BOOK 3 // VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

HIGHLIGHTS REBRANDING


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1 BRAND OVERVIEW 12 14

Brand History Mission Statement

2 LOGO STANDARDS 16 18 19 20 21 22 23 24 25 26

New Logo Alternate Versions Color Variations Black and White Anatomy / Primary (Symbol) Anatomy / Vertical Anatomy / Wordmark Clear Space Size Chart Incorrect Usage

3 VISUAL SYSTEM 30 31 33

Color Palette Typefaces The Custom H

4 FUTURE EXPANSION 38 39 41 42 44 45 47 48 52 58 64 70 76 82 88 94 100

Mission Statement Chart 1 / Highlight's Expansion Ideas / Products Ideas / Services Ideas / Environment Ideas / Experiences Ideas / Educational Opportunities Ideas / Events PROD1 / Highlight Your World ENV2 / Highlights [Storefront] SERV1 / Highlight You SERV3 / Highlight's Birthdays EXP3 / Highlight's Adopt a Family EVENT2 / Highlight's History PROD3 / Highlight's Baby EXP1 / Highlight's Adventures EDUC3 / Highlight's Kitchen

5 HIGHLIGHT'S NEW WEBSITE 107 109

Home > Extensions Home > Rebranding Project

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1946

1957

1981

The first issue of Highlights for Children rolls off the presses, reaching 20,000 children, mainly through door-to-door sales.

Cover designer Herb Pinzke creates the “Smiling H” logo along with the rhomboid shapes on the 1957 cover of Highlights magazine.

Design consultant Jon Peter redesigns the cover of Highlights to include an original illustration featuring children and/or animals.

1981-Present The bold red, rhomboid shape and “Smiling H” logo that were created in 1981 remain in use today.

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BRAND HISTORY Highlights magazine is a monthly children’s publication, geared towards kids age 6-12. The magazine includes wholesome, ad-free skill-building games, riddles, craft projects, stories, and the well known Hidden Pictures™ puzzles to entertain and educate children, all the while inspiring creativity. Garry Cleveland Myers and Caroline Clark Myers founded Highlights for Children, Inc. in 1946. The first issue reached well over 20,000 children through door-to-door sales. The philosophy behind the fun is to inspire children to “become their best selves by using their creativity and imagination; developing their reading, thinking, and reasoning skills; and learning to treat others with respect, kindness, and sensitivity.” The Highlights brand includes a family of products for kids ranging in age from birth to age 12, available in over 40 countries and 16 languages. The products include magazines, games, book clubs, websites, mobile apps, an education group, Zaner Bloser Inc., textbook publisher, Stenhouse Publishers, and teaching seminars. The Highlights logo has remained almost exactly the same since 1957. That same year, the iconic Highlights rhombus was introduced. Whereas the use of the rhombus and “smiling H” title are memorable, they are also in need of a rebrand to appeal to the modern customer.

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MISSION STATEMENT Our mission is to create engaging, educational, and creative content and experiences for children to cultivate their passion for learning.

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2 LOGO STANDARDS Brand logo standards are created to maintain and ensure total consistency within a company. Standards are basically rules for other designers to follow to ensure that everyone knows exactly how to present the logo and the brand to the world.

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HIGHLIGHTS’ NEW LOGO The new Hightlights logo design reflects the chlid-like nature of the brand. The lower-case H was chosen to represent a more friendly and juvenile look and feel, and the sunburst rays emanating outward in conjunction with the lower-case H are mean to embody the core values of the brand, engagment, education, and creativity. Use this logo whenver possible.

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ALTERNATE VERSIONS When the brand name is required, use the primary three-color logo in all lower-case typeface Tomarik / Introvert / 50 tracking, in C-4/M-79/Y-60/K-0, with custom H’s. When the symbol cannot be reproduced legibly, use the wordmark alone in the same specifications as above. When the primary vertical logo cannot be used due to space constraints, use the horizontal wordmark logo below. Use the black and white version (opposite page) when color is not an option.

Vertical Logo With Wordmark

Wordmark Logo

highlights

highlights 14


COLOR VARIATIONS The primary three-color logo should be used when possible, but there may be circumstances when variations are required. If the primary logo is not legible or high enough contrast, use the following variations:

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BLACK AND WHITE When color printing is not an option, or a logo must be used in reverse, follow this protocol. For backgrounds lighter than 10% black, the varied gray logo can be used. The reverse (white) logo is to be used on backgrounds 50% black or darker equivalent.

h = 80K / Dk gray = 60K / Lt gray = 40K 16


LOGO ANATOMY / PRIMARY SYMBOL The logo is computated based on a vector X value, a measurement in which all other values of the logo are measured against. The X value is defined by the stem of the H, as shown. The values can be resized, as long as the proportions remain constant. The lower-case H was chosen to represent a friendly look and feel. The sunburst rays are meant to embody Highlights’ values of engagment, education, and creativity.

X

X / 90°

X / -34°

5.1X

X / -72°

6X

5X

X / -87° 2.5X

X / -90° X / 2.75° 17

4.6X


LOGO ANATOMY / VERTICAL For specific X values for the wordmark, refer to the following page. Refer to the latter page for the symbol values. The values below illustrate spacing between the symbol and wordmark. Use a 1X value between the symbol and the lower case L in the wordmark to gauge proper spacing.

X

highlights X

X

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LOGO ANATOMY / WORDMARK When using the horizontal wordmark logo, the height of the word is 6X from the bottom to the top of the T and dots of the I’s. The full height is 11X and the full width is 42X. The value of X is equivalent to the diameter of the dot of the i.

X

X

8X

6X 3X

1.5X 42X

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CLEAR SPACE Clear space is defined as the negative space around the logo. When using the logo, ensure that the spacing around the logo is not crowded by adhering to the following specifications:

X

2X

2X

2X

2X

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SIZE CHART When deciding which version to use in print material, digital/ social media, signage, and/or vinyl wall lettering, this size chart can help to determine what logo to use, based on the size requirements.

Symbol

Vertical Symbol & Wordmark

Wordmark

highlights highlight s

>/= 2.1” wide

highlights highlight s

1.1-2” wide

.51-1” wide

.25-.5” wide

Do not use logo at .25” or smaller

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INCORRECT USAGE To stay on-brand and uphold brand continuity, maintaining the integrity of the logo is paramount. Follow the specifications and avoid the “dont’s” below:

Don’t recolor or alter the colors, with exception of the approved color variations

Don’t squish or stretch

Don’t substitute other typefaces or alter the font

highlights

Don’t reposition the text

highlights

Don’t reposition or alter the sunburst rays

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3 VISUAL SYSTEM A Visual System is essentially the “instructions� or guidelines for other graphic designers to follow. Standardizing colors and typefaces allows the brand to maintain continuity. It is important to follow the visual system closely to maintain brand standards so the brand can continue to be recognizable and trustworthy.

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COLOR PALETTE The Highlights color palette is just as bold and creative as the children that the brand is geared towards. We want exciting and invigorating colors to captivate and inspire the litte ones’ imaginations. The palette is a modern take on the rainbow. The primary colors are to be used most, followed by the secondary colors. The supporting colors are intended as minimal accents.

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Primary Colors

FLAMING JUNE JR. PMS 7625 C RGB 232/92/92 CMYK 5/80/60/0

WHEN LIFE GIVES YOU LEMONS

TEAL IT TO MY TEACHER

PMS 1215 C

RGB 59/171/176

RGB 252/222/125 CMYK 0/10/60/0

PMS 7710 C

CMYK 70/10/30/0

Secondary Colors

ORANGE YOU CRAFTY

OLIVE A LITTLE

THINK PINK

PMS 716 C

PMS 359 C

RGB 235/128/84

RGB 184/217/153

RGB 242/161/148

CMYK 5/60/70/0

CMYK 30/0/50/0

PMS 486 C

CMYK 0/45/35/0

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OUR TYPEFACES Maintaining brand integrity includes maintaining and enforcing the correct useage of the brand typefaces. The two typefaces used in the Highlights brand are Tomarik and Gotham. Tomarik is a new typeface, created in 2017 by The Northern Block foundry. It is a hand-drawn type with a creative and playful bent and comes in nine variations. Gotham is a geometric sans-serif typeface designed by Tobias Frere-Jones with Jesse Ragan at the Hoefler & Co. foundry in 2000. It is a workhorse typeface, and has been used in highly visible places such as Barack Obama’s 2008 presidential campaign, and the new World Trade Center tower.

TOMARIK / POSTER ALL CAPS / +10 TRACKING ABCDEFGHIJKLMNOPQRSTUVWXYZ USED FOR: HEADERS AND TITLES

tomarik / introvert all lower case / +50 tracking abcdefghijklmnopqrstuvwxyz used for: the brand logo wordmark 27


Variations of the Gotham font are used throughout the Highlights brand as body text and as the overall ‘workhorse’ font.

GOTHAM / LIGHT ABC D EFG H IJ K LM N O P Q RSTU V W X Y Z ab cd efghijklmnopqrstuv w x yz

GOTHAM / BOOK AB C D EFG H IJ K LM N O P Q RS TU V W X Y Z a b cdefghijklm nopqrstuv w x y z

GOTHAM / BOOK ITALIC A B C D EFG H I J K LM N O P Q R ST U V W X Y Z abcdefg hijklmnop q r stuv w x yz

GOTHAM / MEDIUM AB CD E FG H IJ K LM N O P Q RSTU V W X Y Z a b cd ef g hijklm n op q r stuv w x y z

GOTHAM / BOLD AB CD E FG H IJ K LM N O P Q R STU V W X Y Z a b cd ef g h ij k l m n o p q r s t uv w x y z

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THE CUSTOM When creating a logo, originality is important. There is a virtual sea of logos available, as evidenced earlier in this brand package. Many companies’ names start with the letter H. It was a challenge to develop a simple, yet memorable H to represent the Highlights brand in a childlike, yet not too juvenile way. A original hand-drawn version was the most creative and original way to evolve the H.

The hand-drawn H appears three times in the wordmark logo

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highlights


The “bent stem” and “foot” give the H personality and movement

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4 FUTURE EXPANSION To expand, a brand has to break through the status quo and entertain new ideas and genres. These ideas could be logical, extreme, or anywhere in between. The following chapter will expound on the types of markets that Hightlights could evolve into going forward.

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MISSION STATEMENT Our mission is to create engaging, educational, and creative content and experiences for children to cultivate their passion for learning.

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HIGHLIGHT'S EXPANSION The following chart illustrates how the future expansion ideas fit into the Highlights mission and core values of providing creative, engaging, and educational content and experiences.

CREATIVE & ENGAGING   EVENT1 / Highlight’s Happenings   EXP2 / Highlight’s AR

ENGAGING & EDUCATIONAL     

EXP1 / Highlight’s Aventures ENV1 / Highlight Your Environment EDUC2 / Highlight’s Lecture Series PROD3 / Highlight’s Baby EXP3 / Highlight’s Adopt A Family

EDUCATIONAL & CREATIVE   PROD1 / Highlight Your World   PROD2 / Highlight’s Tech

CREATIVE, ENGAGING & EDUCATIONAL          35

SERV1 / Highlight You SERV2 / Highlight Design Kids EDUC1 / Highlight’s Homeschool Days EVENT2 / Highlight’s History ENV2 / Highlights (Store) SERV3 / Highlight's Birthdays ENV3 / Highlight Your Home EDUC3 / Highlight's Kitchen EVENT3 / Highlight's Money


A

CR E

E V I T

EVENT1 EXP2 EDUC2

ENV2

EDUC1

ENV3

PROD1

EDUC3

EVENT2

PROD2

SERV2

EVENT3

SERV3

EXP1

ENV1

EXP3

PROD3

ING GAG EN

SERV1

E

D UC AT IONAL

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PRODUCT 1

PRODUCT 2

  PROD1

  PROD2

HIGHLIGHT YOUR WORLD

HIGHLIGHT TECH

Highlights will produce and sell a line of art supplies with a "different and outside-of-the-box" point of view that are made with premium pigments and ingredients, but are still geared towards children.

Four packaged sets that include a laptop, mouse, earphones, and stylus that are intuitive and geared towards children. All tech comes pre-loaded with software (Zoom/Adobe) as well as parental controls. The sets are preloaded with ‘things’ that align with the Highlight brand for a cohesive product.

Mission Focus: The Highlight Your World line of art supplies reinforces our mission of developing creative content and experiences for children to cultivate their passion for learning by providing a method in which to produce artwork in a meaningful and accessible way. This underscores our commitment to providing a means of fostering creativity by providing materials that children can use to express themselves through art and the process of creating. Similar to: MoMA Kids, Crate Kids (Land of Nod), Ooly Differentiators: The art supply line created for Highlights would be more accessible to the mid-range market both in price point, and physically. The supplies would be well designed and the colors would be well curated.

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Mission Focus: The Highlight Tech line of packages reinforces our mission of creating educational content and experiences for children to cultivate their passion for learning by providing a method in which to interact with the virtual learning world around them in a better designed and intuitive way. This underscores our commitment to providing a means of facilitating a way for kids to cultivate a life-long passion in creativity and learning. Similar to: Apple, Kindle Differentiators: The Highlights brand tech packages would be more cost effective than Apple. The overall brand package would be as streamlined as Apple products, albeit primarily kid-focused.


PRODUCT 3

SERVICE 1

  PROD3

   SERV1

HIGHLIGHT'S BABY

HIGHLIGHT YOU

Highlights will produce and sell a line of well designed, STEM-oriented baby gear, including toys, diaper bags, teethers, and alphabet cards to name a few.

The art produced in the brick and morter store could be juried and exhibited in a gallery setting. This could provide confidence and a resume bullet for older kids.

Mission Focus: The Highlight's Baby line of baby gear reinforces our mission of creating educational content and experiences for children to cultivate their passion for learning by providing well designed STEM-focused gear to stimulate their burgeoning minds. This underscores our commitment to providing a means of fostering creativity and education by providing materials that babies can use to grow and learn. Similar to: MoMA Kids, Crate Kids (Land of Nod), Pottery Barn Kids Differentiators: The baby gear line created for Highlights would be more accessible to the mid-range market both in price point, and physically. The supplies would be well designed and the colors would be well curated.

Mission Focus: The Highlight You kid’s art gallery reinforces our mission of developing creative content and experiences for children to cultivate their passion for learning by providing a method in which to produce artwork in a meaningful and accessible way. This underscores our commitment to providing a means of fostering creativity by providing a place that kids can create work in a goal-oriented manner that may or may not motivate some children. They could develop experience in the submission process and business aspect of art-making. Similar to: Smithsonian Learning Lab Differentiators: The work created at and for Highlight You would be exhibited in person, as well as virtually. Kids would participate in the actual hanging and business end of exhibiting to learn about museum culture.

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SERVICE 2

SERVICE 3

   SERV2

   SERV3

HIGHLIGHT DESIGN KIDS

HIGHLIGHT'S BIRTHDAYS

Highlights could host a For Kids By Kids design service for kids that can create a safe sub-site on and extension of the Highlights website, where they can help to style other kids’ rooms/clothing/hair etc.

Highlights will host birthday parties for kids with a wide array of themes to choose from, geared toward the arts, with an educational bent.

Mission Focus: The Highlight Design Kids service reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: StitchFix Kids, Kidpik Differentiators: This service would be FOR kids BY kids, with an emphasis on the BY kids portion. Kids would create a profile in which to evaluate other kids' styling/clothing/hair photos that they have uploaded.

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Mission Focus: The Highlight's Birthdays service reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Imaginarium, Bowie Silver Star Gymnastics, Sweet Frog Differentiators: This service would be geared more towards the educational and creative bent in terms of venue and programming.


ENVIRONMENT 1

ENVIRONMENT 2

  ENV1

   ENV2

HIGHLIGHT YOUR ENVIRONMENT

HIGHLIGHTS

Highlights will host field trips and good steward programs, where kids and their caregivers join together to not only clean up the environment, but learn how to make the world a better place. Mission Focus: The Highlight Your Environment program reinforces our mission of creating engaging and educational content and experiences for children to cultivate their passion for learning by providing a method in which to interact with like-minded and positive peers in a meaningful and accessible way. This underscores our commitment to creating engaging and educational experiences for children to cultivate their passion for learning. Similar to: Habitat for Humanity, Calvert County Stewards Differentiators: The Highlight Your Environment “club” or field trips would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic at hand.

Highlights needs a brick and morter home base. Stores could be in malls or strip malls, depending on a cost benefit analysis and researched data and metrics. Mission Focus: The Highlights brick and morter store reinforces our mission of creating engaging, educational, and creative content and experiences for children to cultivate their passion for learning by providing a physical space in which to access all of the rest of the programs listed. This underscores our commitment to providing a means of facili-tating a way for kids to cultivate their passion for learning. Similar to: Imaginarium, Playseum Differentiators: Highlights would be a more cohesive brand, versus a one-off playground or museum. The store would consolidate many of the services and programs that can be found elsewhere in one brand store.

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ENVIRONMENT 3

EXPERIENCE 1

   ENV3

  EXP1

HIGHLIGHT YOUR HOME

HIGHLIGHT'S ADVENTURES

Highlights will encourage and inspire clients and their children to purchase Highlights products and "recreate" the Highlights experience at home.

Highlights will host and manage a list serv with an Adventure Coordinator who coordinates experiences that are facilitated through the store.

Mission Focus: Highlight Your Home reinforces our mission of creating engaging content and experiences for children to cultivate their passion for creativity by providing inspiration and encouragement to foster even further creative development from home. This underscores our steadfast commitment for providing a means of fostering creativity by providing instruction and assistance in pursuing these goals.

Mission Focus: The Highlight’s Adventures reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers while learning about their environment. This underscores our commitment to providing a means of fostering engagement by providing a venue and/or social group with like-minded interests.

Similar to: Land of Nod, The National Building Museum

Similar to: Patagonia, Calvert Nature Society

Differentiators: Highlight Your Home would provide individualized assistance as well as the brand materials in one cohesive package.

Differentiators: The Highlight’s Adventures would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic.


EXPERIENCE 2

EXPERIENCE 3

  EXP2

  EXP3

HIGHLIGHT'S AR

HIGHLIGHT'S ADOPT A FAMILY

Highlights AR (Alternate Reality) will host and manage the virtual “hang out” with curated and safe eFriends that come with a subscription for interaction with a real person, and can be programmed with responses. Mission Focus: The Highlight’s AR reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Google Hangouts, Sims Differentiators: The Highlight’s Adventures would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic.

Highlights will host and facilitate community drives that select and sponsor underpriviledged families that do not have access to art supplies. HIghlights members will assist in coordinating, planning, and providing for those children. Mission Focus: The Highlight’s Adopt a Family reinforces our mission of creating engaging and educational content and experiences for children to cultivate their passion for learning by providing a way in which to engage with their peers in an educational method. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers and help other people in the community. Similar to: Church groups, Toys For Tots, Project Echo Differentiators: The Highlight’s Adopt A Family would be geared specifically for providing art supplies to underpriviledged children.

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EDUCATIONAL OPPORTUNITY 1

EDUCATIONAL OPPORTUNITY 2

   EDUC1

  EDUC2

HIGHLIGHT'S HOMESCHOOL DAYS

HIGHLIGHT'S LECTURE SERIES

Highlights will host special dates where homeschoolers and their caregivers convene to fill in their education gaps and form lasting bonds with like-minded peers.

Highlight’s Lecture Series is a curated group of lecturers that present in the Highlights store about awesome topics that tweens would be interested in, a currently underserved group in terms of social venues and events.

Mission Focus: The Highlight’s Homeschool Days reinforces our mission of creating engaging and educational content and experiences for children to cultivate their passion for learning by providing a method in which to interact with like-minded and positive peers in a meaningful and accessible way. This underscores our commitment to creating engaging and educational experiences for children to cultivate their passions. Similar to: Calvert Nature Society, Library groups, Mom groups Differentiators: The Highlight’s Homeschool Days would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic.

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Mission Focus: The Highlight’s Lecture Series reinforces our mission of creating engaging, educational, and creative content and experiences for children to cultivate their passion for learning by providing a physical space in which to access all of the rest of the programs listed. This underscores our commitment to providing a means of facilitating a way for kids to cultivate their passion for learning. Similar to: Library programs, Kennedy Center, Freer/Sackler Gallery Differentiators: The Highlight’s Lecture Series would be an extension of the greater brand package that kids are already involved with. This would link to Events that elucidate on the topic.


EDUCATIONAL OPPORTUNITY 3

EVENT 1

   EDUC3

  EVENT1

HIGHLIGHT'S KITCHEN

HIGHLIGHT'S HAPPENINGS

Highlights will host cooking events that are educational in nature. Kids will learn about different cultures' cuisine as well as where their food comes from.

Highlight's store and events will be a place for caregivers and grandparents to meet up for social events, whilst spending time with their little ones.

Mission Focus: The Highlight's Kitchen reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a plat-form in which kids can interact with their peers in an educational and creative way. Similar to: Whole Foods, No Thyme To Cook Differentiators: This service would be geared towards children specifically and would focus heavily on the pedogical aspect of cooking.

Mission Focus: Highlight’s Happenings reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers while learning about their environment. This underscores our commitment to providing a means of fostering engagement by providing a venue and/or social group with like-minded interests. Similar to: The Library, School events Differentiators: Highlight’s Happenings would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic at hand.

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EVENT 2

EVENT 3

   EVENT2

   EVENT3

HIGHLIGHT'S HISTORY

HIGHLIGHT'S MONEY

Highlight's History is a series of reenactments focusing on recent history. Children will reenact and learn about poignant recent historical events such as MLK and Climate Change. Artwork, poetry, clothing, etc will focus around what was happening in the world and/ or country at the time of the event, and the opportunity will be utilized as a creative and teaching moment.

Highlight's Money is an event, geared toward older children, that focuses on financial literacy. The tenure of the event will be educational in nature with a currency craft to follow.

Mission Focus: The Highlight’s History events reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Smithsonian Discovery Theater, Civil War reenactment groups Differentiators: The Highlight’s Adventures would be an extension of the greater Highlights brand package. This would link to Events and Lecture Series that elucidate on the topic. 45

Mission Focus: The Highlight’s Money events reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Navy Federal Credit Union events, Planet Money virtual events Differentiators: The Highlight’s Money event would be in-person, with a heavy focus on the pedogicial aspect of currency, with a craft to engage creativity at the end.


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Highlight’s brick and morter stores could be a place that children could try out different types of art supplies prior to purchasing.

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ď Ź ď Ź PROD1

1 of 9

HIGHLIGHT YOUR WORLD Highlights will produce and sell a line of art supplies with a "different and outside-of-the-box" point of view that are made with premium pigments and ingredients, but are still geared towards children. Mission Focus: The Highlight Your World line of art supplies reinforces our mission of developing creative content and experiences for children to cultivate their passion for learning by providing a method in which to produce artwork in a meaningful and accessible way. This underscores our commitment to providing a means of fostering creativity by providing materials that children can use to express themselves through art and the process of creating. Similar to: MoMA Kids, Crate Kids (Land of Nod), Ooly Differentiators: The art supply line created for Highlights would be more accessible to the mid-range market both in price point, and physically. The supplies would be well designed and the colors would be well curated.

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With Highlight’s brand art supplies at their fingertips, grown-ups can easily provide anything their child(ren) may need at one of the events or experiences.

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Children can gather with old friends or make new friends while trying out the Highlights brand art supplies in the store.

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This is a mockup of what a plausible Highlights brand shopping bag may look like.

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   ENV2

2 of 9

HIGHLIGHTS Highlights needs a brick and morter home base. Stores could be in malls or strip malls, depending on a cost benefit analysis and researched data and metrics. Mission Focus: The Highlights brick and morter store reinforces our mission of creating engaging, educational, and creative content and experiences for children to cultivate their passion for learning by providing a physical space in which to access all of the rest of the programs listed. This underscores our commitment to providing a means of facilitating a way for kids to cultivate their passion for learning and creating. Similar to: Imaginarium, Playseum Differentiators: Highlights would be a more cohesive brand, versus a one-off playground or museum. The store would consolidate many of the services and programs that can be found elsewhere in one brand store.

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Highlights comes to a mall near you! All of the fun events and experiences need a home base, which will likely be in shopping centers.

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The Highlights store serves as a place for events that grandparents and caregivers can socialize while spending time with their little ones.

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Pictured is an example of one type of work that may show in the Highlights You gallery exhibition.

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   SERV1

3 of 9

HIGHLIGHT YOU The work produced in the brick and morter store could be juried and exhibited in a gallery setting. This could provide confidence and a resume bullet for older kids. Mission Focus: The Highlight You kid’s art gallery reinforces our mission of developing creative content and experi-ences for children to cultivate their passion for learning by providing a method in which to produce artwork in a meaningful and accessible way. This underscores our commitment to pro- viding a means of fostering creativity by providing a place that kids can create work in a goaloriented manner that may or may not motivate some children. They could develop experience in the sub- mission process and business aspect of art-making. Similar to: Smithsonian Learning Lab Differentiators: The work created at and for Highlight You would be exhibited in person, as well as virtually. Kids would participate in the actual hanging and business end of exhibiting to learn about museum culture.

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Highlights You will give children a venue to display their artwork. They will assist in hanging the work to learn about museum studies and the business of art making.

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The Highlights You art gallery serves as a place for kids to exhibit their artwork in a professional way. 63


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Highlight’s would be the ideal and natural place to host a birthday party, particularly for kids that love to be creative.

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   SERV3

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HIGHLIGHT'S BIRTHDAYS Highlights could host birthday parties for kids with a wide array of themes to choose from, geared toward the creative and educational. Mission Focus: The Highlight's Birthdays service reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Imaginarium, Bowie Silver Star Gymnastics, Sweet Frog

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Kids getting their hands messy while working on a birthday craft at a Highlights birthday party.

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Children celebrating with their friends at Highlights.

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One of Highlights' core values is to leave the world a better place than they found it. By helping those in need, this can be attainable.

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  EXP3

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HIGHLIGHT'S ADOPT A FAMILY Highlights will host and facilitate community drives that select and sponsor underpriviledged families that do not have access to art supplies. HIghlights members will assist in coordinating, planning, and providing for those children. Mission Focus: The Highlight’s Adopt a Family reinforces our mission of creating engaging and educational content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in an educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers and help other people. Similar to: Church groups, Toys For Tots, Project Echo Differentiators: The Highlight’s Adopt A Family would be geared specifically for providing art supplies to underpriviledged children.

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A friendship develops between two children during a Highlight's Adopt A Family program event.

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Highlight's volunteers helping to pack bags of donated art supplies for underpriviledged children and families.

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This photo represents art projects that children may be involved with such as researching and responding to climate change.

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   EVENT2

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HIGHLIGHT'S HISTORY Highlight's History is a series of reenactments focusing on recent history. Children will reenact and learn about poignant recent historical events such as MLK and Climate Change. Artwork, poetry, clothing, etc will focus around what was happening in the world and/or country at the time of the event, and the opportunity will be utilized as a creative and teaching moment. Mission Focus: The Highlight’s History events reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a platform in which kids can interact with their peers in a safe and creative way. Similar to: Smithsonian Discovery Theater, Civil War reenactment groups Differentiators: The Highlight’s Adventures would be an extension of the greater Highlights brand package. This would link to Events and Lecture Series that elucidate on the topic.

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Two friends create costumes and prepare for a play.

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Highlight's History participants practice for a reenactment.

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This is a simple and fun sensory toy for the kiddos that the Highlight's Baby line would carry.

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ď Ź ď Ź PROD3

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HIGHLIGHT'S BABY Highlights will produce and sell a line of well designed, STEMoriented baby gear, including toys, diaper bags, teethers, and alphabet cards to name a few. Mission Focus: The Highlight's Baby line of baby gear reinforces our mission of creating educational content and experiences for children to cultivate their passion for learning by providing well designed STEM-focused gear to stimulate their burgeoning minds. This underscores our commitment to providing a means of fostering creativity and education by providing materials that babies can use to grow and learn. Similar to: MoMA Kids, Crate Kids (Land of Nod), Pottery Barn Kids Differentiators: The baby gear line created for Highlights would be more accessible to the mid-range market both in price point, and physically. The supplies would be well designed and the colors would be well curated.

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Right: Little ones enjoying Highlight's STEM toys. Following page: Highlight's Baby is a 100% organic, well-designed range of baby products designed to allow you to relax and enjoy life with your baby.

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Kids hiking in one of Highlights' Adventure's experiences.

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  EXP1

HIGHLIGHT'S ADVENTURES Highlights will host and manage a list serv with an Adventure Coordinator who coordinates experiences that are facilitated through the store. Mission Focus: The Highlight’s Adven-tures reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers while learning about their environment. This underscores our commitment to providing a means of fostering engagement by providing a venue with like-minded interests. Similar to: Patagonia, Calvert Nature Society Differentiators: The Highlight’s Adventures would be an extension of the greater brand package that kids are already involved with. This would link to Events and Lecture Series that elucidate on the topic.

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A group of kids get outside and experience nature with their Highlight's Adventure group.

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Teens having the time of their lives outside, without screens in a Highlight's Adventure.

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An example of an Italian cookie that was made in one of our Highlight's Kitchen educational events.

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   EDUC3

HIGHLIGHT'S KITCHEN Highlights will host cooking events that are educational in nature. Kids will learn about different cultures' cuisine as well as where their food comes from. Mission Focus: The Highlight's Kitchen reinforces our mission of creating engaging content and experiences for children to cultivate their passion for learning by providing a method in which to engage with their peers in a creative and educational way. This underscores our commitment to providing a means of fostering creativity and engagement by providing a plat-form in which kids can interact with their peers in an educational and creative way. Similar to: Whole Foods, No Thyme To Cook Differentiators: This service would be geared towards children specifically and would focus heavily on the pedogical aspect of cooking and following recipes.

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A family learns about food from other cultures while bonding and having fun.

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Kids having a blast learning how to make sauerbraten.

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5 HIGHLIGHTS' NEW WEBSITE The following spread contains screen shots from the newly rebranded Highlights website. "Student Project" is explicitly written in bold lettering multiple places on the home page and the url is generic. www.cultivatingchildrenspassions.com/home/

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WEBSITE HOME > EXTENSIONS Highlight's rebranded website begins with a welcome and three Future Extention/Expansion "buckets" that the user can select, Creative, Educational, and Engaging, which all lead to their own sub-pages with descriptions. The button in the footer labeled "Rebranding Project" takes you to the three book's of student work content.

Flow: Home > Creative > Choice of all the extensions that fall into the Creative category, which leads to each extensions' individual page. Home > Educational > Choice of all the extensions that fall into the Educational category, which leads to each extensions' individual page. Home > Engaging > Choice of all the extensions that fall into the Engaging category, which leads to each extensions' individual page.

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