Green Visual Strategy Guide

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Book 1 /3 Visual Strategy Guide

Green _ A Visual Strategy Guide The Current Brand

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Table of Contents

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Book 1 /3 Visual Strategy Guide

Green _ A Visual Strategy Guide

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Human societies must function with the understanding that we are part of nature, not separate from nature.

We must maintain an ecological balance and live within the ecological and resource limits of our communities and our planet.

In this Visual Strategy Guide, we are rebranding the Green Party US. By reaching deep into the soul of this brand, we are looking at the organization’s history, current competition, and their current look and feel, to determine the best strategy to propel them into the future.

Green _ A Visual Strategy Guide

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_ Table of Contents –

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The Current Brand _ 10 Key Values _ History _ Current Competition

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The Future Brand _ Mission Statement _ Keywords _ Audience Profile _ Future Competition _ Old and New Look

Green _ A Visual Strategy Guide The Current Brand

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Table of Contents

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The Current Brand

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10 Key Values History Current Competition

Green politics is sometimes considered a ‘higher’ worldview and not simply a political ideology. We are seeking to take the Green Party US beyond politics and bring the ideology into society.

Green _ A Visual Strategy Guide The Current Brand

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History

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The Green Party US is the fourth largest political party by membership of the United States. On the political spectrum of the United States, they are seen as one of the most left-leaning parties with their stances on environmentalism, nonviolence, social justice, participatory grassroots democracy, gender equality, LGBT rights, anti-war and anti-racism.

Due to the party’s more polarized stances, internal struggles within the organization, and lack of focus, the organization struggles to gain followers in the political platform.

_ Today, the Green Party US remains stagnant in membership. So, how do we fix it? –

Jill Stein was the party’s presidential candidate in 2012 and 2016.

10 Key Values

The Current Brand

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_ The Green Party US originated with these 10 key values. –

Green _ A Visual Strategy Guide

Founded in 1984 as the Green Committees of Correspondence, the first meeting was held in St. Paul, Minnesota. Members of individual state Green Parties gathered and the 10 key values were adopted, which created the foundation of the organization.

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Grassroots Democracy _ Social Justice and Equal Opportunity _ Ecological Wisdom _ Non-Violence _ Decentralization _ Community-Based Economics _ Feminism and Gender Equity _ Respect For Diversity _ Personal and Global Responsibility _ Future Focus and Sustainability

History

The Current Brand

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Green politics took form in the western world during the 1970s. The politicization of the Green Party took form for the first time in Germany in the late 1970s. Since then, Green parties have formed across the globe in many different forms in different countries.

Green _ A Visual Strategy Guide

_ In order to move forward and fix a stagnant organization, we need to take a look at the history of the Green Party US. –

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1991 Green Committees of Correspondence restructured to form The Greens/ Green Party USA. The Federal Elections Committee recognizes The Greens/Green Party USA as a national political party.

1985 1st party candidate to run for office.

1986

1987

1988

1989

1984

1st meeting of state organized Green Parties held in St. Paul, Minnesota where the 10 Key Values were adopted, forming the Green Committees of Correspondence.

1990 Alaska becomes the first state to have a green party candidate on the ballot.

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The Current Brand

History

1996 Nader/LaDuke appeared on ballots in 22 states and they received 0.7% of popular votes.

The Association of State Green Parties (ASGP) formed out of the members that wanted to focus on breaking into the national political stage.

1992

1993

1994

1997

1998

Green _ A Visual Strategy Guide

1996 Ralph Nader runs for the party’s first presidential campaign in the California primaries.

Internal conflicts begin to arise in the party regarding disagreements in views on organization’s focus.

1999 2000 Nader/LaDuke appeared on 44 ballots for the presidential election and won 2.7% of the popular vote.

The Boston Proposal was approved by the ASGP in December.

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2001 The Boston Proposal was rejected by the G/GPUSA.

The ASGP became the Green Party of the United States (GPUS) and filed for national status with the FEC. 2002 John Eder becomes the first House of Representative from the GPUS.

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2005 The G/GPUSA loses their status with the FEC.

2008 Cynthia McKinney/Rosa Clemente ran for the GPUS winning 0.12% of the popular vote.

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2009

2006 The GPUS won 6 public office races nationwide with the most significant win being Gayle McLaughlin for mayor in Richmond, CA, the first city win with over 100,000 residents.

2004 David Cobb/Pat LaMarche ran for the GPUS winning 0.10% of the popular vote.

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The Current Brand

History

2010

2011

2013

2014

2012

Green _ A Visual Strategy Guide

Jill Stein /Cheri Honkal a ran for the Green Part y US winnin g 0.36% of t he popular vote.

2015 2016

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2018

The Green Party US rebranding initiative begins .

2017

The Current Brand

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Current Competition

Current Competition (C) The current Green Party US exists strictly as a political party, competing with the major players such as the Democrats and Republicans.

Adjacent Competition (A) For those members that do not adhere to a political party, they may participate in political environmentalism through other outlets.

Green _ A Visual Strategy Guide

_ It is necessary to evaluate the current market place to figure out how we need to show up in these spaces with and against competitors. –

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Current Competition (C)

The Democratic Party is a moderately left-leaning political party (C)

The Constitution Party is a political party focused on the original interpretation of the constitution (C)

The Libertarian Party is a conservative political party with liberal social views (C)

The Republican Party is a moderately right-leaning political party (C)

The Socialist Party is a multi-tendency democratic socialist party (C)

The international network of Green parties and green political movements (A)

A non-profit public interest law organization dedicated to environmental issues (A)

An environmental organization that participates in green politics (A)

A federal agency dedicated to protecting human health and the environment (A)

An environmental organization encouraging citizens to action to slow global warming (A)

An environmental organization aimed to “ensure the ability of the Earth to nurture life in all its diversity.� (A)

An international organization working for wilderness preservation and the reduction of humanity’s footprint on the environment (A)

Adjacent Competition (C)

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The Future Brand

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Mission Statement

Future Competition

Keywords

Old and New Look

Audience Profile

Coming in fourth in a two-party political system, there is no upward mobility for the Green Party US to go politically. This rebranding provides potential for the Green Party US to create a better future by focusing on other aspects of it’s four pillars.

The Green Party US could recalibrate it’s focus to be more green and more active. How can they disrupt the broken government in a different way? Could they collaborate with organizations that seek to increase the amount of greenery in the country in a politically subversive way?

Mission Statement

The Future Brand

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Green _ A Visual Strategy Guide

Our mission is to sustain a civil society by revitalizing our natural resources and maintaining the world’s natural order.

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_ The new Green Party will evolve beyond political limitations to sustain our world’s resources. Change will continue to occur on the political level and an increased grassroot effort will begin to fight for what’s best for the people and the natural world.

Keywords

The Future Brand

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_ The new mission statement lays ground for new keywords. –

Green _ A Visual Strategy Guide

The way the Green Party US is differentiated from other political organizations is in their approach to making policy changes. They fight for the future of the people of the United States by starting from the ground up to changing the existing broken political system. They are grassroots activists, environmentalists, advocates for social justice, nonviolent resisters and regular citizens who have had enough of corporate-dominated politics.

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Integrated Solutions should take into account all elements, people, plants, and animals.

Keywords

The Future Brand

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Natural

Green _ A Visual Strategy Guide

The planet and its’ organisms should be the core focus.

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Grassroot Effective and lasting change needs to start from the people—from the ground up.

Green _ A Visual Strategy Guide

The Future Brand

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Audience Profiles

A persona is a collective of traits that define a typical audience member.

Archetypical behaviors reflect a particular core motivation.

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_ Personas represent a certain portion of the general population that and how their characteristics might define their relationship with a particular brand.

The Future Brand

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Audience Profiles

Hillary Johnson, 25 Medical Student Los Angeles, CA

Knowledge Centric 1

Recycles because she did a report on the great garbage patch in the Pacific Ocean.

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Uses a reusable water bottle because she learned about the harms of plastic in the environment.

Green _ A Visual Strategy Guide

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Takes timed 4-minute long showers because she watched a talk by Al Gore on .

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She always finishes the food off of her plate or saves it in a tupperware for later because she’s on a student budget.

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Tries to buy and eat locally and organically because it supports local businesses.

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Used to take only public transit because it has a smaller carbon footprint.

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Drives more often now because public transit is difficult in Los Angeles.

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Mohammed Iman, 62 Court Administrator Kabul, Afghanistan

Law Centric 1

Never jay-walks because he believes that law exists to maintain a civil society.

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Works for the public services because order needs to be maintained and upheld to serve and protect the people

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Enjoys watching professional sports because there are rules that allow players to excel athletically.

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Keeps up with the news because he wants to stay up-to-date with the ever-changing political events of his home country.

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Is critical of public officials that are incompetent because honor and integrity are essential to serve the public.

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Eats at Subway because it is close to his work at the courthouse.

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He believes that as long as people abide by the law, the society is going to be a good place to live.

The Future Brand

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Audience Profiles

Sylvia Mendez, 17 Grocery Merchandiser Berkeley, CA

Community Centric

Green _ A Visual Strategy Guide

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Watched “What the Health” and “Food, Inc.” other food documentaries because food plays a significant role on the society.

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Dumpster dives at local grocery stores because she wants to make a statement to reduce food waste.

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Gardens at a local community center because it tastes better and is community-oriented.

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Lives in the Berkeley commune and shares her fruits and veggies with other folks.

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Uses essential oils because plants have natural healing powers.

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Smokes weed and creates art because she’s connected with her spirituality and wants to express it.

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Does not shave her arms or legs because she believes shaving perpetuates an unrealistic expectation for women.

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Danny Ng, 29 Camp Director Copenhagen, Denmark

Nature Centric 1

Hikes and camps a lot because nature is soothing and healing.

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Teaches ecology to the campers because he wants future generations to respect nature.

Doesn’t participate so much in politics because he thinks gets too petty and convoluted.

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Eats vegetarian because the meat industry is bad for the environment.

Eats food off the ground because he believes that we are part of nature.

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Showers sparingly because he is comfortable with nature and dirt don’t hurt.

Donates to PeaceCorp because he believes in personal and global responsibility.

The Future Brand

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Abigail Eze, 48 Global Programmer Lagos, Nigeria

Action Centric 1

Travels across the world because global action requires face-to-face interactions.

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Green _ A Visual Strategy Guide

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Gets souvenirs from locals because it’s a more authentic representation of their culture.

Goes to Burning Man every year because the she loves the art and innovation combined with the lack of structure.

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Enjoys cooking because she gets to sample all the foods and spices she gets from her travels.

Always carries a smart phone on her because global work doesn’t end around 9-5.

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Makes Arduino robots for fun because she likes to see the direct results of action, especially in real time and space.

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Watches Black Mirror because she’s fascinated by all the possibilities of the future.

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Tim Jackson, 28 Non-Profit Coordinator Oakland, CA

Feminism Centric 1

Organizes and/or attends all the protests because he believes all voices need to be heard.

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Goes to many local art and music shows because he supports local artists and expression.

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Often writes letters and makes calls to local representatives and congress because they should represent his voice.

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Makes jewelry in his spare time to express his femininity.

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Volunteers at a local homeless shelter because a lot marginalized trans youth end up there.

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Sometimes brings and shares his meals at the homeless shelter because his friends are there.

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Yells at cars with Trump bumper stickers because Trump represents oppression.

The Future Brand

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Future Competition

Aspirational Competition In the rebranding initiative, the Green Party US will be transformed to engage the community to be active in subverting green politics through grassroot activism.

Green _ A Visual Strategy Guide

_ To reimagine the future of the brand, we must imagine the space that the brand will exist in by looking at it’s aspirational competitors. –

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A nonpartisan nonprofit organization aimed “to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States.�

An employee-owned company providing environmentally friendly gardening products and information

An organization to help people cultivate community gardens, sustain grassroots groups, grow food, and address issues critical to the future of their gardens

An anonymous England-based graffiti artist, political activist and film director

An international activist movement that campaigns against violence and systemic racism toward black people

An environmentally conscious compost organization that provides compost for a sustainable growing system

OBEY Awareness is about variety and experience, thinking about your surroundings and questioning the purpose.

A non-profit organization aimed at promoting community food and ornamental gardening.

A revolutionary black nationalist and socialist organization

A radical animal rights organization

The Future Brand

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Old and New Look

Green _ A Visual Strategy Guide

Utilizing our research, let us visually strategize how the brand will transform from the old look to the future look.

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_ Using a grid of images, we can capture the look and feel of the old Green Party US and how we imagine the new Green will be after the rebrand.

The Future Brand

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Old and New Look

Green _ A Visual Strategy Guide

_ The old look of the Green Party US is stagnant, aged, and undefined. –

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The Future Brand

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Old and New Look

Green _ A Visual Strategy Guide

_ The future look of Green will be natural, grassroots, and integrated. –

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Green _ A Visual Strategy Guide The Future Brand

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_ In book 2, the Visual Development Guide, we show the process of how the new identity was developed using the strategies developed in this book. _ In book 3, the Visual Standards Guide, we are introduced to the new identity and how the new brand works.

Lastly, find the future of this brand on www.greenmovement.us.

Resources

The Future Brand

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https://commons.wikimedia.org/wiki/ File:Earth_from_Space.jpg http://www.cagreens.org/pix/ nabc_1984_green_nov_statement.jpg https://commons.wikimedia.org/wiki/ File:Jill_Stein_by_Gage_Skidmore_2.jpg https://upload.wikimedia.org/wikipedia/commons/thumb/b/b2/Naderspeak.JPG/1200px-Naderspeak.JPG https://www.speakoutnow.org/sites/ default/files/LaDuke.jpg

Audience Profiles

Old Look

https://upload.wikimedia.org/wikipedia/commons/4/46/AJM_036_Cuba_Recycling.JPG

http://www.publicdomainpictures.net/view-image. php?image=13630&picture=pottedplant

https://garden.ikners.com/guerillagardening/ https://www.pexels.com/photo/people-crowd-walking-9816/ https://en.wikipedia.org/wiki/Nalgene https://commons.wikimedia.org/wiki/ File:Cold_Cut_Sub.JPG https://commons.wikimedia.org/wiki/ File:Dunkin_Donut.JPG https://commons.wikimedia.org/wiki/ File:Chewy-Granola-Bar.jpg https://commons.wikimedia.org/wiki/ File:Spaghetti_alla_Carbonara_(Madrid).

JPG

Green _ A Visual Strategy Guide

https://commons.wikimedia.org/wiki/ File:Protein_shake.jpg

https://commons.wikimedia.org/ wiki/File:Clarence_B_Sabbath_Middle_ School.jpg https://www.flickr.com/photos/pandora_6666/6814445315 https://commons.wikimedia.org/wiki/ File:US_Navy_090303-N-3666S-003_ Boatswain%27s_Mate_2nd_Class_Rasheema_Newsome,_assigned_to_Commander,_Navy_Region_Hawaii,_reads_ Dr._Seuss%27_The_Cat_in_the_Hat_to_ kindergarten_students_at_Lehua_Elementary_School.jpg

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Future Look

https://commons.wikimedia.org/wiki/ File:White_Hamster_in_Jericho.jpg

http://www.publicdomainpictures.net/ hledej.php?hleda=crack

https://commons.wikimedia.org/wiki/ File:Occupy_Wall_Street_Hippies_2011_ Shankbone.JPG

https://commons.wikimedia.org/wiki/ File:South_Junior_High_School_Quincy_MA.jpg

https://www.flickr.com/photos/alamosbasement/3564909187

https://commons.wikimedia.org/wiki/ File:Cleaning_sponge_detail.jpg

http://www.publicdomainpictures.net/ view-image.php?image=224285&pictur e=thanksgiving-dinner

http://www.intostudy.com/en-gb/ universities/university-of-east-anglia/ studying/teachers http://www.atlasobscura.com/articles/ see-the-nighttime-acrobatics-of-montanas-flying-squirrels http://fsutorch.com/2011/11/09/ autumn-alive-woke-me-up/

https://the-overlander.myshopify.com/ collections/new-arrivals/products/copyof-expander-chair-storage-bag-by-frontrunner https://commons.wikimedia.org/wiki/ File:Rollin%27_in_the_Dough_Waffle_ Fries,_Shreveport,_LA_(5635060069). jpg

Fannie Ko GR 604 Nature of Identity AAU Fall 2017

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Audience Profiles