)

Boarder (Back)

Text (Back)

Location: 1p down from page top, 1p in from page left

Location: 1p down from page top, 1p in from page left

Location: Centered vertically & horizontally within boarder.

Size: 16p X 10p

Size: 1p wide

Typography: Name to be Architects Daught 12pt. Title to be Thornburi 10pt. Company information to be Thornburi 8 pt.

Notes: Tagline to have multicolored text per logo standards

3.0 Stand ard s

3.0 S tand ar ds

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From America’s Hand, To A Hero’s Home

3.0 Standards

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Print - print ad specifications - option 1 Page Setup Page Size: 48p0 x 60p0 Resolution: Bleed: Notes:

Call To Action Location: 30p25 down from page top

3.0 Stand ard s

Typography: Print Bold, regular font, 18 pt with a 21.5 pt leading and a 100pt tracking

Body Copy

Location: 5p75 down from page top

Location: 27p75 down from page top

Size: 36p0 x 6p75

Size: 30p5 x 2p5

Typography: American Typewritter, reguar font, 32 pt with a 38.4 leading and a 25pt tracking.

Typography: Print Bold, regular font, 30 pt with a 36 pt leading and a 40pt tracking

Notes: Headline to be two

Notes: copy to be one line only

Logo & Tagline

Image

Location: 39p75 down from page top and 1p5 in from page left

Location: full page

Size: 25p5 x 15p5

Notes:

Size: full page

3.0 S tand ar ds

Size: 30p5 x 3p5

Headline

Notes: Tagline typography to be in all red per logo standards

Notes: website on first line, call to action to be on second line Writing Style Brand Voice to be serious yet quiet. It should be informative yet sincere and convey the struggle that the organization seeks to help.

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From America’s Hand, To A Hero’s Home

3.0 Standards

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Media - interactive web - website homepage Page Layout Page Size: 720px X 576px

Logo

Left & Right Margins: 12px

Location: 122px down from page top, 12px in from page left

Header: 122px

Size: 186px X 118px

Footer: 62px

Notes: Tagline in logo should be multicolored per logo standards. Logo to be a linked item

Seperation Space:12 px

Search Box Location: Stars to sit 122 px down from page top and 12px in from page right Size: 230px X 106px Typography:”Contact & Search” to be Thornburi 9.2 pts. Text within stars to be Thornburi 6.44 pts. Notes: contact, go, and stars to all be linked items Content Box 1

Location: 136px down from page top, 12px in from page left

Location: 182px down from page top, 12 px in from page left

Location: 182px down from page top, 12px in from page left

Size: 696px X 34px

Size: 458px X 190px

Size: 226px X 190px

Typography: Architects Daughter 11.6 pts.

Resolution:

Typography: Architects Daughter 9.14 pts.

Content Boxes 2, 3 & 4 Location: 384px down from page top, 12px in from page left. Leave 12 px between each box Size: 222px X 116px Typography: Headlines in Architects Daughter 9.52 pts. Copy in Print Bold 11.11 pts.

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Image

Notes Footer Content Location: 512px down from page top, 12px in from page left Size: 696px X 62px Typography: Thornburi 8.03 pts.

3.0 S tand ar ds

3.0 Stand ard s

Navigation Bar

Writing Style Brand Voice to be handcrafted and heartfilled. Brand should convey a sense of community, patriotism and strong desire to help others.

Notes:

From America’s Hand, To A Hero’s Home

3.0 Standards

42


Media - interactive web - secondary page Page Layout Page Size: 720px X 576px Left & Right Margins: 12px Header: 122px *added color block, 34px down from page top *Footer: 56px Seperation Space:12 px *Unless otherwise noted please see visual

*Size: 180px X 114px Notes: Tagline in logo should be multicolored per logo standards. Logo to be a linked item Notes: Linked Items Navigation Bar

Location: Stars to sit 122 px down from page top and 12px in from page right *Size: 222px X 68px Typography: Thornburi 6.44 pts. Notes: linked items

Navigation Tabs

*Location: 34px down from page top, 12px in from page right

Location: 136px down from page top, 12px in from page left & right

*Location: Top of box 200px down from page top and 12px in from page left

*Size: 176px X 22px

Size: 696px X 34px

*Size: 186px X 162px

*Typography: Thornburi 10.18 pts

Typography: Architects Daughter 11.6 pts.

*Typography: Thornburi 9pts.

Notes: linked items

Notes: Text to be linked items

Notes: Text to be linked items

Content Boxes 1 & 2

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Location: 122px down from page top, 12px in from page left

Star Links

Content Boxes 3 & 4

Footer Content

*Location: Top of box 204px down from page top. Box 1 226px in from page left. 22px of white space, follow by box 2

*Location: 386px down from page top. Box 3 226px in from page left. 22px of white space, follow by box 4

*Location: 520px down from page top, 12px in from page left & right

*Size: 230px X 146px

*Size: 230px X 114px

*Typography: Healine to be Thornburi 11.73. Copy to be Arial 6.7

*Typography: Healine to be Thornburi 11.73. Copy to be Arial 6.7

Typography: Thornburi 8.03 pts.

From America’s Hand, To A Hero’s Home

*Size: 56 px

Writing Style Brand Voice to be handcrafted and heartfilled. Brand should convey a sense of community, patriotism and strong desire to help others.

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Search Box

Logo

Notes * = Depicts items that have changed from the homepage.

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Motion - public service announcement - first frame Page Layout Page Size: 640px X 480px Notes: Background to be white

Image 2

Logo Location: 88px down from page top, 480 px in from page left

Size: 360px X 240px

Size: 208px X 136px

Resolution: 72ppi minumum

Notes: Logo to have multicolored tag line per logo standards

Text Box Location: 374px down from page top

Size: 640px X 98x

Size: 640px X 60px

Resolution: 72ppi min.

Typography: Architects Daughter size 30pts, with a leading of 36pts and a tracker of 100.

Brand Voice Public serivce announcemnet should coney a sense of desire to give back. The viewer should feel the emotional struggle for the solider and want to help.

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Location: 340px down form page top

Notes: Transparency set to 30%

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Image 1 Location: 48 px down from page top, 22 px in from page right

Notes: Text should be two lines max

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From America’s Hand, To A Hero’s Home

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Motion - public service announcement - last frame Page Layout Page Size: 640px X 480px Notes: Background to be white Logo

Call To Action

Size: 30px X 480px Image 1

Location: 36px in from page left, 246 px down from page top

Location: 230px in from page left and inline with page top

Size: 240px X 152px

Size: 240px X 114px

Size: 340px X 234px

Notes: Tagline to have multicolored text per logo standards

Typography: Architects Daughter size 14pts, with a leading of 30pts and a tracking of 5.

Resolution: 72ppi min.

Location: 230px in from page left, 234px down from page top Size: 340px X 236px Resolution: 72ppi min.

Brand Voice

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Size: 30px X 480px

Boarer 2 Location: 300px in from page left, aligned with page top

Location: 36px in from page left, 48px down from page top

Image 2

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Boarder 1 Location: in line with page top and page left

Public serivce announcemnet should coney a sense of desire to give back. The viewer should feel the emotional struggle for the solider and want to help.

From America’s Hand, To A Hero’s Home

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submission

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From America’s Hand, To A Hero’s Home

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Company Documents

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Print Advertisements

Their Road To Recovery, Begins At Home

Build a home, Better a life v i s i t w w w . h fot.org to l e a r n h ow yo u can hel p

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Homes Troops For Our

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From America’s Hand, To A Hero’s Home

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Print Advertisements

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From America’s Hand, To A Hero’s Home

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Digital Media The new Homes For Our Troops website was designed with the user in mind. The site takes on the characteristics of the new brand; patriotism gratitude, and the craft of the hand. It is designed so that the user can easliy navigate from one section to another while always being able to return home, or to the other main points of interest. The site has drect access to donation an volunteer forms as well as a portal to the online store where visitors can purchased their Homes For Our Troops gear.

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Digital Media

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From America’s Hand, To A Hero’s Home

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Motion Graphics

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Scene 1 - Opening scene fades in from white Narrative: (Spoken by RyAnne Noss) On March 21st 2006 my husband, Army Special Forces Scot Noss deployed to Afghanistan for his second tour in Operation Enduring Freedom

Scene 2 - fades in from white Narrative: On February 17th, 2007, the helicopter that he was riding in was shot down while under attack.

Scene 3 - cross dissolves in Narrative: The crash left Scott with severe brain & spinal cord injuries. Our home, a 3 story townhouse become impossible for Scott to continue to live in.

Scene 4 - cross zooms in Narrative: Thanks to Homes For Our Troops, and volunteers like yourself, a fully handicap accessible home was built for Scott & I.

From America’s Hand, To A Hero’s Home

Scene 5 - page curl left Narrative: Professionals & volunteers came together, donating their time and materials to build this amazing gift for our family.

Scene 6 - page curl right Narrative: From the framing of the house to the interior finishes, the HFOT crew took too care of every detail.

Scene 7 - page curl left Narrative: From the framing of the house to the interior finishes, the HFOT crew took care of every detail.

Scene 8 - cross zoom Narrative: Spend your next weekend supporting a solider. Visit HFOT.org to learn more about how your involvement can better the life of a solider.

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The Homes For Our Troops motion graphic was designed to be a heartfilled 30 second public service announcement to air on a local television channel within the communities, as well as on major networks such as HGTV and TLC.

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Promotional Items The promotional items for the Home For Our Troops campaign contains an array of clothing and gear to be both given as “thank you’s” to the onganizations volunteers as well as to be sold in the HFOT online store as another source of revenue.

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Promotional Items

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