FLAMINGO GARDENS
REBRANDING Project Book 2012
F
lamingo Gardens is a place to appreciate, enjoy and preserve the natural habitat of the everglades. It has grown and reinvented itself over the years, first being a commercial orange grove turned botanical garden, and currently a non-profit organization dedicated to preserving and rehabilitating the native animals and flora of South Florida. To take this historical company to another level while continuing the course, a rebranding of its public face will help to solidify their efforts to break into new and emerging markets, while letting their guests and competition know that Flamingo Gardens is always striving for the highest level of excellence. The following Rebranding Style Guide lays the foundation for keeping the integrity of the brand while maintaining consistency for years to come.
TABLE OF CONTENTS DESIGN RESEARCH Research Paper .................................................... Communications Audit ...................................... Creative Brief ....................................................... Demographics ......................................................
STYLE GUIDE 1 2 3 4
CREATIVE DEVELOPMENT Competitive Survey ............................................ Design Research ................................................. Moodboards ......................................................... Logo Development .............................................
1 2 3 4
Voice & Tone ........................................................ Appropriate Imagery .......................................... Color Palette ....................................................... Logo Specifications .............................................
1 2 3 4
FINAL DESIGNS Advertising ........................................................... 1 Promotional Items .............................................. 2 Digital Media ........................................................ 3
ii
DESIGN RESEAR CH Research Paper .................................................... Communications Audit ...................................... Creative Brief ....................................................... Demographics ......................................................
1 2 3 4
29
CREATI VEDEV ELOP MEN T
Competitive Survey ............................................ Design Research .................................................. Moodboards ......................................................... Logo Development .............................................
31 33 35 37
29
STYL EGUI DE
Color Palette ....................................................... Voice & Tone ........................................................ Fonts ...................................................................... Approved Imagery .............................................. Logo Versions ....................................................... Clear Spacing ....................................................... Logo Usage .......................................................... Backgrounds ........................................................
31 33 35 37 39 41 43 45
29
FINA LDES IGNS
Advertising ........................................................... 31 Promotional Items .............................................. 33 Digital Media ........................................................ 35
29