Forward Hope Campaign

contents DESIGN STATEMENT 4 IMAGE INSPIRATION 5 DESIGN PROPOSAL 6 SOLUTION PLAN 7 SKETCHES 8 DESIGN ELEMENTS 12 BIBLIOGRAPHY 18

designStatement Adoption can be challenging for all of the people involved: parents choosing adoption for their children, parents adopting waiting for children, and the children who are waiting to be adopted into a forever family. A pervavise emotion is the doubt of the hope when the individuals wonder if anything will ever

change, if there is help, and what encouragement can be offered.1 Aside from counseling and professional guidance, visual images exist to express a range of emotions, such as guilt, sadness, and fear. It is with these images of guilt that are hard to view, especially for birth mothers who are grieving their

child.2 However, there is a lack of images to provide hope for a birth mother. This hope of providing a more promising future for a child extends from birth mother to adoptive mother to the adopted child. 3 Hope-filled visual imagery in a marketing campaign will encourage, strengthen, and help those to look forward for hope.

1. Child Welfare Information Gallery, “Emotional & Psychological Effects of Adoption on Birth Mother,” Adoption Network Law Center, accessed February 5, 2019. https://adoptionnetwork.com/emotional-and-psychological-effects-of-adoption-on-birth-mother.

2. A Child’s Dream, “6 Emotions Birth Mothers May Experience During the Adoption Process,” November 11, 2017. https://achildsdream. org/6-emotions-birth-mothers-may-experience-adoption-process/.

3. Sarah M. Baker, “Do You Feel Adoption Guilt? The Many Emotions of Adoption,” Adoption.com, June 26, 2014. https://adoption.com/ adoption-guilt.

image Inspiration Far Left: (Fig 1) Billboard design for Fostering to Adopt promotion by White Space Advertising, Ltd. Left: (Fig. 2) Magazine Print Ad, Igor Nechytailenko Above: Non-Profit Print Ad for Adoptuskids.org by Elizabeth Acosta.

design Proposal Titled “Forward Hope,� the objective of the design campaign is to offer hope and encouragement to those going through the adoption process.

The meaning of the campaign title suggests looking past the present and onto the future, grasping the ability to hope for things unseen, and to obtain strength from that.

These images will represent mothers and children with a double exposure technique.

Each poster will showcase an individual and the future that awaits them.

A supplemental piece to the posters are infographs that represent prominent celebrities that were adopted. Branding through the campaign is a The primary execution of this driving design concern. All visual campaign will be through elements will use a connected posters, billboards, print ads, color theme, gradient values, and and a social media presence. related typography.

solution Plan METHODOLOGY

Working on Forward Hope will begin in stages. The first will be developing a connected graphics plan of a logo, typography, color schemes and design elements.

With these established, social campaign primers will be introduced through Instagram, Facebook, and Twitter posts.

The purpose of the social media presence is to create curiousity.

throughout the community. It is hoped that word is spread to offer opportunities for hurting mothers to find help, to talk to friends, and for friends to reach out to them. This call to action is applied in the typography of these pieces.

LIMITATIONS

A few of the limitations involve the amount of work needed to create the print materials.

If there is not enough time to implement all of the pieces, the infograph plan may need to be readdressed. Another limitation is acquiring the funds for renting a billboard. Finally, the greatest Creation of this campaign will be concern is the communication. with Adobe InDesign, Illustrator, It is important that hope is the and Photoshop. Printing may be main message.

The second phase will implement done in house with the exception posters, bill boards, and print ads of the billboard.

sketches INITIAL BRAINSTORMING The beginning phase of designing Forward Hope elements started with a visual brainstorming.

Various versions of swashes, logo elements, and words are worked through in order to get to the final creation. Since flowers and leaves were the main symbol in this, variation of shapes, quantities and placement were explored.

A second phase of sketching explored the double exposure of posters and infographics, illustrating people and memories.

POSTERS AND INFOGRAPHICS

design Elements COLORS R 89 G 65 B 84

C M Y K

62 73 45 32

R 115 G 68 B 105

C M Y K

0 41 8 55

R 141 G 198 B 191

C M Y K

45 6 27 0

R 250 C 0 G 125 M 64 B 80 Y 73 K 0

R 252 G 187 B 101

C M Y K

0 30 69 0

NORWESTER

24 pt

NORWESTER

36 pt

NORWESTER 48 pt Memoriam pro inline

Memoriam pro inline Montserrat Light

Montserrat Light

Montserrat Light

12 pt

14 pt

16 pt

18 pt

24 pt

TYPOGRAPHY The typeface choices throughout the campaign uses Norwester and Memoriam Pro Inline for Headings and Subheadings.

There is special treatment for the Memoriam typeface in that the top of the x-height of the lower case characters needs to be shifted to be at the same top as the ascender line. For any body copy, Montserrat Light is used as a gentle, inviting type.

LOGO TREATMENT The Forward Hope logo of the campaign suggests a juxtaposition between a strong typeface and a fluent script. Contrasts of strong and gentle carry over into the complementary colors. With the elements of a symbol and typography, these elements.

The branding of this logo can be represented in various ways of Forward Hope. The variations of the vertical stacked logo and a horizontal arrangement offer different compositional needs for the design. When used as a solid color, the Memoriam Pro Inline style is substituted with a solid Headline style.

As various design elements are used to connect the posters together, these elements can be used in brochures, letterheads, and lower third elements in videos. In this case, these elements are used as footers in the posters and infographics.

uses curve swashes, organic forms, and a nostalgic style to create a connection for the viewers. The cartoon style is built upon the styles of the 60s picture books as well as modern animation films.

Another strength of this design One of the strengths of this is the flexilibilty to convert the design element is the gentleness flat bold design into a softer aspect. This design element watercolor style.

visual Solution PRINT SET

Implementation of Forward Hope will exist primarily in a print set that expands from poster prints, billboards, and magazine advertisements. These are meant to be seen in public spaces, for people to view, rather than for internal office use. Each design focuses on bright and cheery colors, a subject like a child or a mother, and a dreamlike scene that represents hope. It was also important to address freedom from guilt and grief.

Left: Adopt Hope poster design featuring a family bike trip.

Middle: Hope Waits poster design of a boy and his adopted mother.

Right: Choosing Adopter poster design showing a future mother seeking freedom from grief.

hope waits for you while you hope toAdopt

choosing Adoption offering hope

OFFERING HOPE FOR EVERYONE IN THE ADOPTION

for support contact 800.555.1234 forwardhope.org

OFFERING HOPE FOR EVERYONE IN THE ADOPTION PROCESS

for support contact 800.555.1234 forwardhope.org

Above: The Hope Waits poster in display at a bus stop. The bright colors make it noticeable.

Left: The Adopt Hope poster is designed to show hope for everyone in the adoption process.

Placing these in well trafficked areas can bring smiles and hope even to those who are not adopting.

Above and Right: In a larger scale, the Adopt Hope design brings color to neighborhoods as a billboard. With a call to action, viewers are encouraged to forward on hope.

OFFERING HOPE FOR EVERYONE IN THE ADOPTION PROCESS

choosingAdoption offering hope for support contact 800.555.1234 forwardhope.org

Above and Left: The Choosing Adoption billboards bring the message in bold view with a solid background.

It is also beneficial to keep the designs small and accessible. Magazine ads allow viewers who need help to hold on to the message until they are willing to accept encouragement.

Left: A primer to the Forward Hope campaign is a social media presence that occurs a couple of weeks before the prints go public. Instagram and Facebook allow viewers to spread the word, bring up interest, and offer hope.

thesis

Conclusion The emotions that surround the adoption process are steeped in negativity such as doubt, worry, and grief. These emotions are the target for the Forward Hope campaign. This campaign is designed to have a strong public

presence in print media and social media. Through bright colors, dynamic typography, and encouraging messages, Forward Hope vspreads hope and love for everyone in the adoption process.

bibliography A Child’s Dream. “6 Emotions Birth Mothers May Experience During the Adoption Process.”

November 11, 2017. https://achildsdream.org/6-emotions-birth-mothers-mayexperience-adoption-process/.

Acosta, Elizabeth. “Non-Profit Ad Campaign for Adoptuskids.org.” Elizabeth Acosta Design Portfolio. Accessed February 6, 2019. http://elizabethacosta.weebly.com/advertising. html.

Baker, Sarah M. “Do You Feel Adoption Guilt? The Many Emotions of Adoption.”

Adoption.com. June 26, 2014. https://adoption.com/adoption-guilt.

Child Welfare Information Gallery. “Emotional & Psychological Effects of Adoption on Birth Mother.” Adoption Network Law Center. Accessed February 5, 2019. https:// adoptionnetwork.com/emotional-and-psychological-effects-of-adoption-on-birthmother.

Nechytailenko, Igor. “Adopt. You will receive more than you can ever give.” Behance.com.

Accessed February 5, 2019. https://www.behance.net/gallery/1092161/adoption.

White Space Advertising, Ltd. “Advertising design for Fostering to Adopt promotion.” White Space Advertising, Ltd. Accessed February 6, 2019. https://whitespaceadvertising.co.uk/ portfolio/advertising-design-families-children-fostering-adopt-promotion/.

list of images Fig. 1. White Space Advertising, Ltd, Advertising Design for Fostering to Adopt Promotion.

Digital Image. Available from: https://whitespaceadvertising.co.uk (accessed February 6, 2019).

Fig. 2. Igor Nechytailenko, Adopt. You Will Receive More Than You Can Ever Give. Digital Image. Available from: https://www.behance.net/IgorNechytailenko (accessed February 5, 2019).

Fig. 3. Elizabeth Acosta, Non-Profit Ad Campaign for Adoptuskids.org. Digital Image.

Available from: http://elizabethacosta.weebly.com (accessed February 6, 2019).