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PROJECT BOOK


Introduction Girls Inc. is a non-profit at risk youth foundation that began in New England as Girls Club of America, after awhile the organization transformed in 1945 as Girls Inc. Recent studies show at risk youth face more serious risk then any other generation today. Girls Inc. is here to help stop the inevitable and help young girls that are being pressured to do things that can effect there future, about who they are, and what they want to be.


1.0 1.2 1.3 1.4 1.5

Research

Abstract Research Demographics Swot Analysis Brand Brief

2.0 2.2 2.3 2.4 2.5

Process

Setting the mood MoodBoard Direction Print Media Concept Website Concept Logo Concept

Table Of Contents Style Guide 3.0 3.2 3.3 3.4 3.5 3.6

The Logo Logo Specifications Logo Standards Usage/ Fonts Images/ Texture Splash of Color

Conclusion 4.0 Print 4.2 Social Media 4.3 Web/ Mobile Apps


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RESE


1.0

EARCH


t c a r t s b A


Rebranding is a significant process for new and old businesses, as it helps company’s to be seen in a different prospective by their clients. This study examines the rebranding of Girls Inc. and portrayal of positive effects, consumer relations, ideas and solutions for this non-profit organization. With the rebranding of their identity in 1945, Girls Inc. has represented young women across America for many years. Within this research paper there are three areas that will be discussed in the rebranding process of Girls Inc., expressing the impact of the Girls Inc. Media Literacy program, details on all up and coming

projects and details regarding relevant changes. Each day young girls are being pressured to do things that can effect their future, such as who they are and what they want to be.Girls Inc. helps take the pressure off of them and give them a clear mind frame. This foundation makes you see a better future for your teen and show them another side to life then just being told what to do, and how to think. By rebranding the organization it will set them apart from the competition and give Girls Inc. a louder voice so that they can be recognized by more individuals then just their usual audience.

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GIRLS INC.

Researching and Defening Client Needs This program is important because its focuses on at risk girls, in low-income areas. Girls Inc. encourages girls to stay in school, and motivate them to reach for the stars even when people tell them different.

G irls Inc. is a motivational

young girls across America, PR Newswire states: “The network of local Girls Inc. nonprofit organizations serves 136,000 girls ages 6-18 annually at over 1,400 sites in 350 cities across the United States” (PR Newswire,

fight off peer pressure, media, and stress. Operation SMART program that offers life changdevelops their skills in science, ing programs to help young technology, engineering, and women of America navigate mathematics. “The results of a through “gender, economic, 5-year study show that Teachand social barriers.” (Girls Inc., ingSMART significantly in2013). The programs they recreased the content ceive while at Girls knowledge and Inc. are researched problem-solving based and are “By targeting there weakness, skills of students in trained by profesGrades’ 3-5 science improving their strengths, and sionals, the reclasses (Science Acsearch-based protaking all oppourtnities will help tivities. Spring99). grams allows the One of the most Girls Inc.” young women of recognizable proAmerica to become grams they offer is more equipped March 20). Girls Inc. offers procalled STEM (Science, technolofor their environment. Girls grams that are based off grade gy, engineering and mathematInc. major programs are math, level to help better suite their ics). Leadership and Community science, pregnancy prevenage. In Economic Literacy, they Action helps builds their leadertion, violence prevention, and learn how to manage finances, ship skills and provide support economic literacy. Girls Inc. invest and save money. Friendly to the community. Media Literhas been serving thousands of PEERsuasion is to help the girl’s acy increases the awareness of

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how the media affects young girls; those are just few programs they offer. According to Philanthropedia, Girls Inc. has done a very good job in serving at risk girls from low-income families, and supporting their development. This foundation has committed themselves to the young girls of America by doing extensive research and making sure their programs are at its best for the children. Girls Inc. has areas that need improvement, to keep the money flowing and the girls participating in the organization. By targeting their weakness, improving their strengths, and taking all opportunities will help Girls Inc. for the better and stay ahead of the competition. Over the past 20 years Lilly Endowment has giving Girls Inc. over $12 million dollars, for the new up and coming project she has awarded Girls Inc. $6.3 million dollars and is still moving forward in a better and new direction, to go along with the programs they have already started. The Lilly Endowment grant will fund up to three new projects for long term. Increase in Girls Inc. National Resource Center in Indianapolis where program development, training, and research will be taking place. Enhancing the

information technology system to explore online delivery of the programs enhancing day-to-day operations, and Infrastructural growth supporting Girls Inc. national operations. “The infrastructure component is especially important to Girls Inc.” says Roche, “because it’s difficult to get funding for those things, even though they are so essential. Girls Inc. has experienced. Girls Inc. has been providing a service to the girls across America for many years now, by providing programs that encourage all girls to be “Strong, Smart, and Bold”(Girls Inc., 2013). Through out the years they have been positive advocates and leaders to the girls, by rebranding the foundation with inspired and modern ideas it will reach more at risk girls in America. Advertising can be pushed to impact more troubled youth and bring in more revenue from donors, it will also bring in more sponsors, volunteers, parents, and the most importantly is at risk girls.

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Media Literacy increases Magazines, billboards, and advertisements surround today’s society. Sexy provocative models and bubbly girls are brainwashing today’s youth making them think this is what women really look like. Through programs like Girls Inc. Media Literacy “Girls increase their awareness of the scope and power of the media and the effects of media messages on girls and women. They learn to analyze what they see and hear in the media and advocate for change in entertainment, news, and advertising. As girls create media that are more realistic and reflective of their lives, they learn about careers and the positive use of media”(Media Literacy, 2013). The image that the media portrays is women that are thin and have flawless skin, by doing this its effects young women self-esteem issues. Because the media has such a big impact on teens, advertising how the Media Literacy program actually helps them to discover who they are, and what they can become by just being there self will have a big impact. Girls Inc. is the only foundation that caters to the needs of the young girls in America, by targeting girls in high substance abuse areas. The foundation serves girls between the ages of 6-18. This helps differentiate them from the

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competitors because they cater only to girls and has not changed that structure since the day it was founded. The target audience is at risk girls, volunteers, families, single parents, school administration, corporate, current donors and potential donors. Current donors typically feel that Girls Inc. is a big influence on the community and the girls they serve. School administrators and families feel that Girls Inc. is a great pregnancy prevention program and a way to keep girls off the streets. Most girls that enter the program come from single parent homes with low income. This program is important because its focuses on at risk girls, in low-income areas. Girls Inc. encourages girls to stay in school, and motivate them to reach for the stars even when people tell them different. Girls Inc. has made a significant difference in these young girls lives, that’s what makes this project so unique and special. The foundation needs to be rebranded to more modern times to stay ahead of the competition so that they can become more relevant in current issues. The multimedia campaign will help advertise Girls Inc. in a modern society, the goal of the project is to spread Girls Inc. message, improve the identity, and increase

awareness of the brand. Coming up with innovative and creative ideas to reach out to the target audience, will help create and establish a very strong presence of the brand. Rebranding Girls Inc. with the purposed strategies will help the foundation get ahead of the completion and stay up to date with the latest trends. The main target audience for this foundation is girls between the ages of 6-18; followed by low-income families, schools, volunteers, sponsors, and donors. Because of the modern times everything is technology savvy, technology is the present world and it affects the lives of teen’s daily. Teenagers feel immense pressure to copy what they see on T.V, ads and posters. The goal is to not put them under pressure about being who they are not, but to let them be free and express themselves as the individuals they are. Girls Inc. multi-media campaign will use different strategies of media platforms to reach out to the target audience. The media platforms that will be used are web, print, mobile apps, newsletters and social sites. Girls Inc. website is made for young girls to access tools and the information to become more of a leader, and its made for girls who wants to share their personal stories. The website needs


a face lift to match the modern times, people make quick and hash judgment calls off the first page of the website, so you must “WOW” the consumers with a new and up to date look “By making outstanding first impression with a crisp, clean, professional look the user gets a sense of trust from the company behind the site.”(D ring /2013) For print it will consist of flyers, posters, banners, billboards, design for t-shirts, brochures, inserts in newspapers, magazines, and signage. The

most by young girls and also finding sites that are geared toward low-income families, sponsors, donors, and volunteers. Color schemes can be your worst enemy or your best friend, “Color is a sensation that is transmitted to the brain; this creates an effect on our body and especially on our own psychological attitude” (Sarah | 24 Feb 2010). Colors are a visual experience that helps engage the viewer eyes; the human brain will either reject the information or receive it. The brain rejects

“Girls Inc. multi-media campaign will use different strategies of media platforms to reach out to the target audience” Girls Inc.”roving technological advancements that we have today are becoming more advanced, due to high resolution and quality of advertisements. Motion graphics are not just for T.V. but the Internet as well; Girls Inc. will need to update their motion graphics, which will consist of commercials, motion banners, and info graphics. Because most teens are on social websites it would be healthy to promote Girls Inc. on to those websites, the sites that the designs would be on are targeted

what is can’t organize or understand, so the task is to present a reasonable structure. Girls Inc. has used the same color scheme for many years now, by taking that scheme and turn it into something more modern and visually interesting would help Girls Inc. deliver a visual interest to potential and current girls. Girls Inc. needs colors to evoke the mind, body, and soul of the girls, volunteers, donors, sponsors, and families. They need colors that will make

you happy, and warm but also make you want to make a difference in the world. The object is not to be bland, under stimulating or extremely complex. But to give the reader a visual experience that would stimulate the mind and pleasing to the eye. portant to Girls Inc.” says Roche, “because it’s difficult to get funding for those things, even though they are so essential. Girls Inc. has experienced. Girls Inc. has been providing a service to the girls across America for many years now, by providing programs that encourage all girls to be “Strong, Smart, and Bold”(Girls Inc., 2013). Through out the years they have been positive advocates and leaders to the girls, by rebranding the foundation with inspired and modern ideas it will reach more at risk girls in America. Advertising can be pushed to impact more troubled youth and bring in more revenue from donors, it will also bring in more sponsors, volunteers, parents, and the most importantly at risk girls.

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Demographics The Primary target audience is at risk girl between the ages of 6-18 follow by their secondary target audience volunteers, families, single parents, school administration, corporate, current donors and potential donors. Current donors typically feel that Girls Inc. has a big influence on the community and the girls they serve in that area. School administrators and families feel that Girls Inc. is a great pregnancy prevention program and a way to keep girls off the streets, and their head in the books. Most girls who enter the program come from single parent homes with low income. This program is important because its focuses on at risk girls, in low-income areas, and substance abuse. Girls Inc. encourages girls to stay in school, and motivate them to reach for the stars even when people tell them different. The audience will be interested because it gets young women of America off the streets and helps makes the community a safer place. The benefit of this program is focused on encouraging girls to stay in school and motivating them to reach for success.

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Swot Analysis

Strength

Weaknesses

Progressive brand

Lack of awareness

Dedicated staff

Lack of fundraising

Strong national/ local relationship

Programs needs updating

Provides effective differentiation

Lack of advertising

Financially stable Educational programs

Opportunities Partnership that result in funding Positive effect on girls worldwide Opportunity to expand Partnership with women leaders Highlight the programs of Girls Inc.

SW O T

Threats Economic impact Client relations Declining Donations

Competitors including girl services Programs


Brand Brief Positioning and Value Proposition Girls Inc. Inspires all girls to be strong, smart & bold. Girls Inc. programs focuses and builds on career ,life planning, health, sexuality, leadership, community action, sports, adventure, self reliance, life skills, culture, and heritage. Through researched, and advocacy programs Girls Inc. will empower all girls to be independent women. Competitive Advantage Girls Inc.’s signature programs have desired outcomes specific to the topics they cover like: Girls Inc. Economic Literacy, Girls Inc, Friendly PEERsuation, Girls Inc. Media Literacy, Girls Inc. Operation Smart, Girls Inc. Project BOLD, Girls Inc. Leadership Action, and Girls Inc. Sporting Chance. The mission of Girls Inc. is to inspire all girls to be Strong, Smart and bold. Girls Inc. commitment to help young girls between the ages of 6-18 through guided programs that will help change their lives. Girls Inc. is dedicated in helping make a change in their future. They provide learning and opportunities that is designed around career planning, and academics to help provide better futures for there-selves. The main target audience for this foundation is girls between the ages of 6-18; followed by low-income families, schools, volunteers, sponsors, and donors. Because of modern times everything is technology savvy, technology is the present world and it affects the lives of teen’s daily. Teenagers feel immense pressure to copy what they see on T.V, ads and posters. The goal is to not put them under pressure about being who they are, but to let them be free and express themselves as the individuals they are. Girls Inc. multi-media campaign will use different strategies of media platforms to reach out to their target audience. The media platforms that will be used are motion graphics, web, broadcasting, print and social sites. What differentiate Girls Inc. and their competitors is Girls Inc. is the only foundation that caters to the needs of the young women in America, by targeting girls in high substance abuse areas. The foundation serves girls between the ages of 6-18. The Core message: Girls Inc. inspires all girls to be strong, smart and bold. Theme: Giving Girls A Voice Tag Line: Smart. Strong. Bold

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2

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2.0

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Getting Moody Setting the mood for Girls Inc.

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Getting Mood y Final Direction

MOODBOARD Once all three moodboards were put together the look and feel began showing the daring, chic, and empowering side of Girls Inc. and the girls. What helps make this mood board idea different from it competitors is because its dedicated to all the girls in America. This board shows the daring, edgy, fun, and sporty characteristics of a girl. The board also relates to some of the programs Girls Inc. offer like “Girls Inc Sports” “Media Literacy”. The purpose of this mood board is to help reflect and define girls without a voice and threw Girls Inc. they will help them find there way. By using bright and deep colors I intend on marketing to both young girls of America sponsor, volunteers, and donors.


Mobile Apps Mobile apps are way for consumers to connect with the brand instantly, by making a mobile app for Girl Inc. It will help connect more on a personal level for target audiences to be able catch up on news and events without having to go there website.

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Social Media Using social media will help improve Girls Inc. brand because many people today uses the web to access online information including social media sites. Social media changes the way consumers interact and discover onine information, by using social sites your able to send a bigger message out to the world at one time then using print.

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Print Media

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Website Conepts

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The new website design will implement new and improved information on the campaign and to serve as a go to guide for the primary and secondary target audience to gain new and updated information on the brand, events, programs and to keep the audience updated on young girls that is achieving there goals.

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Logo Concepts

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The logo represents a sporty, classy, and young feel to help the brand be recognized in modern times. The concept of the logo is to spread a positive light on Girls Inc. brand and to reach out to the primary and secondary target audience.

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3

STYLE


3.0

E GUIDE


The Logo Girls Inc. logo is a symbol that provides consumers with brand recognition of the business and services that are offered to young girls. By keeping the message of the brand consistent it helps to increase the recognition of the brand.

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Logo Specifications

Logo Spacing The significance of the logo is to help the consumer and clients to identify the organization and illustrate the organization’s intended branding message in a way that words alone could not convey. Girls Inc. logo is used to convey the meaning of the program, the sizing of the logo plays a very important role when it comes to designing the logo. To keep the integrity of the Girls Inc. logo you must adhere to the logo specs, and establishing a clear space of a “M� around the logo.


Tagline/ Wordmark M

INC

M

Strong. Smart. Bold M

When using the logo it must have the letter “M’ distance from any other object that is used with in that design. The logo must have 150 pixels when being used so that the logo will keep consistency from page to page.

Wordmark

Symbol M

M

Strong. Smart. Bold

M

M

INC

M

G ir l s

M

M

M

G ir l s

Sticking to the Rules

M

M

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o g O L

s d r a d n a St Any substitute that is not a derivative work would fail to convey the meaning intended. Cannot use the same color background, stretched, tilted, or on busy backgrounds. By doing so it would tarnish or misrepresent the image, or would fail its purpose of identification of the brand.

The logo must be presented clearly so that consumers are able to understand the intendid look of the logo. When using the logo you must use the correct colors depending on the background that is being used and maintain required spacing around the logo.

G irl s

INC.

Girls

INC.


G ir l s

INC

Strong. Smart. Bold

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Logo Dont’s

When using the logo it must not be changed , the logo can not be used on busy backgrounds or backgrounds of the same color. The direction of the logo can not be changed added elements to the logo, pieces of the logo may not be taking away or streched out of proportion.

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Fonts

Typography is an important astetic when it comes to design, by choosing the right font it will allow you to put a face of the look that your going for. The fonts that will be used is to help the girls identify the brand something that they can relate to, the fonts is also chosen to go with the look and feel of the new theme. Which is helping girls find there way and to give them a voice

Luren Script

IMPACT FONT Georgia

Headline Font

Headline Font’s & Body Text

G i rl s

INC

Strong. Smart. Bold

Throw My Hands In The Air HELVETICA

Georgia

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Splash Of color

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CMYK b63b65 RGB 183 59 101 PANTONE 7636 C

CMYK d8677c RGB 216 103 124 PANTONE 702 C

CMYK e76072 RGB 231 96 114 PANTONE 710 C

CMYK e16185 RGB 225 97 132 PANTONE 7423 C

CMYK a36de1 RGB 163 109 225 PANTONE 263 C

CMYK f396a4 RGB 243 150 164 PANTONE 1765 C

CMYK ff97bc RGB 255 151 188 PANTONE 1895 C

CMYK eda29e RGB 237 162 158 PANTONE 503 C

The colors that were chosen for the brand are fun, girly, and sporty, and will attract girls between the ages of 6-18, The colors that are being presented are feminine colors that little girls and growing teenagers can relate to. Purple is one of the richest colors to work with and has an easy approach with other pastel color families like pink, orange, and white. The color schemes are soft tomes of lavender, pastel pink and orange. Purple has power affect on central nervous systems and represents the color of royalty. Pink is more of a girly color that helps specifically target young women; using pink will help create a softer and refreshing scheme. Using white helps balances out the purple within the layout, and orange is to help add some boldness to the theme.


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IMAGES & TEXTURE Girls Inc. is known for inspiring all girls to be strong, smart, and bold. With the rebranding of Girls Inc. the look and feel is empowering, chic, and daring. The imagery design style that is set for the new look is modern, chic, classy and empowering images to help demonstrate the feminine side of young girls and also showing how Girls Inc. makes a difference in these young women life, with the little girl sticking her tongue out it representing the bold, and daring side that she has now after joining a successful organization.


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SOLUT


T IONS


Print Promotions Print advertising is much different then any other form of media out there today, with print the audience has a longer time to look at the design and try to understand the concept, and to gain an emotion or feeling from the design. When creating print Girls Inc. audience will be engaged be able to relate to the design. The print has to be personal so that it feels relatable and to keep their attention. With print we will be using billboards, magazines, newsletters, posters, brochures, t-shirts, and many other promotional items to help spread the message of Girls Inc. The newsletters could be used to pass around schools and other events as well as buttons, to help put Girls Inc. name back on the market.

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NEWSLETTER

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Social Media

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Technological advancements that we have today are becoming more advanced, due to high resolution and quality of advertisements. Motion graphics are not just for T.V. but the Internet as well; Girls Inc. will need to update their motion graphics, which will consist of commercials, motion banners, and info graphics. Because most teens are on social websites it would be healthy to promote Girls Inc. on to those websites, the sites that the designs would be on are targeted most by young girls and also finding sites that are geared toward low-income families, sponsors, donors, and volunteers.

Girls Inc.

Girls Inc. Come join us for fun, food, and games. www.girlsinc.com

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Web/ Mobile Apps .Electronic media is used to tie in other forms of media and bring them to life, using electronic media to push Girls Inc. advertisements on phone, TV, iPad, or on a website will make the organization more accessible to there target audience. Most teens today are using many forms electronic devices in one day, by being connected so many hours of the day to the internet; teens get to see twice as many advertisements. Electronic media will help push Girls Inc. brand by allowing apps on phone and web pages for the internet will give people access to Girls Inc. 24hrs.

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Technological advancements that we have today are becoming more advanced, due to high resolution and quality of advertisements. Motion graphics are not just for T.V. but the Internet as well; Girls Inc. will need to update their motion graphics, which will consist of commercials, motion banners, and info graphics. Because most teens are on social websites it would be healthy to promote Girls Inc. on to those

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If Your Parents Loved You, They’d Buy You A Locker Chandelier / jezebel.com 640 × 360 Can You Tell The Real Offensive Nail Polish Color Names From The Fakes www.thegloss.com - 640 × 433 -

Buy Somerset by Alice Temperley Girls’ Military Jacket, Black ... www.johnlewis.com 1425 × 1425 At what age should you let your daughter have a boyfriend? www.sheknows.com 600 × 399 Frugal Gifts for Teens Frugal Families. www.families.com - 344 × 307


Gi r ls

www.GirlsInc.com


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