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rebranding

Campaign

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The Birthright International rebrand campaign is built around a focus of unplanned pregnancy support, compassion and trust, while delivering a message of hope to young women. In order to promote awareness of the support Birthright provides, developing a rebranding campaign with a fresh new look and feel is necessary The campaign reflects a feminine look and feel while maintaining a professional tone. This project book will serve as the final strategy for the Birthright International rebranding campaign.


Introduction

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Table Of Contents


1.0

RESEARCH

1.1 Abstract 1.2 Bir thright’s Histor y 1.3 Competition 1.4 Target Audience 1.5 Swot Analysis

2.0

CREATIVE

3.0

STYLE GUIDELINES

2.1 Competitive Sur vey 2.2 Design Research 2.3 Moodboard 3.1 3.2 3.3 3.4

Brand Voice Logo usage & Misuse Typographic Usage Image Usage

5.0 FINAL DESIGNS 5.1 Office Print 5.2 Promotional Print 5.3 Billboards & Kiosks 5.0

1.6 Persona 1.7 Key Tenets 1.8 Positioning 1.9 Competitive advantage

2.4 Logo Development 2.5 Graphic Exploration

3.5 Graphic Usage 3.6 Color Usage 3.7 Tagline usage 3.8 Scalability

5.4 Website 5.5 Banners & QR Code 5.6 Social Media

REFERENCES

5.1 Research References

5.2 Image References

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Research


DESIGNER NOTES:

The research for Birthright International gives a glimps into the history of the brand, helped to identify problems with in the brand, and analyzed competitors. Each area of research facilitated a unique differentiation, chosing a target audience, creating personas, determining the look and feel of the campaign and finally creating a sustainable competitive advantage through brand solutions.

1.0 RESEARCH 1.1 Overview 1.2 Birthright’s History 1.3 Differentiation 1.4 Competition 1.5 Target Audience & Persona

1.6 Swot Analysis 1.7 Positioning /Advantage 1.8 Key Tenets 1.9 Brand Solutions

Research

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1.1 OVERVIEW

This section will explain and clarify the strategic plan for the redesign campaign of Birthright International. Provide a brief background about Birthright International’s organization and outline the unplanned pregnancy services that are offered to the client. It will identify the problem within Birthright International’s current brand, explain why this problem needs to be solved and examine the key differentiators that will help to position the brand more effectively. Thirdly, this campaign will outline the specified target market along with and explanation of the key strategies that will provide a more sustainable competitive advantage in the marketplace. This campaign will also cover key components of the design strategy such as color, typography, layout, and imagery as well as outline the intended design media forms for the campaign that will execute the overall tone for the brand message correctly. Lastly, this campaign will explain the potential strategies that will strengthen the action plan of the Birthright International campaign.


1.2 BIRTHRIGHT’S HISTORY Birthright International. is a non-profit unplanned pregnancy outreach center located in northeast Ohio, which is devoted to supporting all women with unplanned pregnancy concerns. Due to the lack of support, consumer awareness, and volunteers in the community, the numbers of clients

have decreased significantly (T. Sabo, personal communication: Birthright. May, 2013). Unplanned pregnancy has been a growing problem for many decades. According to Guttmacher, “ the teen pregnancy rate in Ohio was 62 per 1,000 women aged 14 to 20 in 2008”(Guttmacher Institute, 2011).

Birthright provides several services to women of unplanned pregnancy, which include: Completely one on one confidential support, friendship and emotional support, and free pregnancy testing. Other services that the organization provides are as follows: Referrals for: Medical assistance Legal and educational assistance Housing social agencies Professional counseling.

Information about: Prenatal development pregnancy Childbirth childcare options Child safety issues Job search/career development Adoption Free baby & maternity clothes

Overview

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1.4 COMPETITION Competition is ranked by revenue: 1.3 Competition

1.3 DIFFERENTIATION The key-differentiating factors that Birthright’s theme must encompass are no judgment and no persuasion in a young woman’s pregnancy decisions. This theme will create emotional touch points of empathy, compassion and acceptance, creating a connection to the brand.

#1. Pregnancy Center East Pregnancy Revenue: $440,551 #2. House of Hope Revenue: $95,533 #3. Reach Out Pregnancy Outreach Revenue: $60,422 #4. Birthright Inc. Revenue: $53,462


1.5 TARGET AUDIENCE & PERSONAS Young girls and women Between the ages of 14 and 20. With little to no income

Nora: Age 19 12th grade in high school Has a 7 month old son 3 months pregnant Works as a waitress Income of $12,000 yearly

In need of support for unplanned pregnancy services. Residing in Cuyahoga County.

Whitney Age 16 in 10th grade, catholic school Strict catholic family values Pregnant with no where to turn Works at Old Navy Income of $8,00 yearly 11


1.6 SWOT

Strengths • Focuses on building trusted consumer relationships • Treat each client as individuals • Three Locations in the greater Cleveland area • Involved with 400 other chapters nationwide • Over 40 years in business

Weaknesses • Lack of volunteers, funding, consumer awareness and lack of community support • Misinterpretation of business due to related pro-abortion clinics • Decreased number of clients

Opportunities • Growing number of unplanned pregnancies in Ohio • Growing internet market space • Locations with in 20 miles of large city (Downtown Cleveland)

Threats • Competitors offering ultrasound services • Competitors currently generate awareness through internet presence and advertisement • Two competitors with in a 20 mile radius offering similar services.

The purpose of performing a SWOT for the Birthright brand campaign is to build on strengths or positive aspects of the brand and problems of the brand that need to be focused on. Using the Swot analysis will help to build a better focused strategy.


1.8 KEY TENETS

com passion 1.7 POSITIONING AND COMPETITIVE ADVANTAGE

con nectedne

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Birthright is dedicated to building trusted relationship with their clients. This trust is built upon the promise that birthright will be there for each woman when they need them regardless of income, race, religion or creed. Furthermore Birthright promises to deliver support that is individualized to each women’s situation.

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1.9 BRAND SOLUTIONS The Birthright campaign will build focus on the support of women that are experiencing unplanned pregnancy between the ages of 14 to 20. This campaign is important because young women often find themselves riddled with fear or guilt about pregnancy and are afraid of how their parents will react. Furthermore, many young women lack the proper support to be able to confide in someone about her scary secret. The lack of community awareness, proper funding, volunteers decrease revenue for the current brand.


Volunteers will wear Birthright International uniforms to keep a consistent and professional look for the brand. Promotion of advertisement collateral would be distributed to clients in the form of canvas bags and condoms that help with the prevention of unplanned pregnancy. Kiosks will be used to promote brand awareness at events

in the community. Youtube will house several short videos about real life unplanned situations in order to create a deeper emotional touchpoint to the brand. Further more, these campaigns will help differentiate Birthright from the competitor. The rebrand campaign for Birthright International is important not only to update print advertisement collateral,

“BIRTHRIGHT CARES FOR EVERY WOMAN AND DOES NOT PASS JUDGMENT ON THE “QUALITY” OF LIFE OR CIRCUMSTANCES OF A PREGNANCY. IT DOES NOT DWELL ON THE PAST”

promotional materials and the website, but to build awareness of young women and awareness with in the community. It is important to focus on the differentiating factors that Birthright offers in order to provide a sustainable competitive advantage for Birthright’s

organization. The main focus of the campaign will be built around trust of the organization and compassionate support of young women to make individual choices in unplanned pregnancy.

1.9 Brand Solutions


MEDIA MIX A successful media mix should be cohesive and relevant to the target market as well as the brand. In the Birthright International media mix, Using mediums such as Pintrest and blogs would not be suitable for Birthright; due to the confidentiality that is promised to the target market and would be useless to the brand because when an unplanned pregnancy happens, people are not likely to announce it to the world.

1.9 Brand solutions

Website QR code Mobile App Facebook page

With the world becoming more interactive, it is important to use social mediums such as Facebook, Twitter or mobile applications to gain the attention of the busy lifestyle target markets that wish to interact with information of the brand. In the media mix for Birthright International, the following forms of media would greatly benefit the brand and create different touch points.

Twitter page YouTube channel Outdoor media Print media


“Unified experiences don’t have to be uniform. Customers need experiences that are right-sized for the touchpoint and their context”

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Creative


DESIGNER NOTES:

The creative section is important in order to show the process of design. Starting with evealuating the competition, developing a strategy and exploring the look and feel for the campaign redesign.

2.0 CREATIVE 2.1 Competition Analysis 2.5 Graphic Toolbox 2.2 Mood Board 1 2.6 Graphic Exploration 2.7 Motion & Sound 2.3 Mood Board 2 2.8 Infographic 2.4 Mood Board 3

Creative

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2.1 Competition Analysis

Competitor Similarities • Support women through unplanned pregnancy • Confidential services • Free Pregnancy Tests • Referrals for health care and adoption • Free maternity and baby supplies

BIRTHRIGHT INC.

PREGNANCY CENTER EAST

Differences from Competitors: • Focuses on trusted relationships with women. • Education focusing on future life regardless of past or present situation. • Inform women to make their own choice with out pushing views.

Differences from Birthright: • Support men and women through abstinence education • Free abortion support groups • Free Ultrasounds


UNIQUE SELLING POSITION Supporting important pregnancy decisions by building trusted relationships through one on one education when time is of the essence is what Birthright is committed to.

HOUSE OF HOPE PREGNANCY

REACH OUT PREGNANCY

Differences from Birthright: • Encourage alternative options for unplanned pregnancy • Training for life skills • Bible based support groups

Differences from Birthright: • Empowerment of women through life skill education • Free Ultrasounds

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THIS MOOD BOARD PROMOTES A TRENDY STYLE WITH AN UPLIFTING AND FUN MOOD. THE SUBTLE FEMININE COLORS WITH IMAGERY THAT WILL PROMOTE FRIENDSHIP; SUPPORT AND COMPASSION ATTRACT VIEWERS AT FIRST GLANCE. THE CIRCLES AND CURVED SHAPES REVEAL A MORE NATURE AND SUBTLE APPROACH TO ENHANCE THE DESIGN, AND SHOW REPETITION. THE CIRCLE SYMBOLIZES A CONTINUOUS COMMITMENT TO SUPPORT CLIENTS. THIS MOOD BOARD IS SIMPLE YET GIVES A PERSONAL FEELING.

2.2 Mood Board 1


2.3 Mood Board 2

THIS MOOD BOARD PROMOTES COMPASSIONATE FOCUS AS WELL AS EMPATHY WITH A WHIMSICAL APPROACH. THE HANDMADE FEEL IN CONJUNCTION WITH THE COLORS ARE STYLISH AND POWERFUL AND WILL ACCOMPANY THE HAND DRAWN GRAPHICS TO GIVE THE MOOD A MORE PERSONAL FEELING, THUS CONNECTING TO THE TARGET AUDIENCE OF A TEEN. THIS MOOD BOARD IS RELIANT ON GRAPHICS TO PROMOTE THE MOOD.


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THIS MOOD BOARD IS CLEAN AND CRISP WITH A MODERN FEEL. THE MOOD BOARD USES A COMBINATION OF IMAGERY AND TYPOGRAPHY TO PROMOTE THE LOOK AND FEEL. THE COLORS ARE VIBRANT AND UPLIFTING WITH A SMALL SHIFT IN CONTRAST WITH THE DEEP RED COLOR. THE IMAGERY USED IN THE BOARD PROMOTES EMPATHY, COMPASSION, ACCEPTANCE AND SUPPORT. THIS MOOD BOARD WOULD CONNECT MORE TO THE 20-YEAR-OLD YOUNG FEMALE.

2.4 Mood Board 3


2.5 Design Toolbox

IMAGES Convey compassion, support and connectedness that Birthright has built it’s brand upon. COLORS Subtle colors appeal to the young female target audience. SHAPE Circles convey connectedness and the commitment of the Birthright brand. TYPOGRAPHY Mimics the shape of the circle with curved letterforms. TEXTURE A collection of circular shapes with a subtle tone to create repetition of connectedness and commitment of the brand. The shimmery tomes of the bokeh are feminine and light. MOTION Motion will be subtle movements to convey the look and feel of the design elements. SOUND The sound for the brand will convey an uplifted, happy tone in order to give hope to young females.


Pantone 666 C

Shape

C- 63% M- 7% Y- 34% K- 0%

R -90 G -182 B -178

Pantone 663 C C- 8% M- 9% Y- 5% K- 0%

R -230 G -225 B -229

Pantone 7674 C C- 49% M- 44% Y- 11% K- 0 %

R -138 G -138 B -179

Pantone 494C C- 3% M-43% Y- 15% K- 0%

R -236 G -162 B -176

Pantone 710 C

Texture

C- 3% M- 91% Y - 64% K- 0%

R -231 G - 61 B - 80

Pantone 584 C C- 19% M- 05% Y - 82% K- 0%

R -213 G - 214 B- 84

Pantone 4975 C C- 49% M- 77% Y - 69% K- 67%

Headings& Subheadings

Comfortaa

Light| Regular|Bold

Subheadings & Body Copy

BIRTHRIGHT I

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Josefin Sans Light

R -65 G -31 B- 31

Type treatments

Monterey BT Regular

Deriva

Sounds & Mood

DESIGN TOOL BOX

Color

Images

Regular

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In suscipit libero nec volutpat pulvinar. Nullam venenatis dolor eu tristique volutpat. Nam molestie ac

Typography

Heartland is the instrumental piece that will be used to strengthen the mood.

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SKETCHES

DIGITAL VERSIONS

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SKETCHES In the iterations of the Birthright international, I focused on creating concepts of lettermarks and pictorial marks . The curved shapes in the iterations bring softness and feminine feel into the letterforms, all letters have rounded edges to symbolize the

curvilinear structure and concentrate on the more natural subtle approach. According to Bradley of Vanseo Design “Natural/Organic shapes are irregular. They have more curves and are uneven. They tend to be pleasing and comforting� (2010).

DIGITAL VERSIONS Digital versions were then done to determine which of the concepts would covey the look and feel of the brand as well as reach the target audience in a unique but positive manner. One the digital versions were done, the next phase was to determine the concept that was timeless differentiated the brand most effectively and the most unique.

2.6 Design Exploration


2.7 Motion & Sound

Movement in the Birthright Campaign show convey a consistent tone with the subtle feminine tone of the brand. Consistent use of typography, color, texture and tone of imagery all connect back to the uniqueness of the brand. In the final animated version of the logo the movement is subtle, clean and dramatic. The logo tells a story of a mother coming in then a baby to form the letter B and finally the light shining on them to encompass the support and focus that is built around them. All sounds should be subtle to convey the respective tone of the brand.


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Infographics tell a short story of the process in redesigning the Birthright brand. The infographics share a brief history and the entire process of the redesigned campaign. The infographic conveys the look and feel of the Birthright campaign through the use of circles, rounded rectangles, lines, consistent typography and the subtle color palette of the Birthright brand.

2.8 Infographic


Style Guidelines


DESIGNER NOTES:

The style guide section is an important aspect of brand consistency. Maintaining Logo specifications, color, type guidelines as well as imagery and texture guidelines will help to make the Birthright brand more recognizable to the audience.

3.0 STYLE GUIDELINES 3.1 Logo & Alternatives

3.6 Texture & Shape

3.2 Acceptable Logo Color

3.7 Image Usage

3.3 Spacing & Scale

3.8 Typographic Usage

3.4 Logo Misuse

3.8 Tagline usage

3.5 Brand Colors

Style Guidelines

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PRIMARY LOGO 3.1 Logo & Alternatives

Pictorial Mark

Primary logo contains two colors for use in print, or digital applications. . All typographic elements must remain in the following format. Horizontal version may be used for a variation in design graphic mark must always be placed on the left.

Wordmark

HORIZONTAL VERSION

Pictorial Mark

• No variation in type, • Icon elements must always

remain consistent as shown. • Use only acceptable colors to maintain brand standards

Wordmark


3.2 ACCEPTABLE USE

BIRTHRIGHT I

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BIRTHRIGHT I

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BIRTHRIGHT I

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Vertical version can be used with color palette background colors only. The logo must be white on a rounded corner rectangle if used in this manner.

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BIRTHRIGHT I

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BIRTHRIGHT I

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Horizontal version may be used with color palette background colors only. The logo must be white on a rounded corner rectangle if used in this manner.

Black and white version to be used on only office material for staff purposes.

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3.3 SPACING & SCALE

Center Align graphic mark with wordmark

Graphic mark in the vertical version should maintain consistent spacing from the wordmark the abstract head of the child in the logo is used to maintain this consistency. Spacing around the logo in any design asset must be measured by the head of the baby.

Graphic mark in the horizontal version should always be placed to the left of the wordmark and spaced using the small head in the horizontal version of the logo. The graphic mark and wordmark must also be vertically aligned with spacing of a heads with between graphic and wordmark. 40

Vertical align elements and size elements to same height


.75 inches

.2777 inches

1 inch

1.5 inches

All elements must be resized in unison to retain consistency of the logo. Minimum size restrictions should always be maintained in order for the logo to remain distinguishable. Any size below the minimum specifications will lose clarity of the brandmark, negatively reflecting a clean crisp brand image.

3.3 Spacing & Scale

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3.4 Logo Misuse

Inconsistent usage of the logo reflect on the brand negatively, It is important to maintain consistent a brand guidelines in order to reflect the brand in appropriately. • Do not use gradients in any part of the logo. • Do not use enclose parts of the logo in a shape. • Do not distort, skew or stretch any element of the logo. • Do not use wordmark without the graphic mark. • Do not use Gradients in shapes that behind the logo • Do not use colors outside of the brand color palette


3.5 BRAND COLORS

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

The color palette chosen for the campaign are subtle and feminine to capture a young female audience. The colors promote hope, empathy, and compassion. The use of darker colors is for contrast purposes and should be used sparingly for fonts, and lines.

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3.6 TEXTURE & SHAPE Bokeh Texture can be used in a variety of ways to add interest to design assets. Texture must be light, feminine shimmery in order to keep the brand consistent and recognizable. Background textures must also resemble the color palette at a 100% tint value for the color overlay. Polka dot texture can be used as an overly on any of the brand color palette. Type treatment texture should always contain the acceptable typeface for the brand texture guidelines. Shapes used must have curved edges. The primary shape to encapsulate images is a circle, however, the alternative is a rounded rectangle. Lines are permitted however, always be sure lines are light and subtle using no more than a 2 point stroke. 44


Images must convey compassion, empathy, support. Assets must contain images with at least one young female or multiple females interacting with others. Colors should be subtle with out loud abstract backgrounds or harsh colors.

3.7 Image Use


3.8 Typography

Heading- Comfortaa (bold) You are not alone; Birthright’s arms are always open. Subheading- Comfortaa - regular Empowering young women with life options.

Type treatments

Monterey BT - Regular Deriva - Regular Subheading & Taglines -Josefin Sans Std

We listen. We care. Birthright is always there!

Body copy -Josefin Sans Std

Facing an unplanned pregnancy can be scary, overwhelming, and isolating. Birthright is here hours a day, 7 days a week to listen and assure a woman she is not alone during this challenging time.

Typography must be consistent to the brand guidelines. Each section of text must convey the subtle curved letter forms in a clear manner. Never distort type or use a stroke on typeface.


3.9 TAGLINE USAGE

We listen. We care. Birthright is always there.

You are not alone; Birthright’s arms are always open. Promotes the commitment that Birthright has to building strong relationships with young women. We listen. We care. Birthright is always there. Promotes the message that Birthright will always be there to listen to young womens needs. Taglines must always be used in their entirety and in the approved typeface in the style guidelines. Tagline can be displayed to the right of the logo or under the logo with the same with spacing consostent with brand guidelines. 47


DESIGNER NOTES:

This section serves as a place to find the final solutions of the rebrand campaign for Birthright International. Each asset plays an important role in solving the problems of the brand.

5.0 FINAL DESIGNS 5.1 Office Print 5.2 Promotional Print 5.3 Billboards & Kiosks

5.4 Website 5.5 Banners & QR Code 5.6 Social Media

Final Assets

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5.1 Office Print

The printed apparel conveys the color palette of the Birthright brand with the logo over the left side of the shirt over the heart for symbolic meaning. The ID badges carry the same look and feel of the brand as well and help to make Birthright professionals stay consistent with the newly redesigned campaign.


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The canvas bag is complete with the Birthright logo and will contain valuable information about Birthright services and will used as a promotions part of the brand campaign. The bag will be used as a take away gift for promotions. Condom packaging is consistent, with the subtle color palette and also carries the logo of the brand, this allows Birthright to give away these items and keep the brand in the front of the consumers mind.

5.2 Promotional Print


5.3 Billboards & Kiosks

Billboards and kiosk are cohesive with each and every asset for the Birthright campaign. Information and design needs to capture the attention of passers by in about 20 seconds The logo, a short tagline, images and contact information is included in order to give a call to action to the audience.


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A newly redesigned website is the main point of contact for the client, perspective donors and volunteers. The audience can gain valuable information about the brand, find locations, find location information or simply chat in the 24-hour chat room that is completely anonymous

5.4 Website


5.5 Banners & QR Code

Web banners will link back to the website for Birthright and drive traffic and awareness up. Thus increasing revenue for the brand. The QR code can be used by mobile phone customers to gain information about the brand in the form of documents or simply link to the website.


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6 0


Facebook and Twitter Social media will be utilized as a way to gain awareness of gaining volunteers, donations and clients. It will also be used to promote campaigns in the surrounding areas in the greater Cleveland area. The website will contain a Facebook and Twitter link that will promote the current campaign of the brand.

5.7 Facebook & Twitter


5.8 Video Series & Youtube Channel

The Video series will focus on the education of sex in young adults, men and women both. Each situation will be unique to culture, age and income levels. A young woman is out on the town, she meets up with her boyfriend and ends up back home with him having unprotected sex. 3 weeks later she finds out she is pregnant and does not know what to do. Her boy friend is no where to be found and leaves her with a baby to tend to. Mom is so stressed front the baby crying all the time and all she can think of is to get away. She picks up the phone after seeing a Birthright commercial and decides to get help. You tube Channel will house many short 30-second videos of real life situations of unplanned pregnancy and create emotional touch points for the brand and gain awareness as well.


Music playing and laughing heard.

Out for a night on the town

Meets up with her boyfriend

oh no what am I going to do Has unprotected sexual relations

9 Months Later, Daddy is no where to be found & mommy is left alone

Teen Mother is stressed and needs some time away for her self.

Both lives are important, Let Birthright help you make a decision that is right for you. Get educated.

Call Birthright at 1-800-550-4900 for the help you need

We Listen. We Care. Birthright is always there! 63


References


DESIGNER NOTES:

This section give credit to the artists, photographers and writings that are contained with in this publication.

6.0 References 6.1 Research references 6.2 Image references

References

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RESEARCH REFERENCES:

6.1 Research References

Airey, D. (2007). 13 typefaces for graphic designers Retrieved from http://www.davidairey.com/13-typefaces-every-graphic-designer-needs/ Birthright Inc.(n.d.). About.[Website] Retrieved from http://www. birthright.org/about.htm Bonneville,D. (2007). How to Choose a Typeface. Retrieved from http:// www.smashingmagazine.com/2011/03/24/how-to-choose-a-typeface/ Cain,(2013). Our Creative Process: Why Mood Boards Work. Retrieved from http://www.zehno.com/news-resources/our-creative-process-whymood-boards-work/ Coelho, F., Pinheiro, R., Silva, R., de テ」ila Quevedo, L., de Mattos Souza, L., Castelli, R., & ... Pinheiro, K. (2013). Major depressive disorder during teenage pregnancy: socio-demographic, obstetric and psychosocial correlates. Revista Brasileira De Psiquiatria, 35(1), 51-56. doi:10.1016/j. rbp.2012.03.006 Design, (2008) Why Mood Boards Matter. Retrieved from http://www. webdesignerdepot.com/2008/12/why-mood-boards-matter/ Guttmacher Institute, (2011) State Facts About Unintended Pregnancy: Ohio, Retrieved From http://www.guttmacher.org/pubs/CPSWtestimony.pdf.


Lewis,(2013).The future of handmade design.Retrieved from http://www.computerarts.co.uk/ features/future-handmade-design Mitchell, A. A. (1986). The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement. Journal Of Consumer Research, 13(1), 12-24. OAH, 2010, (2011) Ohio Adolescent Reproductive Health Facts. Retrieved from http://www. hhs.gov/ash/oah/adolescent-health-topics/reproductive-health/states/oh.html. Osborne,(2008)Great article and great example boards on the 404 Creative Studios site. Retrieved from http://viget.com/inspire/getting-moody Scott-Kemmis, J. (n.d). Color Psychology to Empower and Inspire You. Retrieved from http:// www.empower-yourself-with-color-psychology.com T. Sabo of Birthright claimed that due to the lack of support, awareness, and volunteers in the community the number of clients has decreased significantly (personal communication, May, 2013). Vasile,(2011)Graphic Design Basics Part 1: Elements. Retrieved from http:// www.1stwebdesigner.com/design/graphic-design-basics-elements/

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IMAGE REFERENCES: Young female consoling friend~ http://www.corbisimages.com/images/Corbis-42-33101861. jpg?size=67&uid=bd1496f1-a633-4942-8cf8-dd2495f36047 Plasma hearts~ .http://thumbs.dreamstime.com/z/neon-plasma-purple-hearts-21256909.jpg Teenage girl talking with grandmother~ http://www.corbisimages.com/stock-photo/royaltyfree/42-23776080/teenage-girl-talking-with-grandmother?popup=1 Smiling women standing in circle ~ http://www.corbisimages.com/ Search#p=1&q=smiling+woman+standing+in+circle Young Female Consoling friend ~http://www.corbisimages.com/stock-photo/royaltyfree/42-40661603/woman-consoling-friend?popup=1 Studio shot of two hands holding each other ~ http://www.corbisimages.com/Search#mlt=4233429498&mla=33429498 Smiling mixed race friends ~ http://www.corbisimages.com/Search#mlt=4247420709&mla=47420709 Heart tree ~ http://www.sxc.hu/browse.phtml?f=download&id=1330921 Friends sitting on sofa and talking ~ http://www.corbisimages.com/stock-photo/royaltyfree/42-34871478/friends-sitting-on-sofa-and-talking Teenage Girl Sitting in Hallway Consoling her Friend ~ http://www.corbisimages.com/images/ Corbis-42-15725436.jpg?size=67&uid=224a1063-427b-432b-9c1c-639f11393fb8 Colorful hearts ~ http://www.sxc.hu/browse.phtml?f=download&id=1329851 Smiling Hispanic teenager holding red, paper heart ~ http://www.corbisimages.com/images/ Corbis-42-26838967.jpg?size=67&uid=ae5d6795-a522-4485-88cc-07a08d0b3f56


Supportive friends ~ http://www.corbisimages.com/images/Corbis-4226315019.j jpg?size=67&uid=9afe8b59-81c8-4808-b04f-6acc872d5258 Teenage girls with pregnancy test ~ http://www.corbisimages.com/ images/Corbis-42-38822212.jpg?size=67&uid=dc91adcb-24ab-46af9337-6683c3e173d3 Portrait of three young women smiling ~ http://www.corbisimages. com/images/Corbis-42-30895444.jpg?size=67&uid=8ed8a873-ccb74a46-ad9c-1746ce2abd3c Jeprie,M. Billboard Mock up ~ Retrieved from www.Desaindigital.com Canvas Bag ~ Retrieved from http://www.sxc.hu/photo/832823 Interior design~http://www.sxc.hu/photo/1224037 baby food ~ http://www.corbisimages.com/images/ Corbis-42-33805416.jpg?size=67&uid=3ba74bba-bb79-41cb-9ea1421bf251cff4 ID Woman~ http://www.corbisimages.com/images/ Corbis-42-51346488.jpg?size=67&uid=fae99c6e-82b9-40a5-b94ad84b66716fc9 Worried young woman ~ http://photodune.net/item/worried-youngwoman/4047807 Depression~ http://photodune.net/item/depression/2306525 Young Love ~ http://photodune.net/item/young-love/345460

6.2 Image References


IMAGE REFERENCES CONTINUED: Holding hands ~ http://photodune.net/item/portrait-of-young-couple-holdinghands/4949240 Holding pregnancy test~ http://photodune.net/item/woman-hiding-pregnancytest/5113618 Help ~ http://photodune.net/item/help/5893664 4 Teen Girls ~ http://photodune.net/item/four-teen-girls/408487jgp/75438719jpg? v=1&c=IWSAsset&k=3&d=xtK6zIvtg79olh3RHFFF%2bMfb%2b2aaBSqKkrJe3jKJx NI%3d compassion~http://www.gettyimages.com/detail/photo/doctor-holding-femalespatient-hand-high-res-stock-photography/98471476 empathy~http://www.gettyimages.com/detail/photo/close-up-of-a-young-womanconsoling-her-friend-royalty-free-image/56677987 connectedness ~http://www.gettyimages.com/detail/photo/people-holding-handstogether-against-blue-sky-royalty-free-image/108113527 3friends(website)~http://www.sxc.hu/browse.phtml?f=download&id=1094303 Friends whispering~ http://www.sxc.hu/browse.phtml?f=download&id=1066564 Sister~ http://www.sxc.hu/browse.phtml?f=download&id=829857 Girls education~ http://www.sxc.hu/browse.phtml?f=download&id=201106 Young woman ~http://www.sxc.hu/browse.phtml?f=download&id=171870 Support friends ~http://www.sxc.hu/browse.phtml?f=download&id=1174716 Pink Bokeh~ http://www.flickr.com/photos/pinksherbet/3045544863/sizes/o/ Blue Bokeh ~http://www.sxc.hu/browse.phtml?f=download&id=1340685


Bokeh_2 ~http://www.sxc.hu/browse.phtml?f=download&id=1373225 Dark Pink Bokeh~ http://www.flickr.com/photos/jyryk/3979430195/sizes/o/ bokeh1White~http://www.unsigneddesign.com/Jill_Wellingtons_Bokeh_Textures/bokeh1.jpg Muticolor subtle bokeh~http://assassinm-stock.deviantart.com/art/texture-96-383698726 Pocket http://cache1.asset-cache.net/gc/83162752-fra.

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Aldermand 10 3 1 final 2  
Aldermand 10 3 1 final 2