Brand Extension Diagram
01–PRO 01–EXP 01–BRN 03–BRN 06–BRN
01–SER 02–EVT 02–BRN 04–BRN 01–EDU 03–EDU
02–SER 01–ENV 01–EVT 02–EXP 03–EXP 05–BRN 07–BRN 02–EDU 04–EDU
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 38
Together
Breaking Barriers Creating Friendships Working
PRODUCTS
01–PRO // Peace Corps Subscription Box
SERVICES
01–SER // Peace Corps Pen Pals
02–SER // Peace Corps Conflict Resolution
ENVIRONMENTS
01–ENV // Peace Corps Community Spaces
EVENTS
01–EVT // Peace Corps World Culture + Music Convention
02–EVT // Peace Corps Global Foods Festival
EXPERIENCES
01–EXP // Peace Corps Traditional Cultural Craft Classes
02–EXP // Peace Corps Travel
03–EXP // Peace Corps Exchange Students
CO-BRANDING
01–BRN // Peace Corps + Rosetta Stone
02–BRN // Peace Corps + Netflix
03–BRN // Peace Corps + Food Network
04–BRN // Peace Corps + TikTok
05–BRN // Peace Corps + AirBNB
06–BRN // Peace Corps + Discovery Channel
07–BRN // Peace Corps + TED Talk
EDUCATION
01–EDU // Peace Corps Team Building Training
02–EDU // Peace Corps World Religions Education
03–EDU // Peace Corps Educational TV
04–EDU // Peace Corps Leadership Classes
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01–PRO // Product Peace Corps Subscription Box
A biannual distribution box of various artisan items from around the globe.
A box of items collected from various countries, featuring art, non-perishable foods, small instruments, articles of clothing, etc. The items chosen would be chosen specifically to represent the rich cultures from all over the world. With each box, a different country would be represented. Potential partnerships directly with artisans from chosen countries. Countries chosen could reflect current events and profits from the subscription costs would benefit each country directly.
MISSION-FOCUS
The Peace Corps Subscription Box reinforces our mission of breaking barriers, creating friendships, and working together by providing people with items from all over the world, so that they can get exposure to items from different places.
SIMILAR TO GlobeIn Curiosity Box
DIFFERENTIATING ELEMENTS
Subscription boxes have gotten quite popular recently. This item would be different by dedicating as much of the profits back to the artisan as possible and representing a different country with every box.
LINK TO Peace Corps Culture + Music Peace Corps Traditional Crafts
01–SER // Service Peace Corps Pen Pals
Connecting people all over the world to help create friendships.
A platform where pen pal seekers would go to connect with others around the world. This would help people from all walks of life get a chance to befriend someone far away.
MISSION-FOCUS
The Peace Corps Pen Pals program reinforces our mission of breaking barriers, creating friendships, and working together by connecting people that would otherwise not know each other, so that they can share stories about living in different parts of the world.
SIMILAR TO International Pen Friends Pen Pal World
DIFFERENTIATING ELEMENTS
This pen pal program would be no cost to have an unlimited amount of pen pals. This could be technologically based, or traditional pen and paper.
LINK TO Peace Corps Community Spaces Peace Corps + Rosetta Stone Peace Corps Travel
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 40
BRAND EXTENSION // IDEA ILLUSTRATION
02–SER // Service
Peace Corps Conflict Resolution
Helping people resolve conflicts and teaching them how to deal with difficult situations.
Teaching people how to effectively resolve conflicts in their lives. Available online would be different courses about how to solve problems, with the potential to have scheduled group classes or training. These courses would also cover communication skills. Another branch off this concept would be the conflict resolution service. This would have a team of Peace Corps conflict resolution specialists to come into the situation and help conflicting parties figure out a way to resolve their issue.
MISSION-FOCUS
The Peace Corps Conflict Resolution service reinforces our mission of breaking barriers, creating friendships, and working together by helping people solve conflicts big and small, so that they have the ability to communicate and resolve issues.
SIMILAR TO Pollack Peace Building Strategy People Culture
DIFFERENTIATING ELEMENTS
This would be different because not only is the training being offered, but also licensed Peace Corps specialists will help solve conflicts.
LINK TO Peace Corps Team Building Peace Corps Community Spaces
01–ENV // Environment Peace Corps Community Spaces
Curating pleasant environments that help people come together and be friends.
A community space that features gardens, art, sculptures, and performance areas. People could come here just to relax on an afternoon or for a specific event. Potential to just be a community garden instead.
MISSION-FOCUS
The Peace Corps Community Space reinforces our mission of breaking barriers, creating friendships, and working together by providing a safe and inviting space for people to come together, so that they can share company, stories, and hobbies with various types of people.
SIMILAR TO Botanical Gardens Parks & Recreation
DIFFERENTIATING ELEMENTS
This would be different from the average park or community garden because not only would it be an inviting space, but there would also be opportunity for peace-centered events.
LINK TO Peace Corps Culture + Music Peace Corps Team Building Peace Corps Conflict Resolution
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01–EVT // Event
Peace Corps Culture + Music
Bringing people from many cultures together to share and learn about traditions and music.
An event to learn about the cultures and traditions of other countries and cultures. This would be accompanied by music and story telling.
MISSION-FOCUS
The Peace Corps Culture + Music Festival reinforces our mission of breaking barriers, creating friendships, and working together by exposing people to different cultures and music styles of the world, so that they can understand each other more .
SIMILAR TO World Culture Fest Cultural Heritage Festival Ted Talk
DIFFERENTIATING ELEMENTS
This culture and music festival would offer many different workshops, lectures, and different areas dedicated to various cultures. While there are many culture festivals, this one would go beyond the scope of the ones happening now.
LINK TO Peace Corps Global Foods Peace Corps Traditional Crafts Peace Corps + Rosetta Stone Peace Corps Travel Peace Corps + Ted Talk
02–EVT // Event Peace Corps Global Foods
Sharing the flavors of the world with a traveling food festival + cooking classes.
Option 1: Traveling Chefs with different culinary backgrounds to give people a diverse eating experience with global flavors.
Option 2: Partnerships with local restaurants of what ever city the festival is coming to. Festival goers would get a wrist band and be able to explore the foods of any restaurant that signed up to participate in the event. These restaurants would ideally be very diverse and this event would take place in relatively large cities.
Option 3: Have chefs apply to participate in the city chosen for the event. There would be a new application process and new chefs for each city.
MISSION-FOCUS
The Peace Corps Global Foods Festival reinforces our mission of breaking barriers, creating friendships, and working together by giving people the opportunity to experience foods that they may not have tried, so that they are more familiar with flavors from countries and cultures other than their own.
SIMILAR TO Melbourne Food and Wine Festival Savour Food Festival
DIFFERENTIATING ELEMENTS
This food festival would take diversity to a new level and work to get many different chefs with various backgrounds. Some of the proceeds could also go towards feeding the hungry.
LINK TO Peace Corps Culture + Music Peace Corps + Food Network Peace Corps Traditional Crafts Peace Corps Travel
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 42
BRAND EXTENSION // IDEA ILLUSTRATION
01–EXP
// Experience
Peace Corps Traditional Crafts
An opportunity for artisans to share their cultural crafts with others.
Option 1: Classes either online or in person from artisans that wanted to share their crafts and their culture with others.
Option 2: A workshop driven festival where there would be multiple workshops happening at once and the attendee would get a schedule to choose their own journey.
Option 3: Instead of classes, artisans would just sell their items through a platform provided by the Peace Corps.
MISSION-FOCUS
The Peace Corps Traditional Crafts program reinforces our mission of breaking barriers, creating friendships, and working together by exposing people to crafts and the traditional ways to make them, so that they can see how much time and efforts go into making items.
SIMILAR TO Skillshare
Etsy
DIFFERENTIATING ELEMENTS
This would be different because it would feature specific cultures, countries, and crafts, rather than just a collection of people wanting to share their knowledge.
LINK TO Peace Corps Culture + Music Peace Corps Subscription Box Peace Corps + Rosetta Stone Peace Corps Global Foods
02–EXP // Experience
Peace Corps Travel
An opportunity for people to experience other cultures first-hand.
Option 1: Partnerships with homes, towns, restaurants, tours, businesses in other countries to give travelers international experiences.
Option 2: Purchasing trip to go to another country and experience the lives of the locals, learning how they garden and cook, what they do for entertainment, etc. This would be a down to earth experience focused on learning about other cultures and other ways of life.
Option 3: Sponsor international trips and tours for people that have never been away from their home towns.
MISSION-FOCUS
The Peace Corps Travel program reinforces our mission of breaking barriers, creating friendships, and working together by giving people first-hand experiences on what life in like in villages around the world, so that there is more of an understanding on how many different ways there are to live life.
SIMILAR TO Airbnb Experiences Nat Geo Expeditions
DIFFERENTIATING ELEMENTS
This would be different because it would partner with individuals that wanted to share their cultures with travelers, and in return they would get the funds from the experiences. The Peace Corps would only be a coordinator between individuals and the international experiences, and not make a profit.
LINK TO Peace Corps + Airbnb Peace Corps + Rosetta Stone Peace Corps Pen Pals Peace Corps Exchange Student
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03–EXP // Experience Peace Corps Exchange Student
An opportunity for students to learn in other countries and live with a local family.
Living and going to school in a country that would otherwise not be accessible for that person or family. Possibly expanding it to more than just students, to include remote working or working to help the family for a short time.
MISSION-FOCUS
The Peace Corps Exchange Student reinforces our mission of breaking barriers, creating friendships, and working together by bringing people together to live and learn in a country that is different from their own, so that gain a new perspective and learn from each other.
SIMILAR TO EF Exchange Dept. of State Exchange Programs
DIFFERENTIATING ELEMENTS
This would be different because the Peace Corps would partner with countries and families that may not otherwise get this opportunity. The Peace Corps would offer a scholarship program for the students or families.
LINK TO Peace Corps Travel Peace Corps + AirBNB Peace Corps + Rosetta Stone
01–BRN // Co-Branding Peace Corps + Rosetta Stone
A partnership to help bridge the gap between language barriers.
Rosetta Stone is a technology company that specializes in language learning software. The Peace Corps could partner with Rosetta Stone and possibly create sponsored language classes, discounted languages, or something similar. Potential for language practicing meet-ups.
MISSION-FOCUS
The Peace Corps + Rosetta Stone reinforces our mission of breaking barriers, creating friendships, and working together by giving people easy access to learn a new language, so that language barriers are less of an issue in the world.
SIMILAR TO Duo Lingo Babbel
DIFFERENTIATING ELEMENTS
This would be different than the average language learning software because the use could potentially practice on other platforms that the Peace Corps has partnered with, such as Netflix, or at the culture festival.
LINK TO Peace Corps Culture + Music Peace Corps + Netflix Peace Corps Exchange Student
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 44
BRAND EXTENSION // IDEA ILLUSTRATION
02–BRN // Co-Branding Peace Corps + Netflix
Helping to teach people about other cultures with a popular streaming service.
Option 1: Perhaps there could be a peace section, or partner with Rosetta-Stone to help practice the language that one is learning while watching a movie in that language.
Option 2: Partner to use the Peace Corps as a sponsor to create more documentaries. Telling the stories of others and exposing people to other cultures through film.
MISSION-FOCUS
The Peace Corps + Netflix partnership reinforces our mission of breaking barriers, creating friendships, and working together by sharing films from around the world and exposing people to other cultures through film, so that they can gain a small insight into that culture that they would have otherwise not been exposed to.
SIMILAR TO Hulu Discovery Channel
DIFFERENTIATING ELEMENTS
This program would be different because it would be specifically geared towards exposing people to rich cultures from around the world.
LINK TO Peace Corps + Rosetta Stone Peace Corps Educational TV Peace Corps + Food Network
03–BRN // Co-Branding Peace Corps + Food Network
Featuring chefs from all over the world to make a dish from their home countries.
A Food Network show featuring international cooking. This could either be in a competition style or documentary style.
MISSION-FOCUS
The Peace Corps + Food Network partnership reinforces our mission of breaking barriers, creating friendships, and working together by exposing people to new types of dishes that they would have not otherwise know, so that they can find a new appreciation for flavors of the world.
SIMILAR TO Chef’s Table Iron Chef
DIFFERENTIATING ELEMENTS
This show would be different because it would focus specifically on international chefs with potentially lesser known cuisines.
LINK TO Peace Corps Culture + Music Peace Corps + Netflix Peace Corps Educational TV
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04–BRN
// Co-Branding Peace Corps + TikTok
Promoting personal story sharing with the Peace Corps and TikTok collaboration.
Possibly the addition of a hashtag or a section on the app that is just Peace Corps content. Maybe people could talk, work, dance in ways of different ways than they have been exposed to before. Perhaps the Peace Corps could provide content charing prompts that help people know what they could share, like food, daily life, pets, etc.
MISSION-FOCUS
The Peace Corps + TikTok partnership reinforces our mission of breaking barriers, creating friendships, and working together by inspiring others to create content about their lives in different parts of the world, so that people can learn about other cultures in a less formal way.
SIMILAR TO YouTube Culture Trip
DIFFERENTIATING ELEMENTS
This would be different because it would be new subject matter in an already existing app, with a well known organization providing share prompts.
LINK TO Peace Corps + National Geographic Peace Corps + Rosetta Stone
05–BRN
// Co-Branding Peace Corps + AirBNB
Promoting travel opportunities and experiences around the world.
Partnering with homeowners from around the world to ensure a peaceful and culturally rich vacation. Option to include AirBNB Experiences to help bring business to locals.
MISSION-FOCUS
The Peace Corps + AirBNB partnership reinforces our mission of breaking barriers, creating friendships, and working together by bringing travelers opportunities to experience life in other place first-hand , so that they can experience a different way of life than their own.
SIMILAR TO Nat Geo Expeditions Boundless Journeys
DIFFERENTIATING ELEMENTS
This would be different because the Peace Corps would screen all new places and experiences to ensure that the safety of all parties involved is held at the highest priority. Also the Peace Corps would not gain any profit from this, in order to bring more money into the local economies.
LINK TO Peace Corps Travel
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 46
BRAND EXTENSION // IDEA ILLUSTRATION
06–BRN // Co-Branding Peace Corps + Discovery Channel
Developing documentaries about different parts of the world.
Identifying places or situations in the world that are not well known and diving into that in a series of documentaries. The topics covered could be local crafts, past conflicts, how people work together in different areas, different markets, ways of life, etc.
MISSION-FOCUS
The Peace Corps + Discovery partnership reinforces our mission of breaking barriers, creating friendships, and working together by identifying international topics that people should be aware of, so that there is an opportunity to learn about other cultures from the comfort of one’s own living room.
SIMILAR TO National Geographic History Channel
DIFFERENTIATING ELEMENTS
This would be different because it would focus on controversial topics, or topics specific to certain cultures. The Peace Corps would work together with the Discovery Channel to ensure all documentaries portrayed the people respectfully and that the topics were relevant to the overall mission.
LINK TO Peace Corps Educational TV Peace Corps Travel Peace Corps + Netflix
07–BRN // Co-Branding Peace Corps + TED Talk
Giving people the opportunities to share their stories with a broad audience.
Could be specific stories focused on refugee experiences, war torn countries, or just random situations or lessons that someone may have learned.
MISSION-FOCUS
The Peace Corps + TED Talk partnership reinforces our mission of breaking barriers, creating friendships, and working together by giving people a platform to share their stories with a wide audience, so that others can hear the experiences of voices that may not otherwise be heard.
SIMILAR TO International Story Telling Center Discovery Telling
DIFFERENTIATING ELEMENTS
This would be different because there would be no cost required to hear these stories and the topics covered could be about anything.
LINK TO Peace Corps + TikTok Peace Corps + Discovery Channel Peace Corps Culture + Music
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01–EDU // Education
Peace Corps Team Building
Education for government officials to build trust and help with positive group mentality.
Team building training is helpful because it puts people in difficult situations, in a controlled environment, and forces working together to achieve the desired result. The Peace Corps conducting team building training could be an excellent opportunity to help people and governments learn how to work together.
MISSION-FOCUS
The Peace Corps Team Building Training reinforces our mission of breaking barriers, creating friendships, and working together by teaching people how to work together to achieve a common goal, so that there is more of a community mindset in the workplace.
SIMILAR TO Diversity Builder Team Building Agency
DIFFERENTIATING ELEMENTS
This team building training would be different because it would not focus on standard workplace team training, but rather government officials from many different countries. There would be exercises made to challenge and increase communication between peers.
LINK TO Peace Corps Conflict Resolution Peace Corps Travel Peace Corps Leadership Classes
02–EDU // Education Peace Corps World Religions
A straightforward and unbiased educational guide about the different religions of the world.
Bringing to light some of the core beliefs and traditions of major religions from around the world. Ideally this would help clear up ignorant fears about things we are not familiar with and help expose those to the many different belief systems and ideologies in the world.
MISSION-FOCUS
The Peace Corps World Religions education reinforces our mission of breaking barriers, creating friendships, and working together by teaching people about something they may have initially been afraid of, or have misunderstood, so that any learned prejudices can be addressed and eliminated.
SIMILAR TO Religion Studies at Universities
DIFFERENTIATING ELEMENTS
This education would be different because it is entirely free, factual, and unbiased set of condensed information about many different belief systems. This could lead to potential partnerships with schools to teach about different ideologies.
LINK TO Peace Corps Culture + Music Peace Corps Conflict Resolution Peace Corps Educational TV
PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 48
BRAND EXTENSION // IDEA ILLUSTRATION
03–EDU // Education Peace Corps Educational TV
A program to explain the differences and similarities in humans from around the globe.
This program would be something similar to Bill Nye the Science Guy , but instead of explaining that kind of science, it would explain the science of humans, cultures, environments, and how we all experience the same kinds of things even with seemingly drastically different lives.
MISSION-FOCUS
The Peace Corps Educational TV reinforces our mission of breaking barriers, creating friendships, and working together by teaching humans the science behind why we can look different, but still be the same, so that there is less bias towards people that may look different than others.
SIMILAR TO 100 Humans
Explained
DIFFERENTIATING ELEMENTS
This would be different than a typical educational program because it would be focused mainly on cultural differences, and how people and cultures develop to be who they are.
LINK TO Peace Corps World Religions
Peace Corps Leadership Classes Peace Corps + Netflix Peace Corps + National Geographic Peace Corps + Food Network
04–EDU // Education Peace Corps Leadership Classes
Classes to help people learn to become leaders, communicate, and make responsible social decisions.
Leadership is an important skill to know how to leverage, not just for leading people, but to know how to approach different types of people and resolve issues from a sounds and logical perspective. These leadership classes would give people an opportunity to learn how to communicate and how to approach many different situations.
MISSION-FOCUS
The Peace Corps Leadership classes reinforces our mission of breaking barriers, creating friendships, and working together by teaching people how to talk to others and communicate with them effectively, so that bad communication is less of an issue in the world.
SIMILAR TO Pryor Leadership Training Disney Institute
DIFFERENTIATING ELEMENTS
Unlike most leadership training, the Peace Corps Leadership classes would be available for free online to anyone, or there would be various leadership conferences around the world.
LINK TO
Peace Corps Team Building Peace Corps Conflict Resolution Peace Corps Educational TV
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PEACE CORPS VISUAL STANDARDS GUIDE // STUDENT PROJECT 50
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you
Thank
for joining us on this rebranding journey of the Peace Corps! Up next is the Visual Extensions Guide.
