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Table of Contents Client Profile ........................................... Page 2 Creative Brief ..........................................Page 3 S.W.O.T. Analysis ................................... Page 5 Buyer Personas ...................................... Page 7 Image Moodboard .................................. Page 9 Texture Moodboard ................................ Page 10 Competitor Analysis ............................... Page 11 Style Guide ............................................. Page 12 Logo Designs ......................................... Page 14 Print Advertisement ................................ Page 16 Merchandise .......................................... Page 17


Client Profile Company: Investing in Kids (INK!) About the Company: INK! leads efforts to di-

rectly benefit the educators and students within the St. Johns County School District

Mission/Goal: Our programs and events strive to provide the tools and resources that are necessary to help each child reach their full potential

Industry: Nonprofit / Education Services: Five Learning Years (FLY) & Take Stock in Children

Current Design Style: Clean, Cool (color), Light, Simple


Creative Brief Background • INK needs help establishing branding guidelines & raising awareness of its programs

Objectives • To make our targeted audience feel compelled to donate and tell others about INK • To establish style guidelines for INK!

Target Audience • Parents & older adults (25 - 70)

Unique Selling Propositions • Take Stock in Children has provided over 120 scholarships awarded since the local program’s inception • $535,000 was allocated back to the school district in 2016 • Over 89% of all revenue generated is returned to the classroom • 23 classroom projects funded through INK!


• • • • • • • •

Words that describe the appearance... Compelling Fun Honest Playful Promising Bright Eye catching Child friendly

Taglines • “Make a difference so they can be the difference” • “Give some change so they can be the change” • “Potential meets opportunity and it starts with you” • “Believe in their tomorrow” • “Use your power to empower” • “Give your share to show you care”

Call to Action • “Tell your friends and family about this worthy cause” • Join now and make an impact: https://inkstjohns.org/donate/ • Call today to change their tomorrow: 904-5477120


S.W.O.T. Strengths • • • • • •

Unique to St. Johns County No direct competition Children Compassion and empathy Promotes a shared experience Education

Opportunities • • • • •

Social media advertisements Posters Email blasts Partnering with PTAs/PTOs Spirit night dinners/lunches


Weaknesses • • • • •

Low funds for advertising budget Not a significant amount of manpower Misunderstanding of taxes Website is underdeveloped Missing key features

Threats • Apathy • Manpower fatigue • Compete for donations with other nonprofits • Indirect competition


Buyer Persona

Age: 34

Sarah Green

Gender: Female Location: St. Johns County Income: $44,000 Social Class: Middle class Occupation: Nurse Education: College education (med school) Marital Status: Married Hobbies: Shopping with her girlfriends and working out at the gym (i.e. cycle, yoga & zumba classes) Mini Bio: When she isn’t helping save peoples’ lives, Sarah Green likes to cuddle up on the couch and watch movies with her kids at home. She also enjoys taking them to the park on the weekend. Catch her sipping wine with her friends or having a date night with her husband when the kids are at grandma’s.


Age: 68

Judson Mowry

Gender: Male Location: St. Johns County Income: $72,000 Social Class: Upper middle class/Upper class Occupation: Retired CPA, currently teaching college students Education: College education (masters degree) Marital Status: Married, for almost 40 years Hobbies: Morning swims at the local Y & sitting on the rocking chairs on the front porch with his wife, Mary Mini Bio: When he isn’t exercising or spending time with his wife, Judson Mowry likes to take his grandchildren to go see movies or to the local museums and library. He also enjoys reading the newspaper while sipping coffee in the morning. You catch him during his office hours mentoring his college students.


Image Mood Board


Texture Mood Board


Competitor Analysis

• “A national organization of local chapters which provide after-school programs for young people.” • 91% of Club ninth graders report abstaining from alcohol, compared to 77% of ninth graders nationally. • 73% of low-income Club members ages 12 to 17 who attend the Club regularly report receiving mostly As and Bs, compared to 69% of their peers nationally.

• “United Way advances the common good in communities across the world. Our focus is on education, income and health—the building blocks for a good quality of life.” • 97% of Club teens expect to graduate from high school • 88% expect to complete some kind of post-secondary education. • 73% of low-income Club members ages 12 to 17 who attend the Club regularly report receiving mostly As & Bs.


Style Guide #: be112d

#: ffffff

#: f2749a

#: 231f20

Font: Kindergarten ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Font: Helvetica

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


Style Guide #: 006848

#: 662d91

#: 00aef

#: f15a29

Font: Letters for Learners

ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Font: Times Sans Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


Logos Designs


Logo Designs


Print Advertisement


Merchandise


Lindsay Giliam • Junior at Flagler College • Strategic communication major • Advertising & history minors

Cary Ellis Keener • Junior at Flagler College • Strategic communication major • Advertising and marketing minors


INK! Investing In Kids Rebranding  
INK! Investing In Kids Rebranding  
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