Branding Case Study
NOVEMBER 2021 | © OLIVIA NEGLEY
Butterfly ca
On a very warm, sunny Monday morning I was
class. Then, suddenly, a butterfly came to me. He
me for a second and made his way back out into nature. What a prominent sign! Butterflies. They grow, transform, they’re not always the same creature. Just like humans in a way.
The butterfly symbol is repeated throughout the brand as a graphic support element, and to remind viewers of the transformation we all must face in order to fly.
...
flew to me right in front of my face, looked at
me
sitting in the parking lot at school, very early to
o
me t
MESSAGE FROM CREATOR This project helped me heal and cleansed my soul in a way I did not think was possible. Survivors of sexual violence can stay silent for years, some may never speak out. Yes, they want to survive. They do yoga, meditation, or growing plants. They eat a lot of chocolate or ice cream. Each person must find the strength within themselves; even though sometimes it feels like hope is lost. There are many resources available for support. Sexual violence is not an easy experience to overcome. Finding support is how surivivors prevail. The main purpose of this brand is to reach out to someone who is struggling and needs hope to move forward. The truth is that the experience will never be erased from their mind. What matters most is how much they fight to regain their mental health, and how much we can help them purify their wound. to win their battle.
This branding project is dedicated to those champions who help survivors and courageous fighters heal and share their voice. I am sending my butterfly to you.
table of contents 01 Introduction
02 Research
03 Logo
04 Logo s n o i t c i r t s e R
05 Brand Color
06 y h p a r g o p Ty
07 Stationary
08 Deliver
ables
01 Who we donate to Who are we What do we provide Our mission Positioning statement Why do we exist Why should people care Our vision Brand voice
Introduction
LIV DONATION DOLLARS Our profit is donated to SAHC with a majority of each t-shirt’s cost going directly to the organization. The donation dollars pay for hospital expenditures including cost involved with obtaining hospital rape kits. A portion of the funds will also be dedicated to assist survivors with additional financial obligations. The remaining portion of our donation will help support programs that raise awareness about sexual violence. It is critical that SAHC engages the community through events and activities in order to raise awareness and prevention.
WHO WE SUPPORT We donate to SAHC, Upper Ohio Valley Sexual Assault Help Center, Inc. They provide free, confidential services to victims of sexual violence and their loved ones. They offer support groups, such as crisis intervention services, which provide 24-hour support, advocacy, crisis intervention, and other resources. They provide referrals to anyone affected by sexual violence and offer support specialists for hospitals in the area. Supportive & professional counselling is completely free of charge to anyone who has been affected by sexual violence. SAHC has five full time advocates and two part time therapists. Group support is available to women, children/preteens, teens, young adults, and parents of survivors. Prevention education specialists bring community engagement to the center by having events and activities with the community.
WHO ARE WE? We are advocates; we are supporters; we are voices; we are strength; we are caregivers. Our goal is to fund services provided by SAHC, which in turn helps individuals affected by sexual violence. We educate communities about the existence of sexual violence and raise awareness about how to get help if it occurs. As a reaction to sexual violence, we encourage positive mindsets to remind survivors that they are more than simply a number. Our line of t-shirts promote a positive approach, not only for survivors, but also for those who surround and support them, such as friends and family. The profits from these shirts provide financial support to SAHC, as well as acting as a symbol calling for the end of sexual violence, and a unified voice for all survivors.
HOW WE SUPPORT: The two main services we fund and encourage from the SAHC are Crisis Intervention and Supportive Professional Counseling. Crisis Intervention is a 24-hour hotline, available seven days a week, 365 days a year. SAHC provides in-person crisis intervention and accompaniment to forensic medical exam and law enforcement agencies. They also have TTY equipment, interpreters, and bilingual services, which makes SAHC extremely accessible. Liv also encourages SAHC’s compassionate and supportive counseling services. They provide the right to respectful and confidential care. SAHC is committed to protecting a client’s safety and privacy by being completely inclusive. They provide free counseling for survivors of sexual assault, sexual harassment, sexual abuse, and stalking.
OUR MISSION
“Designed to increase awareness about sexual violence. Liv exists to raise funds so we can make an impact for survivors.”
POSITIONING STATEMENT
“Liv focuses on funding organizations that support survivors of sexual violence. The brand also provides a unified identity as a means of expression for survivors and advocates.”
WHY DO WE EXIST We exist to bring awareness to sexual violence, support survivors and be a voice for change. Our hope is to continue our work and put an end to sexual violence. Liv is sending a message that sexual violence has no place in our communities. It is time to change the culture and take action.
This design was a tattoo Lady Gaga had gotten during a rehearsal at the Academy Awards back in 2016 along with 50 sexual assault survivors. During the show she was joined by all the survivors on stage. After this, a lot of people had gotten this tattoo. The design is called the fire rose unity tattoo. Fire to give people power and strength everywhere they go. Rose to breathe life. Unity to unite all survivors.
WHY SHOULD PEOPLE CARE The brand is centred around supporting anyone that gives us that opportunity. There are so many people all around the world that experience sexual violence. Being able to stand behind SAHC is incredibly important for us. We stand behind every survivor and their families. We want to see every person have support and eventually be able to use their voice and be strong.
OUR VISION
Our vision for the future is to reach thousands of people that want to bring awareness and prevention to sexual violence. We look to expand our business worldwide and keep on donating to as many non-profits as possible. We want to help thousands of people feel strong and educated.
BRAND
H EA L I N G INSPIRATIONAL
PHILANTHRO P
IC
VOICE
WARMHEARTED
ST RO N G P M E
G N I R E OW
02 Interview Competition Personas
Research
MEETING WITH SAHC After interviewing Ashley Carpenter, the executive director of SAHC. I gained so much knowledge into not only who they are, but about so much more. Here is a summed up version of information about SAHC in Wheeling, WV.
HISTORY SAHC was founded in 1978, they started as a one man show. They were located at OVMC, during that time they grew so much, they had hotlines, volunteers, etc. They have since have moved to their own building. SAHC now have three offices that reach five counties in West Virginia. They have always helped whoever comes in, does not matter what state an individual is from.
WHAT THEY DO When a sexual assault case comes into the a hospital, they go and sit with that person until the process is over. This can be a four to six hour thing. They go and talk survivors through it, calm them, and discuss next steps. SAHC serves five different hospitals. Other than that they have therapists there that are extremely knowledgeable and able to help. Survivors can keep in touch and come back as long as they need. There is no time limit on a persons healing.
THEIR PILOT PROJECT Many times when sexual violence happens, survivors want protection orders. This involves going to court and being in the same facility as the perpetrator. A lot of times, the survivor will now show up out of fear. SAHC has a pilot project happening right now, it is a very high tech computer that survivors are able to use to video call into the court hearing to achieve these protection orders easier and comfortably.
BRANDS
Wholesome culture is an online website that has a variety of shopping categories to purchase from. There are multiple sections people can buy clothing from, and depending on the section, they donate 10% to a cause. The quality of their products is high, the designs are simple. Wholesome culture has a review section that is available for customers to look through, there isn’t an option for uploading photos of the product. Some consumers won’t care but it is nice to have that option to see how the product looks on other customers. Their business is an online store, they advertise through social media, and have an email list customers can be added to.
LIKE OURS
Only Human is an online clothing company that was established in 2016. They design apparel, hats, stickers, etc. that starts conversations about different causes. They donate 10% of their profits to different campaigns every month. On their website they note that over $100k+ has been donated to non-profits. Only Human has many different organizations that you can donate to. They have a review section that provides photos of products that customers have purchased. The design of the website is plain and simple, exactly the way their t shirts are made as well. Only Human is a fully online store. They gain customers through Facebook, other social media platforms and word of mouth.
PERSONAS
MOTIVATIONS
Family Supporting people Being a cat mom God Shopping small buisn esses
LIKES
Brenda Scholl
AGE: 58 LOCATION: Cranberry , PA PROFESSION: HR Di rector MARITAL STATUS: SIN GLE
Online shopping Simplicity Truthfulness Small buisnesses Flowers
Youthful
Classic Approachable Refined
BEHAVIORS
Works 9-5 all week Dancing every week end Gardening Listening to music
DISLIKES
Emails Getting hacked Shopping in store Hard navigation Slow websites
Established Contemportary Elite Strong
MOTIVATIONS iends and family
Fr Djing God Shopping ing Constantly grow
LIKES
e Shopping onlin e lin on s Review Convivence Realness Quality
BEHAVIORS
week Works 6 days a n te Sees friends of Designing. ic Finding new mus Making remixes
DISLIKES
Big companies t a product Not seeing wha looks like Boring designs ice tags Big pointless pr
Devante Brown AGE: 26 LING, WV LOCATION: WHEE PROFESSION: DJ : SINGLE MARITAL STATUS
Industrial Classic Simple Friendly
Natural Contemportary Complex Authoritative
03 Mood Board Logo Sketches Digital Sketches Final Logo Logo Variation
Logo
MOOD
BOARD
LOGO DEVELOPMENT
LOGO DEVELOPMENT
FINAL LOGO
04
Logo Sizing Logo Restrictions
Logo Restrictions
LOGO SIZING
CORRECT LOGOS
INCORRECT LOGOS
05
Logo Colors Brand Colors
Color Palette
LOGO COLORS TEAL
Individuality Renewal Calming RGB: 66/145/149
CMYK: 74/27/40/2
COLOR #: 429195
CREAM Reliable Timeless Humility
RGB: 234/225/217
CMYK: 7/9/12/0
COLOR #: EAE1D9
YELLOW Optimism Intellect Creative
RGB: 226/158/55
CMYK: 11/41/91/0
COLOR #: E29E37
BLUE Trust Loyalty Calm
RGB: 37/94/113
CMYK: 87/53/42/19
COLOR #: 255E71
RED
Strength Energy Passion RGB: 173/71/30
CMYK: 23/82/100/14
COLOR #: AD471E
BRAND COLORS
Typogr
ORANGE Emotion Adventure Energetic
RGB: 174/106/42
CMYK: 26/62/99/12
COLOR #: AE6A2A
TAN
Comfort Security Earthliness RGB: 184/152/119 CMYK: 28/38/56/2
COLOR #: B89877
GREY
Complexity Wisdom Dignified RGB: 147/149/152 CMYK: 45/36/35/1
COLOR #: 939598
BLACK
Power Strength Sophistication RGB: 0/0/0
CMYK: 75/68/67/90
COLOR #: 000000
PINK
Vibrant Refreshing Euphoric RGB: 216/140/87
CMYK: 13/51/73/1
COLOR #: D88C57
06
Primary Fonts
Typography
FONTS
Autography ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Pt Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ a b cd e f g h i j kl m n o p q r s t uvwxyz
Pt Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Pt Serif Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Logo Font Body Font Heading Font Specilty Font
07
Stationery Set
Stationery
STATIONERY SET
08
Application Website Clothing
Deliverables
APPLICATION
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NOVEMBER 2020 | © OLIVIA NEGLEY