Week 2 Final Submission by Angela Wallace

FLAMINGO GARDENS

REBRANDING Project Book 2012

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

DESIGN RESEAR CH Company Profile ................................................. Creative Brief ....................................................... Research Paper .................................................... Target Audience ...................................................

1 2 3 4

FLAMINGO GARDENS STYLE GUIDE

COMPANY PROFILE Heading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Pellentesque facilisis tincidunt feugiat. Proin est mauris, mollis eu posuere ac, placerat ut nunc.

Heading When images of people are used, opt for waist-up shots where they are smiling in front of a natural

outdoor setting with foilage similar to what a visitor could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/ or groups of families having fun together outdoors.

Heading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Pellentesque facilisis tincidunt feugiat. Proin est mauris, mollis eu posuere ac, placerat ut nunc. Phasellus cursus, purus sed pulvinar accumsan, mi massa sagittis nulla, eget ullamcorper nisi nisl eu tellus. Ut ultrices euismod est, vel commodo tortor facilisis sit amet. Integer ac rutrum sapien. Sed rhoncus congue purus vel tristique. Sed tincidunt euismod nisi, ac dignissim odio dignissim quis.

CREATIVE BRIEF In order for the Flamingo Gardens Rebranding Project to be successful, all creative work must align with these core objectives: PRIMARY PROJECT OBJECTIVE

TARGET AUDIENCE

To rebrand Flamingo Gardens by applying a new brand strategy, logo, and web design towards a new target audience.

Children and families

PRIMARY DELIVERABLES

POSITIONING

• Redesigned logo • Redesigned website • Brand strategy - style guide & campaign

Flamingo Gardens is the only attraction in South Florida to view native trees, plants, and animals at one location.

COMPETITION

KEY TENETS

• Morikami Japanese Gardens • McCarthy Wildlife Sanctuary • Fairchild Botanical Gardens

• Eco-awareness • Eco-responsibility • Wildlife Rehabilitation

FLAMINGO GARDENS STYLE GUIDE

CAMPAIGN CALL-TO-ACTION

HEADING

• Visit the location • Visit the website

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.

HEADING Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.

RESEARCH PAPER Abstract Extensive research has been done to explore, define, and explain the process that should be taken to revitalize the brand of Flamingo Gardens and focus its attention towards a new target audience. Its current brand is dated, has no specific target audience, and does not fully take advantage of marketing opportunities such as the Web, on-site signage, and advertising. Flamingo Gardens is a non-profit organization, and relies on government and donor funds. A brand redesign will help to reestablish its mission and services in the community, increase brand perception in its market, and make a stronger case to attract funds that help to do more for their mission and cause. The redesign will entail updating the logo, website, signage, advertisements and other printed materials.A new branding strategy will keep these elements unified and consistent. Each

of these elements has been thoroughly researched to explain why each choice was made. Flamingo Gardens exists to remind, educate, and celebrate the beauty of the Florida Everglades by providing a one-of-a-kind eco experience and provide a permanent and safe home for its native flora and wildlife. In order to ensure that this unique establishment survives over the years and maintains the name that it built for itself and its importance in South Florida, a redesign of its brand is imperative.

The rebranding project In order to attract new customers and raise ecological awareness of the Florida Everglades at Flamingo Gardens, a campaign needs to be developed to bring in those new customers and keep them coming, while enticing existing customers to visit again. The company must

FLAMINGO GARDENS STYLE GUIDE

also boost consumer perception, which is currently not as strong as it could be. Flamingo Gardens currently has a poor brand identity and is not as widely known as its competitors, even though it has the unique selling point of being the only botanical garden and wildlife sanctuary in south Florida. They currently target everyone as their audience, and in doing so their lack of direction towards a specific demographic results in a slower stream of customers.A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself in its competitive market. This paper explains how the elements of the Flamingo Gardens rebranding project will create a stronger brand identity to bring more customers and raise ecological awareness of the Florida Everglades.

A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself in its competitive market. This paper explains how the elements of the Flamingo Gardens rebranding project will create a stronger brand identity to bring more customers and raise ecological awareness of the Florida Everglades.

TARGET AUDIENCE KIDS AND FAMILIES Audience Profile

Text here text here text here text here

PARENTS

Age:

30 - 40

Education: BFA Income:

$65,000

Job:

Electrician, Project Manager

Loves spending time together as a family

CHILDREN

Age:

Text here text here text here text here text here

Text here text here text here text here text here text

5-10

Education: K-5 Interests: Science, biology Hobbies:

Playing outdoors, exploring, puzzles Text here text here text here text here text here Right: The target audience enjoys spending time outdoors and learning about the world around them.

FLAMINGO GARDENS STYLE GUIDE

CREATI VEDEV ELOP MEN T

Competitive Survey ............................................ Design Research .................................................. Moodboards ......................................................... Logo Development .............................................

31 33 35 37

COMPETITIVE SURVEY COMPETITION

Morikami Museum and Japanese Gardens Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.

McCarthyâ&#x20AC;&#x2122;s Wildlife Sanctuary Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.

Fairchild Tropical Botanic Garden Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.

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WEBSITE COMPARISON

Busch Gardens www.buschgardens.com

Fairchild Tropic Botanic Garden www.fairchild.org

Morikami Japanese Gardens www.morikami.com

Busch Gardens www.buschgardens.com

Jungle Island www.jungleisland.com

McCarthyâ&#x20AC;&#x2122;s Wildlife Sanctuary www.mccarthys.com

WEBSITES

Cuban Council www.cubancouncil.com

Itosieceni www.itosieceni.it

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DESIGN RESEARCH MAGAZINES

Artforum

Caribbean Travel + Life

DESIGN RESEARCH PHOTO ETHNOGRAPHY

Brief description here max 2 lines of type.

FLAMINGO GARDENS STYLE GUIDE

Photo ethnography Based on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

Brief description here max 2 lines of type.

MOODBOARDS

Board 1 Brief description here max 2 lines of type.The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard.

FLAMINGO GARDENS STYLE GUIDE

Board 2 Brief description here max 2 lines of type.The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard.

LOGO DEVELOPMENT WORD CLOUD evergla

Brand accountability

des

h sout

silhouette

The redesign of the Flamingo Gardens logo was created using a process of research and creative exploration.The word cloud at right was created to make sure that the logo represented what Flamingo Gardens stands for. Each word was carefully chosen and the logo had to be able to stand beside each word and represent it.

trees nic swamps

flora rainommunity

al water beau ty bushes feathers

habitat cbrown {ecosystem} rainforest lea non-profit r ves

Gardens seeds

ary u t c san

branches

pla

sunray

ycl

roots n hammocks atio mangroves z i l ita rev fr {wil ien dlife } dl

rec

nts experi ence

supportive green

le em

rida

awareness

e n t

Flo

l oak als anim tropica fur{involved} red clouds dirt e l b warm a n i a sust soil bot sun a

e flowers

uniqu

Flamingo

y p alm

ds birexotic

FLAMINGO GARDENS STYLE GUIDE

Snowy the owl is a rescue whose ear was injured from a bb gun accident. She now assists during live animal presentations.

LOGO DEVELOPMENT LOGO CREATION From sketch Need to change to completion this copy should appeal to kids and the ‘kid at heart’ in adults. Based initial Once on theresearch headline, proved “When that was thethe logo lastwas time to be abstract, The voice should also sound like a friend is talking YOUcreative the took a process field trip?”, moved the voice to redesigning should bethe slightly Flamingo Gardens to them, someone familiar showing them around humorous logo. Careful and consideration thoughtful, intuitive of the company’s and playful.history Since was made Flamingo to Gardens. Almost a hand-holding type of the target ensure thataudience the redesign is children did not and completely families, the stray copy from itsvoice original should be heard when reading the type. version. This was done to make sure that people already familiar with Flamingo Gardens could relate to the new logo.

This photo was the inspiration for the shape of the head in the logo.

THE VISUAL PROCESS - how the brandmark was created:

FLAMINGO GARDENS STYLE GUIDE

LOGO DEVELOPMENT THE NEW LOGO

This logo will lead the new design for the rebranding project for Flamingo Gardens.The abstract style will give a clean, updated look and feel for the company, and its simple design will appeal to the target audience of children and families. The logo combines both a

flamingo and a leaf in their simplest forms to represent â&#x20AC;&#x153;Flamingo Gardensâ&#x20AC;?.This way, the brandmark can stand with or without the logotype. Part of the strategy is to use the brandmark without the logotype for future branding uses such as new products and signage.

FLAMINGO GARDENS A logo must stand on its own in black and white first before color is added.

body: represents “Flamingo”

multimedia friendly: its simple shape resizes well, is cost effective to print, and can easily be applied to products, print, web, and mobile applications.

simple, abstract shape:

leaf:

research was done to determine if children could recognize abstract art; which proved true.

logotype: created with the future in mind, the logo shape can be eventually used on its own, since both shapes represent the words “Flamingo Gardens”

represents “Gardens”

FLAMINGO GARDENS

classic font: Gill Sans is a versatile font that will still look sleek and modern for years to come.

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

Above: Woman at Flamingo Gardens, circa 1950â&#x20AC;&#x2122;s. Top right: Wray family photos.

FLAMINGO GARDENS STYLE GUIDE

BRAND DESCRIPTION About Flamingo Gardens

The Brand

Flamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930â&#x20AC;&#x2122;s by the Wrays, a business couple who used the property for entertaining and relaxation.They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.

The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.

Rescue and preservation Flamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers.Wildlife adoption is available to customers to help the company pay for animal care costs.

COLOR PALETTE

FLAMINGO GARDENS STYLE GUIDE

CMYK

RGB

HEX

PANTONE

0, 58, 87, 0

251, 134, 54

fb8636

1575 c

0, 32, 69, 0

255, 183, 98

fb7762

1365 c

1, 0, 44, 0

255, 245, 163

ff5a3

601 c

39, 0, 84, 0

166, 220, 87

abdc57

374 c

66, 0, 49, 0

56, 200, 162

38cba2

3385 c

19, 91, 100, 0

187, 57, 38

bb3926

180 c

42, 64, 98, 40

107, 71, 28

6b471c

1405 c

Why these colors? The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment.The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.

VOICE & TONE Voice Based on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

Copy & Music The body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals.The copy and music should only enhance the

emotion of the target audience, helping them to get the sense of “being in another world.”

Tone The tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.

FLAMINGO GARDENS STYLE GUIDE

FONTS Visual Voices Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.

FLAMINGO GARDENS STYLE GUIDE

Headline

Filmotype LaSalle

Body copy Gill Sans Regular

Sub headers Gill Sans Bold Italic

Headers / Navigation Gill Sans Light

This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look. The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity. Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy. The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.

FLAMINGO GARDENS STYLE GUIDE

APPROVED IMAGERY Wildlife Images of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.

Textures For advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph.The photo of dirt to the left leaves ample space to the left of the leaves for copy placment.The vector sample has a light colored background of tiled leaves which is also acceptable.

could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/ or groups of families having fun together outdoors.

Nature Use shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.

Human Element When images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor

LOGO SPECIFICATIONS ALTERNATE LOGO VERSIONS The updated logo The Flamingo Gardens logo has four approved versions. They should be reproduced according

FLAMINGO GARDENS STYLE GUIDE

FLAMINGO GARDENS

Regular

Boxed

Reversed

Black & White

Whenever possible, the “regular” version should be used against a white background.

The “boxed” version is provided for use against any other background to ensure that the logo remains readable.

The “reversed version of the logo may be used against black, or PMS 369.

The “black and white” version is to be used in one color print jobs.

LOGO SPECIFICATIONS CLEAR SPACE O O

Breathing room

O O

To give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.

FLAMINGO GARDENS O O Clear space must be twice the height of the “o” in the logotype

FLAMINGO GARDENS STYLE GUIDE

LOGO SPECIFICATIONS BACKGROUND USAGE

IMAGE HEADING HERE Subheading

Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.

text area

FLAMINGO GARDENS STYLE GUIDE

TEX TURED Headline Here is some advertising text here is some advertising text here is some advertising text here is some advertising text here is some advertising text.

When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple

text area

LOGO SPECIFICATIONS USAGE EXAMPLES

INCORRECT FLAMINGO GARDENS

FLAMINGO GARDENS

Distorted

FLAMINGO GARDENS

Too small

FLAMINGO GARDENS

Too small

Against dark

FLAMINGO GARDENS

Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo. v

FLAMINGO GARDENS STYLE GUIDE

CORRECT FLAMINGO GARDENS

FLAMINGO GARDENS

Reversed against dark color background

Against light colored background

Correctly scaled

FLAMINGO GARDENS

Reversed against dark color background

Against light colored background

Correctly scaled

Consistency is key.Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.

MEDIUM-SPECIFIC ONLINE

ONLINE

FLAMINGO GARDENS

FLAMINGO GARDENS regular 100px

regular 200px

FLAMINGO GARDENS

FLAMINGO GARDENS boxed 200px

boxed 100px

Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size.To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.

FLAMINGO GARDENS STYLE GUIDE

PRINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec venenatis sagittis lacus, quis sollicitudin erat mattis non.Aliquam at hendrerit risus.Aenean vel nisl ipsum. Sed vestibulum felis ac ligula commodo id dignissim quam euismod. Nullam eget posuere ipsum. Etiam eget libero ac lectus feugiat tristique. Donec sed orci nulla. Donec sit amet arcu in nulla hendrerit sagittis sit amet at mauris.

FLAMINGO GARDENS

FLAMINGO GARDENS FLAMINGO GARDENS

FLAMINGO GARDENS STYLE GUIDE

MEDIUM-SPECIFIC SIGNAGE

FLAMINGO GARDENS

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FINA LDES IGNS Advertising ........................................................... 31 Promotional Items .............................................. 33 Digital Media ........................................................ 35

FINAL DESIGNS SIGNAGE

EVENT SIGNAGE FOR FENCE

WELCOME SIGN

Outdoor event sign 1

EVENT SIGNAGE FOR FENCE

Welcome sign

Outdoor event sign 2

FLAMINGO GARDENS STYLE GUIDE

HUMMINGBIRD GARDEN

Attraction sign 1

FLAMINGO POND

Attraction sign 2

BROCHURE

INSIDE

FRONT

FLAMINGO GARDENS STYLE GUIDE

FINAL DESIGNS WEB ADS FULL BANNER 468X60

SKYSCRAPER 120X90 SQUARE 250X250 VERTICAL 120X240

BUTTON 1 120X90

FINAL DESIGNS PROMOTIONAL ITEMS

MAGNET

PEN

FLAMINGO GARDENS STYLE GUIDE

MOTION GRAPHICS

FLAMINGO GARDENS STYLE GUIDE

FINAL DESIGNS WEBSITE