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1.0

RESEARCH 1.1 Company Profile 1.2 Research Paper 1.3 Competitive Audit 1.4 SWOT 1.5 Creative Brief 1.6 Demographics

2.0 DEVELOPMENT 2.1 Mood Boards 2.2 Toolbox 2.3 Logo Survey 2.4 Actual Logo 2.5 Logo Development 2.6 Media Mix Development 2. 7 Infographic

3.0 STYLE GUIDE 3.1 Brand Voice 3.2 Logo Guidelines 3.3 Color Palette 3.4 Images & Textures 3.5 Typography 3.6 NWF’s Tune 3.7 General Guidelines

4.0 SOLUTIONS 4.1 Social Media 4.2 Electronic Media 4.3 Print Media 4.4 Video & Music


1.0 RESEARCH

1.1 Company Profile 1.2 Research Paper 1.3 Competitive Audit 1.4 SWOT 1.5 Creative Brief 1.6 Demographics


1.1 Company Profile National Wildlife Federation was founded in 1936. It is involved in educating Americans about the preservation and conservation of wildlife and the environment. NWF is a nonprofit organization, ranked 8th among its competitors in the preservation-conservation market sector and has over four million members. Among its activities are the organization of efforts on an educational and political front. Its projects include; the return of the gray wolves, the protection of the Everglades, the preservation of wetlands, the management of flood plains and combating climate change. Other activities include the publishing of magazines: National Wildlife, Ranger Rick, Your Big Backyard, and Animal Baby, conducting tours and producing conservation film and television programs.

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The mission of National Wildlife Federation is to inspire Americans to protect wildlife for our children’s future. Its efforts are centered on: • The confrontation of Global Warming which involves educating people of all ages about the problems involving global warming and the threats that it brings to wildlife and their habitats and the efforts it is making to mobilize people to action. • The protection and restoration of the


wildlife habitat through a variety of efforts aimed at defending America’s safeguards and safe-havens for wildlife and all the wild places. • The reconnection with nature efforts, spearheaded by the publications of special interest magazines like Ranger Rick and activities and adventures aimed at enticing Americans, and in particular children and youth, to participate in outdoor activities.

With headquarters in Reston, Virginia, it has six regional centers, with affiliates in 48 states and the National Advocacy Center in Washington, D.C. and is working with other groups in developing lasting solutions for various problems that are threatening the environment and wildlife, and advocating a variety of efforts to ensure that future generations can enjoy the nations outdoors and help save the Planet.

National Wildlife Federation is the only nonprofit environmental organization that inspires Americans, of all ages, to reconnect with nature.

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1.2 Research Paper

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Abstract To “inspire Americans to protect wildlife for our children’s future” (NWF, 2013) is, in their own words, what they works to accomplish. In 1936, after President Franklin Roosevelt convened the first North American Wildlife Conference in Washington, DC, an organization, the General Wildlife Federation, which united sportsmen and outdoors and wildlife conservationists was created and was later changed to become the National Wildlife Federation. Those present at the conference returned to their states and founded conservation and preservation organizations affiliated with NWF, developing a nationwide web of united groups.

NWF focuses on reconnecting Americans with nature and the outdoors. Its primary emphasis is a special effort that is being developed for children and youth, to take them out of their indoor habitat out to the outdoors, changing them from what is labeled, indoor kids, into a new category, outdoor kids. America’s youth and children who live a sedentary lifestyle, including many being overweight, spending countless hours playing video games, at their computers and using electronic media, never going outdoors. NWF has developed programs and activities that will encourage educators, teachers and parents to take America’s young people outdoors, involving them in outdoors activities so that they become aware of the threats to the planet. This will develop in them a new consciousness that will lead to changes in lifestyles, including activities promoting conservation and preservation.

The objective of this multimedia campaign is to place NWF within the top five rankings for organizations focusing on climate change issues and the reconnection of Americans with nature as well as attracting volunteers and donations. A detailed study of the market led us to develop a rebranding campaign that encompasses all the aspects of the organization. The vast audience has been segmented and placed under an umbrella to address their needs together, while still reaching each one of these segments with our message. On a daily basis we see and live, on a global level, the consequences of climate change.

This campaign: • Will raise the consciences of the audience on climate change. • Will reestablish the connection that has been lost with nature, especially by our children and youth, this is a primary objective. • Will lead to the creation of a healthier generation involved in outdoors activities, abandoning what is an indoors and inactive lifestyle and becoming nature’s defenders.

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Introduction One among many nonprofit organizations actually involved with the issues of climate change, an issue that has generated much attention because the world is undergoing dramatic climate change related phenomenon due to global warming, NWF is ranked #8 in this market sector, (Philanthropedia.org, 2013). It has, among as main competitors, relatively new organizations, such as, 360. org.

NWF has a vision of a world where people work together to protect wildlife in order to pass to our children abundant wildlife and wild places. NWF´s programs were developed to protect wildlife, salvage habitats, confront climate change and organize activities for children. As it is a nonprofit organization, all its work is financed by donations and its activities run by volunteers and so it must compete to win the market from other non-profit organizations. “The nonprofit sector has been growing steadily, both in size and financial impact, for more than a decade. Between 2001 and 2011, the number of nonprofits has increased 25 percent; from 1,259,764 million to 1,574,674 million today. The growth rate of the nonprofit sector has surpassed the rate of both the business and government sectors” (The Urban Institute, 2013). National Wildlife Federation needs more benefactors and volunteers to join the ranks, so its message has to reach a vast and varied large audience, which varies in age, in order to encourage them to take responsibility, participate, and learn about climate change and the conservation of species, One of the main efforts National Wildlife Federation is undertaking is working with children

and youth to get them outdoors, to change them from indoor kids into outdoor kids. The problem? How to accomplish this. Its target audience includes children, youths, parents, educators, donors and volunteers. A new message to motivate all of the target audience has been developed, to generate change, not just raise awareness. According to National Center for Charitable Statistics, “approximately 26.3% of Americans over the age of 16 volunteered through or for an organization between September 2009 and September 2010. This proportion has remained relatively constant since 2003 after a slight increase from 27.4% to 28.8% in 2003” (NCCS, 2013).

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Research National Wildlife Federation identifies itself as “a voice for wildlife, dedicated to protecting wildlife and habitat and inspiring the future generation of conservationists” (NWF, 2013). Its activities involve:

• • •

Cooperating and working with other groups to reach their conservation goals.

Developing sustainable solutions to the problems identified as threatening the environment and wildlife.

Centering efforts on conservation on the future to ensure those future generations can enjoy the nation’s wildlife and habitats.

An efficient multimedia campaign has been created reaching the vast audience, allowing more people to learn about climate change and the conservation of species, while attracting increased donations and enlisting many more volunteers into the ranks with the goal that if everyone who receives the message takes action, progress will be made in the efforts to save our planet.

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A rebranding effort for the organization has been developed and NWF´s new focus is on the involvement with children and youth, developing programs to entice this segment to go outdoors. As an example, National Wildlife Week is a key event to help connect children and families with nature, which was conducted from March 18 – 24 this year. Activity offerings have changed to be more child and family-focused.

The identified target audience consists of four different groups: • Children 7 - 12 years, • Youth 13 - 18 years, • Parents, teachers and educators, • Adults.

Each is addressed individually and has been incorporated under an umbrella to allow reaching them together. What really differentiates NWF from the others is that it has defined a specific audience it wants to reach and motivate to change their behavior and lifestyles and is not only involved in conservation, as its competitors are. The organization is working to reconnect with nature and to change a generation of what it calls indoor kids into outdoor kids. Additionally an additional benefit which increases this differentiation is outdoor kids converting indoor parents into outdoor parents, raising their awareness of the great need to conserve and protect the planet.

To facilitate the message reaching the audience, each of the four groups have been integrated under an umbrella. “To understand your target audience, you must factor in other demographic aspects, as well as psychographic issues such as values, attitudes, personality, and lifestyle” (Drewniany, 2008).

The rebranding of NWF and the creation of a multimedia campaign encourages the audiences to become outdoor people, with an awareness of conservation and preservation and the efforts to help save the planet will increase. “Basically, the success of a nonprofit entity is measured by how much it contributes to the public wellbeing” (Shim, 2009).

NWF is a nonprofit organization and relies on donations and volunteers but competition is fierce and the campaign has developed strategies that will convince the donors to contribute. “An estimated 2.3 million nonprofit organization operate in the United States” (Urban Institute, 2013).

The NWF campaign´s efforts to protect our planet are necessary to ensure enjoyment of nature by future generations. By influencing children and youth, conservation habits will be created and behavioral patterns and lifestyles will be change. Adults who care about the environment will evolve. The indoors children will have become the outdoors adult, and in this way, together they can work to conserve and to protect wildlife and nature.

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After defining the NWF’s target audience, appropriate design decisions were made. “Good design is based on reasoning and contextualization” (Ambrose & Harris, 2011).

A rebranding, a redefinition, has been developed. We must remember, “branding is a process that allows a company to differentiate itself and its products from its competitors, while also establishing positive links to its customers in order to create and preserve loyalty” (Ambrose & Harris, 2009). First, communication with today’s audience must be established, which, in the case of this project, is vast and diverse. The visual research for this campaign uses mood boards that show how appropriate the ideas developed were, here, again four mood boards were created and then all placed under one that served as an umbrella. “Creating a series of visual reference sheets or boards (or mood boards), encompassing all the research so far, will help to support the idea creation stage” (Ambrose & Aono, 2011).

The visual themes of the campaign are developed according to the segmentation that has been made of the target audience. Each segment of the target has been addressed individually with elements that permit directly addressing the audience and then all were placed together under an umbrella “Graphic design is about the visual display of specific messages for an intended audience. Central to this is the meaning held by, and attributed to, the various visual elements, for example text, images and illustrations” (Ambrose & Harris, 2011). For the first segment target, which consists of children 7 - 12 years of age, the visual theme is striking with the image predominant over NWF Rebranding & Style Guide

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the text, using orange tones, “orange is considered one of the
hottest colors. It is extrovert and playful, demanding attention, appealing especially to adolescents and young children” (Ambrose & Harris, 2005). Terri Stone, in his book, Color Design Workbook, states that children have an affinity for intense and bright colors (2006, p. 35). The images that are used are of children, outdoors in which it can be appreciated that they are having fun, are happy, and are exploring and discovering many new things.

For the second segment, youth 13-18 years old, more image than text is used for this group is more visual. The visual theme has predominantly yellow tones. “Yellow is a bright and happy color, reminiscent of warmer seasons and conjuring images that range from the intense vibrancy of sunshine and spring flowers, through to the golden hues of autumn leaves” (Ambrose & Harris, 2005). Parents, teachers and educators, images which present parents and their children in outdoor activities, teachers with students or teachers alone, but clearly identified as such, have been used. All show joy and illustrate that youth are being supported while they enjoy outdoor activities and

learn about conservation. “Careful choice and selection of all imagery is crucial, along with a consideration and approach to the value of the visual communication” (Ambrose & Harris, 2011). The selected color is purple that “is an authoritative color that denotes royalty, spirituality, nobility and ceremony. Its positive associations often include wisdom and enlightenment” (Ambrose & Harris, 2005).

For the final target segment, adults, the same considerations used for, parents, teachers and educators, have been applied.

The images used for each segment were selected taking into consideration to whom they are directed, so that each segment identifies with the ad. These are very important elements, “images are the graphic elements that can bring a design to life” (Ambrose, 2011). Included in all the media platforms are prints, outdoor advertisements such as billboards, bus stop ads, bus decals and street advertising have been created. The website has been redesigned.

Additionally, a responsive design that adapts to devices such as tablets and smartphones, facilitating navigation, has been developed.

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NWF also will take advantage of social media marketing, as its competitors do, among these 350.org, which in the short time since its creation has reached the second place ranking. Promotional merchandise that not only allows that the brand becomes better known but also raises funds through their sale has been developed. Motion graphics, has been included, which will be broadcast on TV, cinemas, NWF’s website, Facebook Fan Page and YouTube, permitting them to cross borders and be seen by a larger number of people. Radio ads have been scripted for broadcast aimed at adults while they drive their vehicles. NWF’s five publications have been converted to electronic magazines. The use of the hashtag #nwf will help to amplify the brand and the message across social platforms.

This rebranding reaches each segment of the vast target and achieves that children as well as youth reconnect to nature, it provides that they develop a conscience about the importance of caring for the environment and wildlife to preserve the planet and stop climate change.

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Conclusion A rebranding of NWF has been developed in this campaign to allow the organization to continue its work in conservation and preservation of the environment by recruiting additional volunteers and donors; and to provide educators, teachers and parent tools and activities developed to help take America’s youth and children outdoors, to reconnect with nature.

The vast target audience has been segmented and placed under an umbrella to achieve effective communication with each segment. This allows NWF to reach each segment of

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the audience to motivate action and create within each group, and the four groups united under the umbrella, an awareness of conservation and preservation and the need for involvement in the efforts to help save the planet.

The campaign reaches four distinct, different groups and the language, voice and tone must be directed specifically at each group, with the younger audiences receiving a more visual message than the two older groups. It is critical that the target audience receive the message, making it vital that the voice and tone of their messages be attractive to each


group, and they will contribute to National Wildlife Federation and volunteer their time. This will help increase NWF’s ranking.

National Wildlife Federation’s new image is more modern and in tune with contemporary times. The use of social networks, extensively used by our youth segment, also represents major exposure for the organization. All of the deliverables have been created effectively, following the guidelines that have already been laid out and directed specifically at each, and all, segments in our market. Taken together all these elements will be sucessful.

This multimedia campaign takes NWF to meet its goal, that of protecting wildlife, the environment and stopping climate change by motivating today’s and future generations to take action and reconnect with the outdoors and by doing so, become involved in the efforts to save the planet.

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1.3 Competitive Audit

Natural Resources Defense Council

350.org

Industry Ranking: Ranking #1

Industry Ranking: Ranking #2

Differences from Competitors: • One of the most powerful environmental groups. • Involvement in legal aspects. • Involvement in the development of sustainable communities.

Differences from Competitors: • Use Internet and social media for calling for mass public actions in 188 countries. • Organize globally, efforts to conserve the planet. • Calls to reduce the amount of CO2 in the atmosphere to 350ppm.

Similarities to Competitors: • Nonprofit Organization (Climate Change cause). • Preserving the Earth’s environment and its wildlife. • Stop global warming.

Onliness Statement (USP): NRDC is the only most effective and influential environmental action group in the nation, with 1.3 million actively involved members, conducting efforts towards changing the laws to safeguard the Earth.

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Similarities to Competitors: • Nonprofit Organization (Climate Change cause). • Preserving the Earth’s environment and its wildlife. • Stop global warming.

Onliness Statement (USP): 350.org is the only grassroots global movement concerned with climate change that through internet and social media calls and inspires the world to mass public actions in 188 countries, uniting the world around solutions to the climate crisis.


Union of Concerned Scientists

National Wildlife Federation

Industry Ranking: Ranking #3

Industry Ranking: Ranking #8.

Differences from Competitors: • Scientific integrity. • Sustainable food and agriculture. • Clean energy and vehicles.

Differences from Competitors: • Global warming training and activities for children. • Loss of animal habitats prevention and endangered species conservation. • Reconnection of society with nature.

Similarities to Competitors: • Nonprofit Organization (Climate Change cause). • Preserving the Earth’s environment and its wildlife. • Stop global warming.

Onliness Statement (USP): Union of Concerned Scientists is the only environmental organization of scientists and citizens that combine rigorous scientific analysis, innovative policy development and effective citizen advocacy to achieve a sustainable future by providing information accessible to a variety of audiences.

Similarities to Competitors: • Nonprofit Organization (Climate Change cause). • Preserving the Earth’s environment and its wildlife. • Stop global warming.

Onliness Statement (USP): NWF is the only environmental organization that inspires Americans, of all ages, to reconnect with nature, to protect wildlife for our children’s future, through research, technical assistance, advocacy, and civic engagement in the United States. NWF Rebranding & Style Guide

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1.4 SWOT A SWOT Analysis was realized to obtain a precise diagnostic of the actual situation of National Wildlife Federation, to permit us to make accurate decisions about the steps to follow in developing our campaign and position the organization.

WEAKNESSES

STRENGHTS

Longevity dates to 1936 . Well organized. Ranked among the top ten of nonprofit organizations (Climate Change cause).

national wildlife federation

Does not use social media marketing. Lack of identity among its publications. Criticism over high paid executives.

THREATS OPPORTUNITIES Rebranding. Vast target audience. Expand media presence.

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World wide economic recession. Increasing number of competing nonprofit organizations. Constant need for volunteer and donors.


1.5 Creative Brief Client Name: Industry Sector: Basic Tenets: ZAG: Target Audience:

Campaign Project Overview:

Deliverables:

National Wildlife Federation (NWF).

Nonprofit Organization / Climate Change.

Fun, outdoors, adventure, wildlife, conservation. Reconnection with nature.

Target Segment # 1 (Children 7 – 12 years) Target Segment #2 (Youth 13 – 18 years) Target Segment #3 (Parents, Teachers & Educators) Target Segment #4 (Adults) NWF is the only nonprofit environmental organization that inspires Americans, of all ages, to reconnect with nature and protect wildlife for our children’s future. The theme focuses on reaching Americans to encourage them to go outdoors and become connected with nature and actively participate in protecting and conserving wildlife and the environment.

The rebranding project includes the creation of a new logo as well as assets that encompass social media applications including Facebook, Twitter, YouTube and Pinterest, mobile apps, print ads featuring lenticular technology, music, TV ads, radio ads, merchandise, stationery, and electronic media, all contained in a cohesive campaign designed to further NWF causes and recruit volunteers and donors. Particular attention is paid to children and youth in an effort to change them from being indoors kids into outdoors kids. NWF Rebranding & Style Guide

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1.6 Demographics The audience is very large and varies in ages and occupations.

Target Segment # 1 (Children 7 – 12 years)

Target Segment #3 (Parents, Teachers & Educators)

• •

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Target Segment #2 (Youth 13 – 18 years) Target Segment #4 (Adults)

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Personas: Melissa Age: 9 years Gender: Female Education Level: Elementary School Occupation: Student

Alex Age: 17 years Gender: Male Education Level: High School Occupation: Student

Margot Age: 39 years Gender: Female Education Level: University Occupation: Middle School Teacher

Mike Age: 49 years Gender: Male Education Level: Master’s Degree Occupation: Electronic Design Engineer NWF Rebranding & Style Guide

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2.0 DEVELOPMENT

2.1 Mood Boards 2.2 Logo Survey 2.3 Actual Logo 2.4 Logo Development 2.5 Media Mix Development 2.6 Infographic


2.1 Mood Boards

National Wildlife Federation has a vast and varied audience, because of this, four different mood boards were originally created, each addressing specific target audiences.

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An umbrella was taken in consideration to integrate all four mood boards into one, so that the campaign could reach all the NWF audience.

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2.2 Toolbox

The Design Toolbox for National Wildlife Federation contains all the elements that will be used in our campaign, including the mood boards, imagery, color palette, fonts and music. All of these have been chosen taking into account the four target segments which we have identified previously, that make up the vast NWF audience. Our theme is Reconnection with Nature, with a look and feel that is fun, modern, outdoors and wildlife and our toolbox definitely identifies with these adjectives.

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2.3 Logo Survey

Natural Resources Defense Council Ranked #1 This logo consists of a shape where three conifer trees appear with a grizzly bear in front of them, like a cut out; the initials of the organization form part of this. Relevance to the Industry: It is relevant because it contains nature and wildlife elements, which reaffirm the organization’s mission: “To safeguard the Earth: its people, its plants and animals and the natural systems on which all life depends” (NRDC, 2013). Longevity: The logo is very traditional and simple. It is not based on a trend. Level of Distinction: Even though the color green which is so used by these organizations, adding the initials in a blue color will made it stand out over its competitors. Versatility: This logo can be used in distinct platforms and can be reduced in size, because it only contains the acronym of the organization. A less complex shape of the bear would improve its versatility.

350.org

Union of Concerned Scientists

Ranked #2

Ranked #3

This is a logo that is radically different from its competitors. It is simple and includes precisely the name and the organization’s url. Relevance to the Industry: The logo represents the mission of the organization, “reduce the amount of CO2 in the atmosphere to below 350 ppm” (350.org, n.d.). This is reaffirmed even more with the incorporation in the logo of the arrow that points to the left. Longevity: The simplicity of the logo transcends the barriers of time and language. It is not based on a trend. Level of Distinction: A type of logo little used by the competitors, the wordmark, is used which permits it to stand out from its competitors. The blue color employed, also favors creating a larger differentiation to its competitors. Versatility: This logo can be used in distinct platforms and can be reduced in size.

The logo images that are used are pretty complex, with a lot of details, including shadows. Relevance to the Industry: It is relevant to the organization because transmit what the organization does. “The Union of Concerned Scientists puts rigorous, independent science to work to solve our planet’s most pressing problems” (UCS, 2013). Longevity: The logo is not based on a trend, however, its own complexity is a factor that works against its longevity, because it lacks versatility for adaptation to new media. Level of Distinction: Its complexity distinguish it a bit more from its competitors, but it is a negative characteristic. Additional, many of the competitors’ use a globe of the earth. Versatility: Given its complexity, it is a logo that lacks versatility. It is difficult to scale and reproduce in different media.

Many other competitors use the green color on their logo.

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2.4 Actual Logo

The current logo is very complex because it contained images of wildlife, nature and human interaction with nature and this made it lose versatility although it effectively transmits the message of the organization. The use of a single green tone does not help the differentiation from its competitors, because many of them also use green.

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2.5 Logo Development The creation of a less complex, preferable minimalist logo was the goal. It must be memorable, versatile, timelessness and appropriate.

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A simple, uncomplicated and modern logo that can differentiates from competitors. It is memorable because of its simplicity. Can be adapted to various media and platforms. It is timely and appropiate for the organization and can address the vast audience of NWF.

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2.6 Media Mix Development The media mix consists of social media, electronic media, print media, video and music, all of them working together with cohesion and coherence.

The campaign will include the use of hashtag #nwf, which will make the same have a major impact in social media.

SOCIAL MEDIA

ELECTRONIC MEDIA

PRINT MEDIA

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Good and integrated handling of social media will achieve excellent results at low cost. Social media permits bidirectional communication with the audience, generating direct interaction. Also our message will become viral. Facebook, Twitter, Pinterest and YouTube will be used.

A new dynamic responsive website, web banners, mobile apps, TV ads, radio ads, cinema ads, electronic magazines and newsletters will be developed. All these efforts will help increase the awareness of NWF.

A combination of high impact outdoor ads (including the use of lenticular print), special interest magazine ads, new stationery and a great variety of merchandise will increase the awareness of the NWF.

Interesting and attractive videos that will reach NWF’s vast audience with catchy and modern music integrated into the videos. They will be broadcast on social media and electronic channels.

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video ad

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magazine ad

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2.7 Infographic

We have created an infographic that completely encompases our campaign, beginning with our research through our proposed asset prototypes, in order to communicate in an efficient manner the complex process and the large quantity of data we are handling in the Rebranding Campaign of NWF.

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3.0 STYLE GUIDE

3.1 Brand Voice 3.2 Logo Guidelines 3.3 Color Palette 3.4 Images & Textures 3.5 Typography 3.6 NWF’s Tune 3.7 General Guidelines


3.1 Brand Voice

Because NWF’s audience is so vast and varied, a tone of voice that is modern, casual, fun, colorful and happy has been selected to reach all of them, seeking to motivate them to reconnect with nature and to create a consciousness about conservation, preservation and stopping climate change.

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3.2 Logo Guidelines

A distinctive and minimalist logo, which is also apt for the vast and varied audience that NWF has. Consists of the initials of the organization connected to a circle with an eagle silhouette breaking through at the top. It maintains the eagle that was included in the original logo.

The Logo

Color version:

Primary version of the logo. Whenever possible always use it. CMYK 39 99 95 55 RGB 84 0 4 HEX # 540004

Black version: Use the black version when the primary version or the color variations cannot be used because of the loss of readability. Use white when the logo is over a dark background.

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Color Variations:

Only the brand colors are accepted for use in the logo.

Placement:

The logo should never be used below 20mm in diameter.

The white space surrounding the logo, in any case, can’t be less than the width of the “n”.

20mm

Size:

20mm

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Not acceptable: • Any text or writing over the logo. • Any image overlapping the logo. • The use of bevel, emboss, gradient or stroke in the logo. • The use of a square, circle or any other shape of any • • •

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color surrounding it.

The use of non-brand colors.

The use of two or more colors in the logo. Logo distortions.


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3.3 Color Palette The color palette was selected taking into account the vast and varied audience. Selected to be attractive to each of the four target segments. The colors range from the bright yellow aimed at children to the earth tones for adults.

It consists of five primary colors and six secondary colors that serve as support to enhance communication. They are bright, contrasting and earthy.

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3.4 Images & Textures Our imagery is varied and includes images of all four target segments, as well as wildlife and nature.

In the images, happiness, fun, enjoyment and outdoors activities can be seen. They are appropriate because they enhance the look and feel of the campaign. It is important to transmit the reconnection with nature.

Natural textures are use for enhancing the outdoor sensation:

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3.5 Typography

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We selected a group of typefaces with a modern and casual look. They are also easy to read, making them appropriate for the large audience of National Wildlife Federation. The following fonts are mandatory for presenting a consistent and coherent brand image.

Brand name in sans serif font, in lower case for a modern look.

Hand writing and modern fonts for a casual look, appropiate to the vast audience.

Serif font for the body for easy readability. Cambria is the only font that can be used in bold. Any other alteration is not permitted. NWF Rebranding & Style Guide

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3.6 NWF’s Tune

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A unique, short, lively NWF tune was created and will play anytime the NWF logo appears in videos.

The purpose is to involve both sight and hearing to create instant recognition of NWF.

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3.7 General Guidelines

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About the Logo: • • • • •

The logo can be embroidered only in the primary color, in black or white.

The logo can be embossed in garment materials or any other material. In those cases, it will be without color. The logo can be reproduced in metal in the primary color, in black, white, silver or gold.

The logo can be reproduced in glass or wood only in the primary color, black, white or without color.

When the logo appears in video, footages or photography as a watermark, it must be in white or black color, depending on the background, with at least 40% transparency.

Only use this logo animation. The logo animation is simple and has an attractive sound to capture attention. Always use the NWF’s tune when the logo appears on video.

About the Music: •

The music selected is fun, modern, playful, upbeat, enjoyable and attractive to the audience.

• •

Happiness / outdoors is the message that is being transmitted.

It transmits a feeling of fun and diversion, captures the interest of the audience and reinforces the theme. Only use the music selected:

Happy Whistling Ukulele

Happy Sunday

Be Free

Elevation

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4.0 SOLUTIONS

4.1 Social Media 4.2 Electronic Media 4.3 Print Media 4.4 Video & Music


4.1 Social Media

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Objectives: • • • • •

Reach and attract a large audience.

Build a relationship with the brand. Create awareness of the brand.

Create awareness of climate change, wildlife and nature protection. Motivate to reconnect with nature.

Why use it? •

Message will become viral.

What we are going to use? • Facebook. • Twitter. • YouTube. • Pinterest.

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Facebook Continue with the use of Facebook in a more effective way, integrated with all the media mix and reinforcing the ZAG.

Redesign and restructuring of the fan page. Inclusion of Facebook apps for photo contests will permit a greater interaction with the audience. Content shared with the social media mix used and with the website. Use of the #nwf.

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Twitter Continue with the use of Twitter, integrated with all the media mix. It is effective to communicate with the vast NWF audience. Redesign of the site. Better interaction with the social media mix and with the website. Use of #nwf.

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YouTube Continue with the use of YouTube with better and more actualized and organized content.

YouTube is used widely, because of this it offers a great advantage to NWF, as it has a vast and varied audience. Integration with the media media mix. Use of #nwf.

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Pinterest Continue with the use of Pinterest. It includes boards of each national and state parks with photos. Also includes boards with information on conservation of wildlife and nature and boards about endangered species. Integrated with the social media mix. Use of #nwf.

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4.2 Electronic Media

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Objectives: • Reach and attract a large audience using internet, TV, radio and new • • •

technologies.

Create awareness of the brand.

Create awareness of climate change, wildlife and nature protection. Motivate to reconnect with nature.

Why use it? •

Take advantage of traditional media and the use of new technologies that are within reach a great part of the audience.

What we are going to use? • Website. • Web Banners. • Mobile Apps. • Electronic Magazines. • Electronic Newsletters. • TV and cinema ads. • Radio Ads.

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Website An improved and dynamic website that emphasizes the ZAG. Also includes a list of national and state parks arranged by state, with maps and photos, to allow people to find places to go to reconnect with nature. It has links to all social media and links for downloading the free mobile apps. With capability for all the content to be shared through the social networks. Use of #nwf.

Home Page

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National Parks Page


Responsive Website

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Web Banners Advertising in general web pages. A series of web banners directed at each segment of the NWF target audience will be produced using HTML5. They will be more dynamic and creative, because text, image and sound can be used and they can be seen perfectly on mobile devices and desktop computers without having to install additional programs. Include #nwf.

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Click here to see the animation.

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Mobile Apps Develop two free mobile apps. Integrated with social media mix. Content can be share through social media.

The first mobile app, Wildshots, is an application that would allow taking photographs of outdoors, nature and wildlife, and inserting frames and stickers of NWF with tips to stop climate change and GPS information. They could be shared through social media or email. Use of #nwf. The second mobile app, National & State Parks, will be a compendium of parks, arranged by states, with maps, photos and useful information about each one. Users can upload their photos taken in these different places. Use of #nwf.

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Electronic Magazines All current print publications will be available in electronic format for reading on computers and mobile devices. Includes #nwf in its content.

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Electronic Newsletters A monthly electronic publication that permits staying in communication with the audience and, additionally, would establish a data based. Available online through social media and website. Includes #nwf.

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TV & Cinema Ads TV ads directed at children and youth target segments, since television is the most influential form of advertising. Ads in cinemas located in big cities. Ads will be also available online through social media and website. Includes #nwf.

See Video & Music section for Storyboard and animatic.

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Radio Ads Ads on national radio, directed at adults. Will be available online through social media and website.

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4.3 Print Media

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Objectives: • • • •

Reach and attract a large audience. Create awareness of the brand.

Create awareness of climate change, wildlife and nature protection. Motivate to reconnect with nature.

Why use it? • To provide reinforcement, heightened reach and visual impact to the message and generate awareness.

What we are going to use? • Outdoor Ads. • Magazine Ads. • Merchandise. • Stationery.

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Outdoor Ads Using this media channel, our message can be more visible and could provide reinforcement, heightened reach, and visual impact. Billboards, commercial posters and moving outdoors advertising. Billboards will use lenticular print technology, which consists of using the lenticular lenses to produce images with an illusion of depth and, when seen from different angles, images change or have movement. Large stickers or decal ads on sidewalks in big cities will be used. Bus stop booths will be wrapped with nature and wildlife images from NWF.

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Lenticular Print

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Bus Stop

Car Wrap

Pole Banner 88

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Mupi

Bus Wrap NWF Rebranding & Style Guide

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Magazine Ads NWF ads in special interest consumer magazines, because these magazines allow targeting specific audiences, that are also specific groups of NWF’s target. Use of #nwf.

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Merchandise Sweaters, tote bags, mugs, and others, created to help raise funds and promote the awareness of the brand.

Tote Bags

Laptop Bag 92

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Caps

Cups

For Babies


Sweaters

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Stationery Stationery featuring the National Wildlife Federation’s new brand image.

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4.4 Video & Music

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Objectives: • • • •

Reach and attract a large audience. Create awareness of the brand.

Create awareness of climate change, wildlife and nature protection. Motivate to reconnect with nature.

Why use it? •

Visual attraction with simple message and call to action.

What we are going to use? • •

Video Ads.

NWF’s Tune.

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Video Ads Attractive and engaging videos to be shown on outdoors and indoors giant TV screens, produced for football stadiums, other sporting events, malls and outdoors screens, to promote the ZAG; reconnect with nature. Also they will be included in the social media channels and website. Will use #nwf.

Play.

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NWF’s Tune A distinctive sound will play every time the NWF logo appears on a video. In this way, the audience will utilize two senses, sight and sound, to identify the brand.

Click here to listen.

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CONCLUSION The NWF campaign project contains design elements that have been carefully selected and designed to successfully create a new, modern, simplistic and attractive organizational identity, with a dynamic, bright look and feel that will be attractive to the vast and varied target audience, achieve differentiation with the competitors, raise the organization’s ranking, and attract more Americans of all ages to reconnect with nature, becoming aware of the need for preservation, conservation and stopping climate change.


References:

Ambrose, G. (2011). Packaging the Brand: The Relationship between Packaging Design and Brand Identity. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Aono-Billson, N. (2011). Approach and Language. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2005). Colour. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2005). Image. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2005). Typography. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2006). Visual Dictionary of Graphic Design. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2009). Fundamentals of Graphic Design. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2011). Layout. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2011). The Fundamentals of Creative Design. Lausanne, Switzerland: AVA Publishing SA. Ambrose, G.; Harris, P. (2011). The Fundamentals of Typography. Lausanne, Switzerland: AVA Publishing SA. Chasser, A. H.; Wolfe, J.C. (2010). Brand Rewired. Hoboken, NJ: John Wiley & Sons, Inc. Drewniany, B.; Jewler, A. (2008). Creative Strategy in Advertising. Boston, MA: Thomson Higher Education. Gadling. (2013). National Wildlife Week Begins Tomorrow. Retrieved March 17, 2013 from http://www.gadling.com/2013/03/17/national-wildlife-week-begins-tomorrow/. Gomez-Palacios, B.; Vit, A. (2009). Graphic Design, Referenced: A Visual Guide To The Language, Applications, And History Of Graphic Design. Beverly, MA: Rockport Publishers, Inc.

Harkins, M. (2010). Using Type. Lausanne, Switzerland: AVA Publishing SA. National Climate Change 2012 Nonprofit Ranking. (2013). Philanthropedia. Retrieved March 10, 2013 from http://www.myphilanthropedia.org/top-nonprofits/national/climate-change/2012. National Wildlife Federation. (1996). Board adopts new logo, slogan for 60th birthday. National Wildlife (World Edition). Jun/Jul96, Vol. 34 Issue 4, p51. 1/8p. Retrieved March 24, 2013 from http://web.ebscohost.com.oclc. fullsail.edu:81/ehost/detail?vid=5&sid=80f64a82-0bce-401f-9582300882d5cbc8%40sessionmgr15&hid=11&bdata=JnNpdGU9ZWhv3QtbGl2ZQ%3d%3d#db=a9h&AN=9605235984. National Wildlife Federaration. (2010). Affiliate Plan Guide. Retrieved March 17, 2013 from http://www.nwfaffiliates.org/ht/a/GetDocumentAction/i/55073. National Wildlife Federation. (2013). Our Logo And Brand. Retrieved March 23, 2013 from http://www.nwf.org/Who-We-Are/Our-Brand.aspx. National Wildlife Federation. (2013). Who We Are. Retrieved March 17, 2013 from http://www.nwf.org/Who-We-Are.aspx. Nonprofits. (2013). The Urban Institute Research of Records. Retrieved March 10, 2013 from http://www.urban.org/nonprofits/index.cfm. Quick Facts About Nonprofits. (2013). National Center for Charitable Statistics NCCS. Retrieved March 10, 2013 from http://nccs.urban.org/statistics/quickfacts.cfm. Stone, T. (2006). Color Design Workbook: A Real-World Guide to Using Color in Graphic Design. Gloucester, MA: Rockport Publishers, Inc. Shim, J. K., & Siegel, J. G. (2009). Budgeting Basics and Beyond. Hoboken, NJ: John Wiley & Sons. Urban Institute. (2013). The Nonprofit Sector In Brief: Charities, Giving and Volunteering 2012. Retrieved March 17, 2013 from http://www.urban.org/publications/412674.html.

Aldo Murillo. (n.d.). Friends Having Fun. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-9713453-friends-having-fun.php. Corbis Photography. (n.d.). Father and Son Exploring. [Photograph]. Retrieved April 24, 2013 from http://marketplace.veer.com/stock-photo/Father-and-son-exploringCBP1114718. Corbis Photography. (n.d.). Man And Woman Wearing Stocking Caps. [Photograph]. Retrieved April 24, 2013 from http://marketplace.veer.com/stock-photo/Man-andwoman-wearing-stocking-FAN1002538. Hemera Technologies. (n.d.). 23231295. Retrieved April 30, 2013 from http://www. photos.com/search?freetext_field=23231295. Hemera Technologies. (n.d.). 89675739. Retrieved April 30, 2013 from http://www. photos.com/search?freetext_field=4096640. Jacek Chabraszewski. (n.d.). Kids Running Outdoor. [Photograph]. Retrieved April 24, 2013 from http://www.shutterstock.com/pic.mhtml?id=4474413. Jacomstephens. (n.d.). Mountain Biking Couple Enjoying Sunset View. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-6278868mountain-biking-couple-enjoying-sunset-view.php. Jupiterimages. (n.d.). River Flowing Through Scenic Landscape. Retrieved May 11, 2013 from http://www.photos. com/search?freetext_field=5085162. Kristian Sekulic. (2008). Mother Resting With Daughter. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-6634871-motherresting-with-daughter.php. Lopez, L. (2011). Bird in Wetlands. [Photograph]. Retrieved May 15, 2013 from http://www.liviaphotography.com. Lopez, L. (2012). Eating. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2010). Flower. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2012). Goose. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2010). Landscape. [Photograph]. Retrieved May 15, 2013 from http:// www.liviaphotography.com. Lopez, L. (2012). Lizard. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2011). Mist in Wetlands. [Photograph]. Retrieved May 15, 2013 from http://www.liviaphotography.com. Lopez, L. (2011). Orlando Wetlands. [Photograph]. Retrieved May 15, 2013 from http://www.liviaphotography.com. Lopez, L. (2011). Otters. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2011). Sunrise. [Photograph]. Retrieved May 15, 2013 from http://www.

liviaphotography.com. Lopez, L. (2011). Swamp. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2011). Thinking. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2011). Trees. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2012). Turtles. [Photograph]. Retrieved May 15, 2013 from http://www. liviaphotography.com. Lopez, L. (2011). Vines in Wetlands. [Photograph]. Retrieved May 15, 2013 from http://www.liviaphotography.com. Lopez, L. (2010). Woodpeckers. [Photograph]. Retrieved May 15, 2013 from http:// www.liviaphotography.com. Mandygodbehear. (2006). Happy Smiling Child Arms Raised With Joy And Happiness. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stockphoto-1539058-happy-smiling-child-arms-raised-with-joy-and- happiness.php. Mircea Bezergheanu. (n.d.). Happy Young Women On Field In Summer. [Photograph]. Retrieved April 24, 2013 from http://www.shutterstock.com/pic.mhtml?id=41704939. National Wildlife Federation’s Facebook Page. (2013). Black-Footed Ferrets. Cover Photos for Endangered Species Day. Retrieved May 11, 2013 from https://www.facebook.com/photo.php?fbid=10151553506038987&set=a. 10150910502343987.440063.5644748986&type=3&theater. Senhit. (n.d.). Autumn Panorama. [Photograph]. Retrieved April 24, 2013 from http:// www.shutterstock.com/pic.mhtml?id=20133658. Shironosov. (2010). Great Friends. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-13885045-great-friends.php. The Orca. (n.d.). Visual Dictionary. Retrieved May 11, 2013 from http://www.ikonet. com/en/visualdictionary/static/us/fauna_flora_antarctic_region. THP. (n.d.). Lush Grass. [Photograph]. Retrieved April 24, 2013 from http://stockfresh.com/image/930618/lush-grass. Vetta Stock Photo. (n.d.). Couple Hiking. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-12504712-couple-hiking.php. Vetta Stock Photo. (n.d.). Family Outdoors. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-8250248-family-outdoors.php. Vetta Stock Photo. (n.d.). Young Couple Carry a Canoe. [Photograph]. Retrieved April 24, 2013 from http://www.istockphoto.com/stock-photo-11915200-young-couplecarry-a-canoe.php. Unknown. (n.d.)Trees. [Photograph]. Retrieved April 24, 2013 from http://www. photorack.net/index.php?action=showpic&cat=81&pic=23455.

Images References:


About the Designer

Livia Lopez was born and educated in Panama. She studied Law and Political Science at Universidad Santa Maria La Antigua and was appointed and served at Panama’s Consulate in Venice, Italy. Returning to Panama, she earned her Business Administration with a Major in Advertising degree, at Universidad Latina de Panama. Livia founded and published Mosto Magazine, Panama’s first wine magazine and has designed for web, print and television. She is a professional photographer, recently completing a shoot at Florida’s Merritt Island Reserve. Her photography portfolio contains commercial and industrial shoots for catalogs, portraits, architecture, wildlife, landscapes, food and wine.

Now a resident of Orlando, Florida, Livia is completing her MDMFA at Full Sail University. Her other interests are her teenaged son, Gabriel and her three Labrador Retrievers, Apple, Arn and Apopka. Her husband, Bill, is a Human Resources Development/Industrial Safety instructor.



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