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WEAKNESSES

INTERNAL

STRENGTHS

The Horses Helping Heroes Project

THREATS

EXTERNAL

OPPORTUNITIES

C. Cooley, BDV 3.3.3


STRENGTHS

The Horses Helping Heroes Project

The goal of this panel is to present the Horses Helping Heroes brand strengths as bright, lush, and patriotic. The main image of the silhouetted soldiers taken from the ground is figurative of their struggle to rise above any challenge. The man walking alone with the white horse shows that disabled veterans can be independent. As part of the therapy, participants are trained on an Equicizer to help them get accustomed to riding a real horse, represented in the next photograph. One of the benefits of this therapy program, shown in the subsequent image, is its location in the peaceful Virginia countryside. The final image reveals some of the program’s equipment, which they are free to use and move around as needed. The overall feel is hopeful and vibrant.

• Weak Logo • Wordy Name • Dated Website • No indoor facility • Cannot operate during Winter months • Limited by number of trained horses • Farther away from Military bases than competition INTERNAL

• Free Equine Therapy to veterans • Allows veterans to work with horses independently • Owns Equicizer mechanical horse to enhance strength and balance • No competition for time and equipment • Helps veterans improve mental and physical health • Located in the countryside

WEAKNESSES

The mood in this panel is designed to feel cold and desaturated, since weaknesses often feel draining. The first image, captured from the organization’s outdated website, shows the clunky logo with the wordy name. Since the program’s main disadvantage is the lack of an indoor facility, the largest background image represents all the indoor training that is not currently possible. The snowy paddock explains why the program cannot operate during Winter. Next, the row of horses demonstrates the limitations in having only a few horses. Lastly, the photograph of measuring tools on a map signifies the organization’s distance from potential clients.

OPPORTUNITIES

THREATS

The opportunity quadrant is earth-toned and natural to represent the unique, alternative healing methods Horses Helping Heroes provides. The first photograph is a handmade bowl of natural herbs, signifying the personal, holistic therapy used in the program. The PTSD graphic portrays the private struggle sufferers undergo which can be helped through equine therapy. The map reveals a dense population of military bases in the Hampton Roads area, making it a prime location for the organization. The image of soldiers walking beside a large convoy marks the long journey veterans have made, not only through the extended war, but also through their own mental and physical battles. The last and largest image, a dog tag to support veterans, displays the growing desire to help them when they come home, which encourages more veterans to seek help.

EXTERNAL

• Rise in demand for alternative healing methods • More veterans diagnosed with PTSD • 12 local military bases • Extended war = Many disabled veterans • Greater push to support veterans • Veterans now more confident to seek help

• Dependent on Donations • Receives no Federal or State funding • Unstable Economy • Working Outdoors/Extreme Weather • Requires help from Volunteers • Equi-Vets in Virginia Beach • Dream Catchers Horses for Heroes in Williamsburg

The threat panel is harsh and toned red to indicate danger. Horses Helping Heroes functions solely on donations but receives none from the government, which is why the “Donate” can was placed first. Donations also depend greatly on the economy, so the large background image that appears to stem from the donation image represents financial struggle and the connection between the two. The man standing under cover from the rain represents the obstacle weather can be when program participants have to work outdoors. Volunteers are not always available, so the next image includes the phrase “We need your help,” for emphasis. Finally, two main local competitors, Equi-Vets and Dream Catchers, are represented in the threat quadrant by the company logos.

C. Cooley, BDV 3.3.3


Summary

This SWOT Moodboard for the Horses Helping Heroes project helps to clarify the colors, textures and feel of the organization. The Strengths and Opportunities panels reveal the company as patriotic, vibrant, and earthy. The Weaknesses and Threats panels show that dull colors and sharp, angular designs should be avoided. The color palette for further design pursuits should be bright, natural and patriotic. Textures that symbolize nature and growth, such as soil, grass, and trees should be utilized to represent progress and healing. Fonts should be strong and smooth, but not harsh, to portray the organization as strong, supportive, and welcoming.


References Augusto, M. (Photographer). (2011). US Marines escort a fuel convoy outside FOB Edinburgh, Helmand. [Web Photo]. Retrieved from http://geographicalimaginations. com/2012/09/01/logistics-and-the-fortunes-of-war-in-afghanistan/ Base location map for Hampton Roads Virginia. (2012). [Web Photo]. Retrieved from http://williamsburgsrealestate.com/2011/12/16/bah-rates-rise-for-hampton-roads-militaryin-2012/ Donate. (2012). [Web Photo]. Retrieved from http://www.hjmc.org/donate-ag?ReturnUrl=LwBkAG8AbgBhAHQAZQAtAG8AbgBsAGkAbgBlAA== Dream Catchers. (2009). Dream catchers’ horses for heroes. Retrieved from http://dreamcatcherswilliamsburg.org/index.php/programs/horses_for_heroes Equi-Vets. (2010). [Web Graphic]. Retrieved from http://www.equikids.org/programs/ Forsythe, C. (Designer). (2012). PTSD 30 second commercial. [Web Graphic]. Retrieved from http://militarybases.com/blog/ptsd-30-second-commercial/ I Support Vets. (Designer). (2011). I support vets dog tag. [Web Photo]. Retrieved from http://onelovemassive.com/i-support-vets-memorial-day-celebration/ Kentoh. (Photographer). (n.d.). Unstable economy. [Web Photo]. Retrieved from http://yaymicro.com/stock-image/unstable-economy/836444 Parker, E. L. E. (Photographer). (n.d.). Waiting out the storm. [Web Photo]. Retrieved from http://community.travelandleisure.com/_ElizabethLisaElleryParker-has-added-Waiting-Out-the-Storm/photo/17257423/135852.html Pictures of Winter. (Photographer). (2011). Winter scene. [Web Photo]. Retrieved from http://www.picturesofwinter.net/winter_wallpaper.html Safeway Steel Buildings. (Photographer). (2011). Horse riding arenas. [Web Photo]. Retrieved from http://www.safewaysteel.com/buildings/agricultural-and-horses/horse-riding-arenas/ Stone, K. (Photographer). (2011). Postpartum depression alternative treatments. [Web Photo]. Retrieved from http://www.postpartumprogress.com/the-best-complementary-alternative-medicine-treatment-options-postpartum-depression/herbs The Horses Helping Heroes project: Photos. (2012). Retrieved from https://www.facebook.com/TheHHHP/photos_stream Veterans day poster. (2008). [Web Photo]. Retrieved from http://www.carlisleoh.org/vertical/Sites/{48B9A1D7-9857-4E83-84E6-8AF1C50260EF}/uploads/Veterans_day_2008_ poster(1).jpg Volunteer. (2012). [Web Photo]. Retrieved from http://caringforcarterbenefit.blogspot.com/2012/03/we-need-volunteers-to-on-day-of-benefit.html Yousuf, H. (Photographer). (n.d.). Measuring distance on a map with a school compass. [Web Photo]. Retrieved from http://www.123rf.com/photo_3124176_measuring-distanceon-a-map-with-a-school-compass.html


SWOT Moodboard