ALL IN WASHINGTON SPENCER OLSON
Communications Hub Director Spencer@fusewashington.org
TABLE OF CONTENTS 1. Creative Summary & Risk Assessment 2. Audience Assessment 3. Competitive Analysis 4. Inspiration 5. Mood Board & Direction 6. Concept Development 7. Logo Process 8. Style Guide 9. Deliverables 10. Collateral Process
TABLE OF CONTENTS
CREATIVE SUMMARY & RISK ASSESMENT WHAT IS ALL IN FOR WASHINGTON?
The goal of our brand is to invite and entice our target audience into a conversation that educates and convinces them and the broader public about the value of taxes. The logo must compliment this brand and work well in print and digital materials.
IDENTIFIES WHAT WE’RE TAKING ON/CHANGING
“It’s Our WA”; does this trigger anti-immigration? How do we talk about taxes/cleaning up the code without being too boring?? How do we talk about the reform aspect? “We choose prosperity” “We choose” Foundations of/for Prosperity Foundations for the Future Taking Charge/Our Job aspect Eleanor Roosevelt Explorer mentality; trying something new Zorro; swashbuckler Robin Hood Committed to people/community around them Deray Harry Potter/Hermione Pioneer and captain -- leaders; forging a new path forward; envisioning a new solution; finding ways to engage people in getting there together 20 years down the road -- Barack Obama; historical, big deal, inspiring figure, fresh voice in a stale system
CREATIVE SUMMARY & RISK ASSESMENT
THEMES:
Together Vision Future Fresh Foundations Build Active verbs Neighborhood Climbing a mountain Bigger pie Togetherness - circle Refreshing, abundance, cornucopia Shared meal Bullet train: moving fast into the future Energetic Strength: Rosie style
RISK ASSESMENT
Brand process brief Style guide Website Training Material Positive Memes Fact sheets Video Power Point Email & Letter Set (Word, Excel, HTML)
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COMMUNITARIANS
(16% OF THE POPULATION): If there is a pro-tax group in America, it would be this segment of the population. Communitarians are driven by community and by collective thinking. They see the value of pooling resources to invest in shared needs. They believe government revenues are too low, and would rather invest in communities than see the middle class get a tax cut. They are populist, knowledgeable about government budgets, and are politically engaged. Demographically, they tend to be liberal Democrats, female, the mosteducated segment, well-off, and white. Since this group is already on board, they can be influential with their peers with more confidence about how to express their opinion effectively.
INATTENTIVE STRIVERS
(29% OF THE POPULATION): Inattentive Strivers don’t pay much attention to tax and budget issues, and don’t really want to. They are middle-of-the-road in many opinions; however, the ideas that drive them tend to revolve around striving for the future, including a desire to invest in accomplishing great things, that taxes pay for things that support a good economy for everyone, and that taxes are a contribution to society. Demographically, they are the youngest of the groups, people of color, and high school educated, but their in-comes are average, so they may see themselves as being able to join the ranks of the middle class. In addition to the basic communications strategy outlined above, investing for shared goals and the future is particularly motivating for this group.
DUTIFUL DISCONTENTED
(33% OF THE POPULATION): This group is fairly average on many indicators, but they express a sense of duty when it comes to this issue; they want more citizen involvement in budgets and believe it is unpatriotic to dodge taxes. At the same time, they are discontented with taxes; they are more likely than some segments to believe state and federal government has too much revenue, that their taxes are too high, and want a middle-class tax cut over increased investments. When they hear about problems, they believe their tax dollars are wasted. Demographically, they tend to be older, working- and lower-class, of mixed race (but mostly white), and are more likely to have received Social Security and Medicare benefits in recent years. In addition to the basic strategy, this group will be motivated by shared responsibility, a call to patriotism, and to the idea that some at the top are avoiding their responsibilities.
RESENTFUL RICH,
10% OF THE POPULATION: The Resentful Rich resent taxes and think their taxes are too high and the poor don’t pay enough. They believe they are knowledgeable about government budgets, and are politically engaged. Demographically, they tend to be conservative Republicans, older, well-off (the highest-income group) white men. To the extent that communicators seek to influence this group, one goal would be to emphasize the idea of cleaning up the tax code for the purpose of good government, and not additional resources.
STRUGGLING POPULISTS
(12% OF THE POPULATION): This group holds many views that are similar to Communitarians—they think government has too little revenue, they want investments, and they voice populist views. On the other hand, they are struggling economically and are displeased with government, which leads to extreme tax sensitivity. They feel less knowledgeable about budgets and are less politically engaged than other segments. Demographically, they are more likely to have achieved a high school diploma or less educational attainment, to be younger, a person of color, Democratic, to have utilized government services (personally or someone in their household), and are the lowest-income segment. This is a group that wants more resources for their communities and more government action on their behalf, but they are economically stressed, so are sensitive to any hint that their taxes could go up.
AUDIENCE ASSESSMENT
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COMPETITIVE ANALYSIS
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COMPETITIVE ANALYSIS
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COMPETITIVE ANALYSIS
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COMPETITIVE ANALYSIS
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COMPETITIVE ANALYSIS
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INSPIRATION
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EQUITY EFFICIENT PUBLIC WILL IMPROVE SOCIETY MOOD BOARD & DIRECTION
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EQUITY
Equal Sign Gender Sign People Balance
PUBLIC WILL Bigger Pie Circle Shared Meal Talking
IMPROVE SOCIETY Future Optimism Smiley Face Glass of Water
CLEAN-UP Broom Trashcan Waves Hazmat
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ALL IN FOR WASHINGTON The goal of our brand is to invite and entice our target audience into a conversation that educates and convinces them and the broader public about the value of taxes. The logo must compliment this brand and work well in print and digital materials.
CONCEPT DEVELOPMENT - SEMI-FINALS
COMPARABLE 1
COMPARABLE 2
COMPARABLE 3
Vision Future Action Dynamic Minimalistic (Contemporary)
Local Together Foundations Cryptic
Dynamic Cyclical Vision Future Minimalistic (Contemporary)
Has a utility function that can draw attention to subject matter with the arrow.
The cryptic image encourages a second read that is both a strength and a weakness.
An art nouveau aesthetic that promotes foundations for the future through dynamic organization.
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COMPARABLE 1 Vision Future Action Dynamic Minimalistic (Contemporary) Has a utility function that can draw attention to subject matter with the arrow. CONCEPT DEVELOPMENT - SEMI-FINALS
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COMPARABLE 2 Local Together Foundations Cryptic The cryptic image encourages a second read that is both a strength and a weakness. CONCEPT DEVELOPMENT - SEMI-FINALS
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COMPARABLE 3 Dynamic Cyclical Vision Future Minimalistic (Contemporary) An art nouveau aesthetic that promotes foundations for the future through dynamic organization. CONCEPT DEVELOPMENT - SEMI-FINALS
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CONCEPT DEVELOPMENT - LOGO IDENTITY FINAL
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CONCEPT DEVELOPMENT - LOGO IDENTITY FINAL - REVERSED
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COLOR IDENTITY #1
LOGO PROCESS - COLOR IDENTITY
COLOR IDENTITY #2
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LOGO PROCESS - LOGO FULL COLOR
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LOGO PROCESS - LOGO BLUE
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LOGO PROCESS - LOGO RED
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LOGO PROCESS
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LIGHT RED
RED
LIGHT BLUE
BLUE
WHITE
HEX: #f8cac9
HEX: #f2776b
HEX: #8fa7cf
HEX: #005183
HEX: #FFFFFF
RGB: 248,202,201
RGB: 242,119,107
RGB: 143,167,207
RGB: 0,81,131
RGB: 255,255,255
CMYK: 1,24,12,0
CMYK 0,67,53,0
CMYK: 44,8,4,0
CMYK: 99,72,25,8
CMYK: 0,0,0,0
ALL IN FOR WASHINGTON “NEQUE PORRO QUISQUAM EST QUI DOLOREM IPSUM QUIA DOLOR SIT AMET, CONSECTETUR, ADIPISCI VELIT...”
HEADER - FUTURA - CONDENSED - MEDIUM - 13 PT ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789~!@#$%^&*()_ +{}|:”<>?/.,’;\][=-` SUBHEADER - NEUZEIT GROTESK - BOLD - 9 PT ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789~!@#$%^&*()_ +{}|:”<>?/.,’;\][=-`
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BODY - ADOBE TEXT PRO - REGULAR - 9 PT ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789~!@#$%^&*()_ +{}|:”<>?/.,’;\][=-` Soft -Adobe Text Pro - Italic - 9pt ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789~!@#$%^&*()_ +{}|:”<>?/.,’;\][=-` Loud - Neuzeit Grotesk - Regular - 9 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789~!@#$%^&*()_ +{}|:”<>?/.,’;\][=-`
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STYLE GUIDE
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COLLATERAL PROCESS
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COLLATERAL PROCESS
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COLLATERAL PROCESS
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COLLATERAL PROCESS
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COLLATERAL PROCESS
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DELIVERABLES
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