Theology of the Body Institute Rebrand Proposal

Branding Proposal

Contents LETTER FROM THE DESIGNER.......................................................2

THE CHALLENGE..............................................................................3

THE SOLUTION.................................................................................5

THE DESIGNER.................................................................................7

A SELECTION OF PAST PROJECTS...................................................9

THE PROCESS.................................................................................19

PROJECT TIMELINE........................................................................20

PRICING...........................................................................................21

FUTURE POTENTIAL......................................................................22

Letter from the Designer Dear TOB Institute team, Let me start by thanking you for all that you do. Your work and witness has been instrumental in the development of my own relationship with both God and myself, and I know that my experience represents only the tip of the iceberg when it comes to the lives you’ve changed for the better.

Let me also congratulate you all on this new chapter in the Institute’s development. I truly believe that the future holds beautiful things for the expansion both of the Institute’s reach and of JPII’s life changing message.

It is in this hope that I present the following proposal. With my skills in design, insights into audience and consumer psychology, and deep personal commitment to the Theology of the Body and to the Institute, I believe myself a perfect candidate to help usher in this new phase for the Institute with an exciting, impactful, and effective new brand identity.

With prayers for the future,

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The Challenge After years of fruitful work educating and ministering to the people of God, the Theology of the Body Institute is now moving into a new chapter. As such, the organization is in need of not only a new logo, but an entirely new brand identity. This identity will inform and appear on every level of the Institute’s outreach, from print and web resources to advertising and merchandise.

Ultimately, this evolution of brand will ground a similar organizational evolution, ensuring continued and even improved fruitfulness for years to come.

This brand will be more than just a logo: the Institute’s new brand package will include patterns, fonts, colors, imagery, and a recognizable symbol which unites team members, past and future learners and audiences everywhere under a common aesthetic, mission, and mark.

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Current Brand The TOB Institute has been using its current logo for over a decade and would be in need of an update even if it were not entering a new stage in its development. Since it is, a new logo and accompanying brand identity could serve not only to improve upon the current mark but furthermore as a rallying emblem for future growth.

The current mark is effective in that it communicates the primary themes of human relationship (two figures) and freedom (in-motion positions), but could be improved upon with the implementation of a new mark for several reasons: first, the current logo does not reduce well, meaning it loses clarity of form when shrunk. Second, it seems to include the logotype (the text which accompanies the logo) almost as an afterthought (ie, the image and text do not seem to coordinate). Third, the logo’s imagery fails to communicate the other important themes of the Theology of the Body’s teaching. Fourth and finally, the logo does not currently match the dignified, nuanced mission and aesthetic sought after by a theological and educational institution like the Theology of the Body Institute.

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The Solution What is needed now is a brand identity package which will symbolically communicate Pope Saint John Paul II’s landmark teaching to national and global audiences while simultaneously providing the foundational design for organizational growth going forward; a mark which will be inviting to past and future students alike while nevertheless maintaining the dignity and nuance of design which its organization demands.

This challenge necessitates a graphic designer who is not only proven at designing brands for religious groups and nonprofits, but moreover one with an intimate and nuanced understanding of the Theology of the Body. The Institute needs a designer enthusiastic about designing a logo and an accompanying branding package that represents and communicates the boldest dreams it holds for its future.

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The future starts today, not tomorrow Pope John Paul II

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The Designer Jacob PopÄ?ak is an award- winning artist, illustrator, and speaker. With skills and insights picked up from Masters degrees in both design and psychology, he’s created work recognized by the Walt Disney Company and international galleries; designed posters and print media for important social and religious causes; produced hundreds graphics, banners, signs, and exhibits seen at expos, conferences, and trade shows around the globe; and illustrated four books and counting.

Jacob further possesses a nuanced and intimate understanding of TOB which informs even his non-religious design work. He would bring to this project not an outsider’s perspective, but rather the vision of an insider motivated to help the Theology of the Body Institute reach its fullest potential.

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Experience AIGA PGH 365

SELECTED ARTIST Pittsburgh PA, 2018

Escucha Mi Voz

WINNING ARTIST Zapopan MX, 2016

D23 Design Challenge

WINNING ARTIST Anaheim CA, 2015

The following pages demonstrate highlights from Jacob’s prior design work. The clients which the following brands represent are as diverse as the artistic and graphic styles which influenced their design: A turn-of-the-century-inspired brand created for a design atelier looking to expand from a local service to a nationally-recognized company; A playful yet pious logo for a local religious initiative which so captured the imagination of the initiative's organizers that it catapulted the brand to churches as far as Kenya; a rebranding for an amusement park’s charitable outreach program, designed to be sleek and appealing to the underprivileged children it represents; sustainable packaging for an international charitable organization; and art for an global womens health summit.

These logos are not to be taken as specific examples of what might be designed for the Institute. Rather, they are meant to represent the designer’s commitment to and respect for his clients’ goals and vision as well as his diverse and accomplished style.

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‘Lettie Toujours’ Rebranding Lettie Toujours is a lifestyle brand featuring space and event designing services. However, the business originally grew out of the success of its founder’s floral shop, Posy PGH. As the company transitioned from strictly floral to broader lifestyle and design, a total rebranding was needed.

Drawing from a moody color palette of black, dark green, and eggplant, the main logo is a crisp and clean combination of a stylized “L” and “T” which creates a window at its center.

Three sub-marks were also designed (top right), each of which used illustrative elements to break the window of the main logo in order to symbolize the company’s tendency to break with norms and expectations.

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‘Lent is for Lovers’ Branding Due to the coinciding dates of Ash Wednesday and Valentine's Day in 2018, the Dominican fathers of Cincinnati conceptualized a speaker series which would draw a correlation between the dates. They expressed a desire for a highly illustrative logo and related branding elements which could incorporate several themes: first, it had to be identifiably Lenten; next, it had to appear romantic; finally, it had to thematically fit on a concert-inspired t-shirt to communicate the dates of the events in the initiative.

The final logo incorporated all the requested elements, and then some.

From far away, a simple but highly textured valentine heart communicates the theme of vintage romance; up close, however, the full Stations of the Cross can be discerned in the black lace trim surrounding the form.

The fathers were so enthused by the logo that inspired them to push the bounds of the initiative beyond their parish. Their enthusiasm was shared, and the initiative was successfully launched with reach as far as Kenya.

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‘Thread International’ Packaging The pattern shown here was designed as part of a packaging proposal for Thread International, a company which gathers and recycles plastic refuse in Haiti and Honduras, recycles it into cloth, and sells the product to benefit the original communities. The company was in need of packaging which would 1) simplistically and clearly communicate the mission and purpose of the company; 2) meet the company’s goals of sustainability; 3) serve as the basis for future branding needs.

A clean and simple pattern was developed which could be printed with sustainable, single color inks, meeting sustainability goals. At a glance, this pattern appears to be a weave, as one might see making up a piece of cloth.

Upon closer inspection, however, one can see that each “thread” in the weave is in fact a plastic bottle.

Placed on the packaging at an angle, the pattern serves to give a dynamic edge to otherwise simple, sustainable packaging. Furthermore, since it was developed with single-color use in mind, the pattern could easily be adapted for a number of branding uses.

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‘Kennywood Cares’ Rebranding Kennywood Cares is Kennywood amusement park’s community outreach program, offering two initiatives aimed at entertaining and uplifting area underprivileged and or/disabled children.

With no branding of its own, the program sought a rebrand after years of relying on the park’s umbrella logo, an arrow pointing in the direction of the park itself (pictured right). In the redesigned logo, the iconic “Kennywood arrow” mark is turned in on itself, literally representing the action of “giving back.” In the foreground, a heart-shaped balloon floats upwards, representing the hopes of the children the logo and the organization represent.

Kennywood Park’s original logo was a simple arrow; this arrow was flipped in the community outreach redesign.

Said Matt Phillips, Sales & Marketing Coordinator for Kennywood Park, “Jacob took the concepts about Kennywood Park’s Charitable Trust that I suggested and wove them into several intriguing designs. All reflected the work and spirit of the organization. I am impressed with his vision and abilities!”

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‘Magee Womens Summit’ Brand Poster For Magee-Womens Hospital of UPMC’s first ever research summit, the event’s organizers commissioned a poster to advertise the event throughout the city.

This poster was to be utilized for branding elements beyond the poster as well, from web to print.

Inspired by the early work of Pittsburgh icon Andy Warhol, the poster incorporates many themes related to women's health. Abstract colors and shapes join to form several objects, including a pregnant woman, the Venus symbol and globe. These three shapes represent the themes of the Summit, being a coming together of researchers from around the world (the globe) to study women's health (the Venus symbol), and, in a particular way, what has been termed "the 9-90"; that is, how the first 9 months in the womb determine the health of a person for the next "90" years of life. These symbols then combine further to give the impression of a pear, representing the fruits of both fertility and knowledge.

This holistically-inspired and intentionally pro-life design was a hit with the event organizers, who selected it out of 9 other submissions by other accomplished artists.

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The Process Instead of accepting logo proposals created by designers with their own ideas about what the Institute should want, the Institute deserves a committed designer who will work with them to figure out what they really need. This process begins with a meeting between the designer and the whole Institute team so that everyone has a chance to express their ideas and get excited about the project. Next, the designer will create vision boards, mind maps and a target audience profile in order to inform the design process.

These materials will lead to a round of three logo sketches which will be presented to the Institute team for input and revisions. Finally, these sketches will be modified into a final brand, including logo, fonts, colors, patterns, and recommendations for application on web and print.

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Initial Meeting At this meeting, the whole team will get to express their ideas and vision to the designer; the designer will help guide and inform them to discern what is needed for their unique brand to be successful, effective, and impactful.

Bluesky Process Using the findings of the initial meeting, the designer will design a vision board, a mind map, profiles of the target audiences, and sketches. These materials will be presented to the Institute at a second meeting.

Final Design Stage Finally, the designer will create not only a logo, but an entire brand identity for the Institute, based on their feedback from the last phase. This will include the logo, fonts, colors, patterns, and a branding guide to best practices.

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Pricing The process proposed on the preceding pages will take approximately three months from the initial contract signing.

The cost of this process is estimated at a total of $5000, divided up into three payments: one at the first meeting, one at the second, and the final at the third.

Further costs incurred throughout and as a part of the design process, including but not limited to travel to meetings and presentation materials, will also be the responsibility of the Institute.

This process and price is design to be affordable and transparent while nevertheless assuring a personalized, creatively engaging, and satisfying design process for everyone involved.

Not only does this price ensure an impactful logo, but furthermore a whole brand everyone can be excited about.

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Advertising The brand designed as a result of this process will guide all future interactions between the Institute and its audiences.

No more uncertainty or inconsistency in advertising or social media outreach: the brand will guide these design decisions!

Workbooks A brand is more than what appears on the website or Facebook ads: it informs every level of your organization’s design!

Using the brand developed through this process, the course workbooks and other guides could be easily re-designed.

Merchandise Right now, the Institute has only limited merchandising opportunities. However, your new brand will inspire and guide the design of a whole host of new possibilities, from t-shirts and swag to daily planners and inspirational items.

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