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The Rebrand of

girls inc. Your girls are our girls


“The very essence of leadership is that you have to have a vision. It’s got to be a vision you articulate clearly and forcefully on every occasion. You can’t blow an uncertain trumpet.” — Reverend Theodore Hesburgh


Introduction Girls Inc. is a non-profit organization that prepares girls for the workforce. Girls Inc. has created a platform that separates itself from is competitors by creating an atmosphere just for girls to gain skills for the corporate world. Girls Inc. grants students the opportunities to acquire leadership skills to last a lifetime. Throughout their time in the program girls will be introduced to life building skills. Each girl will be set in a path that will prepare her for the workforce and the situations that lay ahead.

The Rebrand of Girls Inc.: Introduction


Table of Contents Research Mission Statement

Research Paper: Abstract SWOT Analysis Target Audience Competition

Creative Process Creative Brief

Mood board

The Rebrand of Girls Inc.: Introduction

Style Guide Typography

Color Palette Logo Specifications

Solution Social Media

Billboard Design Commercial Screensaver Print Ad Magazine Spread


“Do what you feel in your heart to be right–for you’ll be criticized anyway.” —Eleanor Roosevelt


Research


Research Mission Statement Girls Inc. prepare girls for the workforce while giving them love, helping them learn, and showing them a new way to live.

Research Paper: Abstract The redesign of Girls Inc. will be very essential to the future of the organization. Girls Inc. is a company that

uplifts, rebuilds, and develops young girls into women. The workforce of the future is developing vastly and will have to be implemented by women and men will skills of leadership. Everyday Girls Inc. is helping do their part by give young girls the skills that will be needed in the workforce of tomorrow. The problem that has arisen with Girls Inc. is the lack of awareness and separation from other organizations and its completion. With a new brand design Girls Inc. will be more recognizable by its target audience. At the present time Girls Inc. can be easily confused with other organizations that promote the wellness of women. Once the redesign is taken place the color, image choice, and font will be changed to bring about a better recognition for Girls Inc.

The Rebrand of Girls Inc.: Research


Research Girls Inc. has many programs that help mold its girls into women of success. These programs include, but are not limited to tutoring, abuse awareness, and leadership skills. Within these programs teachers teach these girls how to live and survive in todays society. The skills that they will need such as budgeting money and how to find the right job for them are also a part of the Girls Inc. programs. The platform that has been set for these girls is to strive to be the best they can at all cost. In the ending solution with the redesign for Girls Inc. the target audience will be able to differentiate Girls Inc. from other organizations promoting women and girls. It will be separated from its competitions because the understanding of the organization being only for building up girls for the workforce will be reinforces. Lastly, all of these things will bring about the main solution, which is a larger awareness of who is Girls Inc. the things for which they stand.

The Rebrand of Girls Inc.: Research


Research SWOT Analysis Strengths

Opportunities

• Workforce skill • Positive enviornoment • Established - founded in 1864

• After-school programs • Fundraising • Leadership skills

Weaknesses

Threats

• Brand Awareness • Active Volunteers • Brand Appearance

• Competitions after-school programs • Organizations for all genders • Other At-Risk youth organizaitons

The Rebrand of Girls Inc.: Research


Research Positioning and Value Proposition Girls Inc. is an at-risk programs put in place to help young children become leaders in their communities. It differs from its competitors because Girls Inc. is the only at-risk youth program designed specifically for only young girls. It specializes in preparing them for the workforce.

Sustainable Competitive Advantage Young girls who participate in Girls. Inc will have these opportunities afforded them: • Positive environment in After-School programs • Sports • Etiquette • Career and Leadership skills • HIgh level fundraising • Lessons for raising awareness in their communities • Lessons on how to help themselves • Education • Tutoring • Classes on leadership • Team building The Rebrand of Girls Inc.: Research

Strategy for Promoting the Brand in the Campaign Project (Big Idea) Ideas for promoting Girls Inc. above its competitors • Girls only organization • Young girls will have an environment to express themselves and learn health, leadership, eduction, and career skills. • Workforce Development • Career based activities to inspire young girls to obtain college level degree for advancing career fields • Abuse Prevention • Rape prevention services • Child abuse services


Research Target Audience Profile 1 •

Woman age 32-45

Mother

Works hard to provide for her children

Values family and health

Helping the community in important

May not be educated past high school

The Rebrand of Girls Inc.: Research


Research Profile 2 •

Girl age 13-18

In school

Wants to make a difference in the community

Values family

Lives in at-risk community

The Rebrand of Girls Inc.: Research


Research Competition Big Brother Big Sister of America Similarities to Competitors: • Vision • Meaning • Value Differences from Competitors: • Commitment • Authenticity • Flexibility Onliness Statement (USP): Big Brother Big Sister of America is the only youth program that will partner with a child with a successful role model to guide them to having a bright future. The Rebrand of Girls Inc.: Research

Boys and Girls Club of America Similarities to Competitors: • Vision • Meaning • Value Differences from Competitors: • Commitment • Sustainability • Authenticity Onliness Statement (USP): Boys and Girls Clubs of America is the only youth program to present a positive environment for children of all ages.


Research YouthBuild USA Similarities to Competitors: • Vision • Meaning • Value Differences from Competitors: • Sustainability • Commitment • Flexibility Onliness Statement (USP): Youth Build USA is the only youth program the helps build character in children by assisting them in rebuilding their communities. The Rebrand of Girls Inc.: Research


Creative Process


Creative Process Creative Brief Project:

Girls Inc. need a new look and awareness. With a rebrand, the organization will draw in more members and have potential to raise more money to help at-risk young girls in the community by helping prepare them for the workforce.

Overview:

Girls Inc. is a company designed to inspire young girls by providing them skills to be leaders in the workforce. These girls are given opportunities to see how the workforce operates, activities to inspire learning, a positive environment, and love from their teachers. This company also uses fundraising to help the community and these girls to continue to have these opportunities.

The Rebrand of Girls Inc.: Creative Process


Creative Process Objective:

With a refeshed look from the rabrand, Girls Inc. will help more girls be competitive in the workdorce.

Target Audience:

Young girls living in at risk environments with potential to become leaders in the community with skills from positive role models.

Components:

Updated Social media sites and logo, new advertising and promotional items

The Rebrand of Girls Inc.: Creative Process


Creative Process Mood Boards A

The Rebrand of Girls Inc.: Creative Process


Creative Process Mood Board B

The Rebrand of Girls Inc.: Creative Process


Creative Process Final Mood Board Theme Girls Inc. is an organization that grants students the opportunities to acquire leadership skills to last a lifetime. Throughout their time in the program girls will be introduced to life building skills. Each girl will be set in a path that will prepare her for the workforce and the situations that lay ahead.

Descriptive Words • • • • • •

Growth Leadership Confidence Unity Success Excellence

The Rebrand of Girls Inc.: Creative Process


Creative Process

The Rebrand of Girls Inc.: Creative Process


Style Guide


Style Guide Typography The font shown below is the only font that will be used for Girls Inc. This will be used on any media purpose. The font should only use used in the colors shown in the color palette and black at a transparency of 54%.

Heading: Vandyke

Sub Heading: Noteworthy

Body Copy: Futura

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 !@#$%^&*() The Rebrand of Girls Inc.: Style Guide

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 !@#$%^&*() ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 !@#$%^&*()


Style Guide Color Palette The colors are used to bring a lighter and high esteemed presence to Girls. The colors below are the only colors that should be used when representing Girls Inc. The deep purple represents the richness of education and the Mint green represents the connection in the community.

R: 91 G: 192 B: 149

R: 110 G: 42 B: 133

R: 225 G: 166 B: 104

R: 98 G: 117 B: 144

R: 195 G: 64 B: 39

R: 137 G: 76 B: 32

C: 63 M: 0 Y: 55 K: 0

C: 70 M: 100 Y: 7 K: 2

C: 11 M: 37 Y: 67 K: 0

C: 67 M: 50 Y: 29 K: 5

C: 17 M: 89 Y: 100 K: 6

C: 32 M: 71 Y: 100 K: 29

The Rebrand of Girls Inc.: Style Guide


Style Guide Logo Specifications The original logo only uses typography and a single color. The logo is very simple and is self expressive of what Girls Inc. stand for, its girls. The new logo continues to use only typography to keep is recognizable for its current users. The typography is changes to a more professional font and the colors are change to express the new brand. Font used: Vandyke regular Colors used: Deep purple and Mint green

Final Logo

girls inc. Your girls are our girls

The Rebrand of Girls Inc.: Style Guide


Style Guide

girls inc. x

Your girls are our girls

3x

x

6x

The proportion of the logo is used so that the importance of the image is not lost. Girls Inc. prides themselve on being accurate and standard with each of their girls. The same applies with thier visual brand representaion. The “Girls Inc.� text should always be placed above the tagline.

The Rebrand of Girls Inc.: Style Guide


Solution


girls inc. Your girls are our girls


Davisc 10 2 1 final