Project Book All beings tremble before violence. All fear death, all love life. See yourself in others. Then whom can you hurt? What harm can you do? – Buddha
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Table of Contents Introduction..................................................................2 Research.................................................................3-10 About............................................................................5 Goals............................................................................6 S.W.O.T.....................................................................7-8 Target Audience.......................................................9-10 Style Guide..............................................................9-22 Textures.......................................................................13 Imagery...................................................................14-15 Color Theory................................................................16 Logo Development/Usage......................................17-20 Fonts.......................................................................21-22
Marketing Plan........................................................21-26 References..............................................................29-32 .
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Within the pages of this guide, you will find the brand identity guidelines for SASHA Farm. These guidelines were created for you to understand the research and development process behind the color choices, logo, font faces and marketing plan.
Understanding that marketing needs change over time, this guide will be handy to help maintain the brand standards to ensure that SASHA Farm stands proudly apart from its competitors and maintains its distinct presence in the marketplace.
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Until one has loved an animal, a part of one’s soul remains unawakened. – Anatole France
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SASHA Farm is a factory farm animal rescue located
in Michigan. As a small, grassroots rescue, SASHA Farm strives to impact their local community through education and animal welfare work. A marketing campaign needs to be designed in such a way that the response will not be overwhelming to the staff and volunteers, but will allow for a measured, steady growth so that the farm can add staff to handle the greater income flow and animal traffic. The number of Companion Animal Rescues (puppies, kittens) in the United States is in the thousands and people hear about them daily in their communities, television and by radio. However, for factory farm animals foods (those raised for food), there are less than 10. Factory farm animals are exempt from the Federal Anti-Cruelty Laws which allows them to be subjected to horrific treatment for the sake of efficiency, production and cash flow. People rarely hear about the abuse until an undercover video goes viral.
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Companion Animal Rescues in the U.S.A.
The goals of SASHA Farm are: = 1,000
Factory Farm Animal Rescues in the U.S.A.
• Streamline the image of SASHA Farm • Create ways to raise funds • Create a symbiotic relationship with the local community • Raise awareness of the physical & emotional abuse faced by Factory Farm animals
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“SASHA Farm was started from the rescue of one dog named Sasha. The legacy she leaves behind is truly a work of the heart.” 2 6
• Age – 20-60 • Location – Michigan/Ohio • Gender - Both • Income level – Mid to high level • Education level – College Educated • Marital or family status - Any • Occupation – Business/Fitness/Nutrition Professionals • Ethnic background – All • Personality – Outgoing, Enthusiastic, Energetic • Attitudes – Positive, Open minded, progressive • Values – Social change, social good, peace, harmony, kindness, equality • Interests/hobbies – organic good, vegetarianism, fitness, sustainability, environment • Lifestyles – active, progressive • Behavior – responsible, concerned with a greater good
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“Think occasionally of the suffering of which you spare yourself the sight.” – Albert Schweitzer
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Strengths • The rescue was born out of a pure heart full of love towards animals.
• Does not use social media accurately for optimal reach
• The largest farm animal rescue in the midwest
• Does not have programs to drive business to local small businesses
• Perfect location for both rural and urban outreach • Clearly defined mission • Primary focus of the farm is the safety and safe haven for animals, not lobbying, so all of the funding and volunteer hours goes into the care of the animals
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Weaknesses
• Does not tap into the urban educational market • Does not have a clearly defined plan for fund raising, merchandise sales or how to drive awareness and traffic.
Opportunities • Use social media optimally for greater reach • Utilize Public Media to reach a larger audience • Create a web and DVD based educational program to reach local & urban school children • Fill much needed volunteer hours by partnering with local law enforcement agencies to help first time and low level offenders complete their community service hours. • Partner with local businesses to drive more traffic to them and raise funds for SASHA Farm • Reach a younger audience with interactive animal games that earn them money at SASHA, which also engages while driving attendance
Threats • If a mutually supportive relationship between SASHA Farm and its community doesn’t exist, it risks being looked upon as a taker vs. a giver which can breed resentment. • Sources of funding may dry up • Lack of volunteer resources • Not keeping their audience and program fresh can trigger people to lose interest, thereby reducing attendance and funds • Other farm sanctuaries who are very active in legislation or are often in the limelight may overshadow SASHA even in their home area
• Sell event passbooks which raise funds, while giving discounts and driving attendance • Create an online store to raise funds
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Deliberate cruelty to our defenceless and beautiful little cousins is surely one of the meanest and most detestable vices of which a human being can be guilty. – William Ralph Inge
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Images used would be pastoral images as well as images of animals giving and receiving affection to all age ranges to underscore the fact that farm animals have emotions and similiar to humans, have the ability to bond with other species.
Bonding
Affection
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Pastoral
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The main colors that were chosen are also colors that bring to mind the outdoors, healthfulness, organic, natural and happiness and peace. “...YELLOW is a happy, positive color that is reminiscent of the sun. The article Psychology of Color notes that “Cheerful yellow is the color of the sun, associated with laughter, happiness and good times...”(Precision, 2014). “GREEN is life. Abundant in nature, green signifies growth, renewal, health, and environment. With both a warming and cooling effect, the color green denotes balance, harmony, and stability. “...BLUE actually causes the body to produce chemicals that are calming... Over the ages blue has become associated with steadfastness, dependability, wisdom and loyalty...” (Precision, 2014) “...RED is the color of energy. It’s associated with movement and excitement... Red is the symbol of life...” (Precision, 2014)
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The logo consists of two colors; blue and tan. These colors bring to mind the outdoors, health, organic, natural and happiness and peace. An image of a smiling, child friendly lamb will be used to offset the text to create a logo that will appeal to all audiences.
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Improper Usage
Proper Usage on white
on color
transparent
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Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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Octob
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“Life is as dear to a mute creature as it is to man. Just as one wants happiness and fears pain, just as one wants to live and not die, so do other creatures.” – His Holiness The Dalai Lama
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Passbook Wireform
SOCIAL MEDIA - Facebook will be used to post photos, videos, merchandise, and events. Twitter and You Tube also will be utilized for the same means. A revamped website will promote the new look and branding of SASHA Farm while being fully integrated with social media sites and having an e-commerce, fundraising, calendar and event schedule available from the homepage.
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Passbook MockUp
PRINT MEDIA will consist of discount cards, event passbooks, signage, and merchandise that is all geared to raise funds and boost attendance. The discount cards will foster great community spirit by driving business to local businesses while the passbooks will give great savings to the attendees of SASHA Farm events. The merchandise can be used for special give-a-ways and in the gift shop.
VIDEO & MUSIC- In order for the public to feel close to the animals at SASHA Farm, they need to emotionally connect. Using upbeat music to promote an event or melancholy music to tug at the heartstrings, video and music will help make that emotional connection.
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DVD & INTERNET will both be used to create and distribute educational programming to the local schools, as well as the urban schools within a 1 hour drive of SASHA Farm. This will allow schools with limited budgets/transportation to learn about the farm and see the animals. This will prompt visits, class donations and community pride.
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COMMUNITY SERVICE will be a way for SASHA Farm to be a part of the community while staffing much needed volunteer hours. The community service workers will be first time or low level offenders. They will work at the farm while the farm is closed for business to avoid any potential concern from parents bringing their children to visit.
PHONE - SASHA Farm will create an app to update users on their adopted animal, SASHA Events, new rescues and specials. GAMING - This market can be capitalized on with the design of a simple children’s game that is free or very low cost. Children will earn points and redeemable coupons based on how many animals they rescue and care for in the game.
RADIO & TV will both be used to announce events, request donations, sponsors and volunteers while also having the owners and marketing coordinator appear on local PBS broadcasts to explain SASHA Farm to the public. All of these means of communication work well together and separate.
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Cows are amongst the gentlest of breathing creatures; none show more passionate tenderness to their young when deprived of them; and, in short, I am not ashamed to profess a deep love for these quiet creatures. – Thomas De Quincey
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ASPCA. (n.d.). www.aspca.org Bear, J. H. (2014). Desktop Publishing. Green Color Meanings. Abstract retrieved from http://desktoppub. about.com/cs/colorselection/p/green.htm Holtzschue, L. (2006). The Vocabulary of Color. In understanding COLOR An Introduction for Designers (Third ed., pp. 45-59). Hoboken, New Jersey: John wiley & Sons, Inc. Landa, R. (2006). Fundamentals of Graphic Design. In Graphic Design Solutions (Third ed., pp. 46-71). Clifton Park, New York: Thomson, DelMar Learning. Precision, M. (2014). Psychology of Color. Business, Sales and the World Wide Web Are In Color. Abstract retrieved from http://precisionintermedia.com/color SASHA Farm. (n.d.). www.sashafarm.org Smith, P., & Chaffey, D. (2002). Introduction to E-Marketing, Types of Online Presence. In eMarketing eXcellence (Second ed., pp. 1-34). Great Britian: Elsevier Butterworth Heinemann. Strizver, I. (2006). What makes a typeface look the way it does? In Type Rules! A Designers Guide to Professional Typography (Second ed., pp. 39-54). Hoboken, New Jersey: John Wiley & Sons, Inc. http://largeanimal.vethospitals.ufl.edu/files/2012/01/deli-and-stieler-for-web.jpg http://www.iowastatefair.org/upl/images/content/livestock.jpg http://blogsdir.cms.rrcdn.com/91/files/2013/02/john-deere-logo-e1359750903669.jpg http://2.bp.blogspot.com/-YktMGXtJ-_E/Tf4CGLtRssI/AAAAAAAAO_g/dtpLTGsDIX0/s1600/ Melissa%2B%2526%2BDoug%2Blogo.jpg
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Airey, David. Logo Design Love: A Guide to Creating Iconic Brand Identities, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Saffer, D. (2010) Designing for Interaction, Second Edition: Creating Innovative Applications and Devices. New Riders http://www.csiro.au/~/media/CSIROau/Portals/Media%20Releases/2013/SmartFarm/CattleTagging/ High_Resolution.jpg http://www.freenaturepictures.com/originals/horse-pictures/chestnut-running.jpg http://www.delameredairy.co.uk/media/14428/pasture%20house%20farm%20%2865%29.jpg http://www.fullcircle.com/goodfoodlife/files/2012/07/ALBA-Program-staff-and-sign.jpg http://www.mindwhirl.com/wp-content/uploads/2012/03/marketingCampaignsGraphic1.gif http://www.gannett-cdn.com/-mm-/1835ee2a4081ff9e912a6bd3f05d541841ce0c0b/c=9-04608-3456&r=x513&c=680x510/local/-/media/Reno/Reno/2014/06/13//1402710141000-rendc56fk7b7e3ofp115kzfkbs-original.jpg http://www.apnahub.ca/wp-content/uploads/2013/02/online-fraud.jpg http://largeanimal.vethospitals.ufl.edu/files/2012/01/deli-and-stieler-for-web.jpg http://www.think-differently-about-sheep.com/Affectionate%20sheep%20small.jpg http://www.globalanimal.org/2010/12/13/our-favorite-quotes-from-global-animals-of-the-ages
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Jennifer Badr, Graphic Designer jen@thatonedesignstudio.com www.thatonedesignstudio.zenfolio.com
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