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FLAMINGO GARDENS

REBRANDING

STYLE GUIDELINES 2012


Flamingo Gardens is an established company, but every company should look for ways it can improve and connect with their audience. To make sure that the new rebranding efforts are carried into the future, a brand strategy has been created to define the new brand. To ensure that the rebranding project will meet the clients’ needs and attract its target audience, specific design decisions have been determined. This document will examine those decisions in detail and explain why those choices were made. This lessens the chance of the designer’s personal design aesthetic taking over, and ensures that the clients’ needs are met and the client-designer relationship is established firmly.


TABLE OF CONTENTS I 3 DESIGN RESEARCH 6 7 9 11 13 15

Company Profile Creative Brief Research Paper Photo Ethnography Target Audience Rebranding Strategy

II 17 CREATIVE DEVELOPMENT 19 Competitive Survey 21 Design Research 23 Logo Development

III 29 STYLE GUIDE 32 33 35 37 40 41

Brand Description Color Palette Voice and Tone Fonts Approved Imagery Logo Specifications

IV 53 FINAL DESIGNS 55 61 63 65

Website Web Ads Signage Brochure

2


DESIGN RESEAR CH 6 7 9 13 15

Company Profile Creative Brief Research Paper Target Audience Rebranding Strategy

I


I DESIGN RESEARCH

COMPANY PROFILE Overview Flamingo 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.

Company Needs

Funding Opportunities

A unified branding strategy will catapult Flamingo Gardens into a top contending family activity.

Creating a new strategy for current programs takes advantage of niches in the marketplace.

KEY NEEDS:

KEY OPPORTUNITIES:

ü ü ü

Funds to build and update wildlife exhibits Unified branding More volunteers

ü ü ü

New wildlife adoption strategy New donation strategy New field trip strategy

6


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

KEY TENETS

• Redesigned logo • Redesigned website • Brand strategy - style guide and campaign guidelines

• Eco-awareness • Eco-responsibility • Wildlife Rehabilitation

PRIMARY COMPETITION

INDIRECT COMPETITION

• Morikami Japanese Gardens • Long Key Nature Center

• Indoor bounce houses/activity centers • TV (Movies, Cartoons) • Video Games


FLAMINGO I GARDENS DESIGN RESEARCH STYLE GUIDE

CAMPAIGN CALL-TO-ACTION

BRAND ATTRIBUTES

• Visit the location • Visit the website • Word-of-mouth

• Supportive • Informative • Sustainable

• Involved • Community • Friendly

POSITIONING Flamingo Gardens is the only place to learn about native everglades wildlife and flora in one location.

8


RESEARCH PAPER Revitalizing the brand 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 new 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


I DESIGN RESEARCH

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 book describes a new rebranding strategy and campaign with supportive research to show how those decisions were made. In following these guidelines, Flamingo Gardens will bring in more customers and funds to support their historic mission and goals

s

10


DESIGN RESEARCH PHOTO ETHNOGRAPHY


I DESIGN RESEARCH

Studying visitors as an individual Photo ethnography is a field exercise in which subjects record their daily experiences with still or video cameras over an extended period of time.This practice is similar to visual anthropology because both use visual media for interpreting cultural human behavior. Flamingo gardens has been around since the 1960s, so as long as the internet has been around, and internet users have learned how to post images themselves, and with the popularity of Web 2.0 and the steady rise of social media, Flamingo Gardens has a wealth of imagery posted by others who have visited the location. This method of research gave a clear picture of the target audience and how to take advantage of marketing to them.

Analysis of images can provide insight into the lives and needs of the audience, and help identify ways to communicate with them.

12


TARGET AUDIENCE KIDS AND FAMILIES Audience Profile

Kids have short attention span, puzzles and sensory activities to keep interested

PARENTS

Age:

30 - 45

Education: BFA Income:

$65,000

Job:

Electrician, Project Manager

Loves spending time together as a family

CHILDREN

Age:

Park and outdoor enthusiasts

Recycles as family and interested in lowering carbon footprint

5-10

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

Playing outdoors, exploring, puzzles

Parents need place for relaxation with children in tow

Right: The target audience enjoys spending time outdoors and learning about the world around them.


FLAMINGO I GARDENS DESIGN RESEARCH STYLE GUIDE

14


REBRANDING STRATEGY SWOT ANALYSIS

STRENGTHS OPPORTUNITIES

+ + + +

New donation strategy

Close proximity to 195 Family bonding experience Exercise activity

New wildlife adoption strategy Social Media campaign Online shopping cart

х х х х

Price

– – – –

Morikami Japanese Gardens

EXTERNAL

No clear brand across media Extra tram fee No full-time guides on location

Indoor play areas TV Movies

NEGATIVE

Live Animals

THREATS

ü ü ü ü

WEAKNESSES

POSITIVE

INTERNAL


REBRANDING STRATEGY

Its all about positioning By understanding where Flamingo Gardens stands in the playing field, a strategy can be implemented to achieve its highest potential: KEY MOVES:

ü ü ü ü ü

Translate features into benefits Highlight edge over competition Create smart ad and web copy Cater to the customer's emotional needs Online strategy for new and existing customers

EXAMPLE Use this approach when writing ads and copy for print and web: Instead of feature only: a b c d

Live animals Nature shows Exercise Family bonding

Describe the benefit: a Live animals help kids learn about world around them b Nature shows help families be more aware of the environment c Gives families a healthy alternative to sitting on the couch d Family bonding strengthens the family unit

16


CREATI VEDEV ELOP MENT

19 Competitive Survey 21 Design Research 23 Logo Development

II


COMPETITIVE SURVEY DIRECT COMPETITION

Morikami Japanese Gardens

Long Key Nature Center

Superb Branding

Interactive Exhibits

Morikami’s branding is top notch and what Flamingo Gardens should strive for. Their brand is strong and unified.

Their interactive activity center rivals a large museum. Guests take self-guided tours, and can either read or hear an audio narrative.

KEY FEATURES:

KEY FEATURES:

ü ü ü ü

Logo is consistent on all media All signage has same style and font Stands out amongst their competitors Consistent flow of repeat guests

ü ü ü ü

Video exhibit installations Sensory exploratory exhibits for kids Interactive buttons, puzzles, and artifacts Touch screen learning stations


II CREATIVE DEVELOPMENT

COMPETITIVE WEBSITE ANALYSIS

Busch Gardens www.buschgardens.com

Morikami Japanese Gardens www.morikami.com

Informative Homepage

Style Consistency

Their website homepage gives the user multiple opportunities to interact and find what they are looking for. Clear navigation makes searching easy.

Excellent public facing branding extends to website and continues to strengthen their brand. Rotating banner celebrates the beauty of the location.

KEY FEATURES:

KEY FEATURES:

ü ü ü ü

Park hours and temperature on homepage Target audience call-to-action buttons Three areas for upcoming events Rotating banner and tabbed navigation

ü ü ü ü

Website design consistent with branding Corporate giving and grants along Thoughtful donation and volunteer types Creative copywriting encourages action

20


INSPIRATIONAL WEBSITES

Cuban Council www.cubancouncil.com

Itosieceni www.itosieceni.it

Detail & Readability

Innovative Interactivity

Design quality is immaculate and small details such as innovative footer navigation is impressive.Typography is well done. Headlines use consistent voice and tone.

This website goes against every trend and usual design layout in favor of their own. User is encouraged to explore content.

KEY FEATURES:

KEY FEATURES:

ü ü ü ü

Color coded sub header system Company history/culture influence Multiple simple navigation options Contact information easy to find

ü ü ü ü

Engaging typography Highly usable and interactive Out-of-the-box use of CSS coding Superb image optimization


II CREATIVE DEVELOPMENT

DESIGN RESEARCH MAGAZINE LAYOUT

Artforum

Caribbean Travel + Life

Excellent Layout

Finishing Touches

Page layout and typography encourages reading large amounts of copy. Intriguing headline copy catches the reader’s attention.

Pull quotes and finishing touches on copy design encourage reading.Visual flow of makes reading enjoyable from page to page.

KEY FEATURES:

KEY FEATURES:

ü ü ü ü

Large full-page photos Minimalist legible typography Memorable logo Target audience focused content

ü ü ü ü

Photos complement copy Attention-grabbing captions Bright warm color palette Image whitespace for headings

22


LOGO DEVELOPMENT WORD CLOUD everg

ts

animals

tropi

cal

clouds

oa

le

e d n s ow r br encks a grheammo G

sus

lm tainab

pa

rida

s t n

ed

s

e

es

e

ch

rs nts e pla flow

an

air

br

lem

Flo

en

s

mangroves

{w ildl

ife}

carefully chosen and the logo had to be able to stand beside each one and represent it.

e niqu e u ycl rec

u a ex t nctuanon-pr nity ry ofit su pe sun pp rie F rev l or bu ray a ita n liz sh tiv ce m ati on e in es l fri

soil

sun

k aw {involved dirt re } ar d en warm es tre fea s bo wa Hidden verbal meaning e th s taswam ter A combination of research and creative be ers ni ps a exploration was used to redesign the ca fl {ecos uty yst l or Flamingo Gardens logo.The word cloud e r rain a ain m} sil at left was created to make sure that ho f u h c or et so o a the logo represented what Flamingo te m bit s m est ut Gardens stands for. Each word was h a

en d l y

ro o

lades

go eaves b fur

ird s

exotic


II FLAMINGO CREATIVE GARDENS DEVELOPMENT STYLE GUIDE

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

24


LOGO DEVELOPMENT LOGO CREATION Need to change Creating the Brandmark 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 creative process - from sketch to completion:


II CREATIVE DEVELOPMENT

26


LOGO DEVELOPMENT THE NEW LOGO Logo Breakdown 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 “Flamingo Gardens�.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.


II CREATIVE DEVELOPMENT

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.

OPTIONAL 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.

28


STYL EGUI DE

32 33 35 37 40 41

Brand Description Color Palette Voice and Tone Fonts Approved Imagery Logo Specifications

III


Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.


III 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 1930’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.

32


COLOR PALETTE


III STYLE GUIDE

CMYK

RGB

HEX

PANTONE

0, 58, 87, 0

251, 134, 54

fb8636

1575 c

42, 64, 98, 40

107, 71, 28

6b471c

1405 c

2, 79, 90, 0

236, 91, 51

ec5b33

7417 c

39, 0, 84, 0

166, 220, 87

abdc57

374 c

66, 0, 49, 0

56, 200, 162

38cba2

3385 c

0, 32, 69, 0

255, 183, 98

fb7762

1365 c

1, 0, 44, 0

255, 245, 163

a6dc57

601 c

19, 91, 100, 0

187, 57, 38

bb3926

180 c

77, 23, 63, 5

58, 145, 119

369278

7473 c

43, 0, 31, 0

132, 227, 198

90d2be

337 c

91, 62, 61, 63

4, 44, 48

0b2c30

5463 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.

34


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.


III STYLE GUIDE

36


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.


III STYLE GUIDE

Ad 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.

38


III 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

40


LOGO SPECIFICATIONS ALTERNATE LOGO VERSIONS The updated logo The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:


III STYLE GUIDE

FLAMINGO GARDENS

FLAMINGO GARDENS

FLAMINGO GARDENS

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.

42


LOGO SPECIFICATIONS CLEAR SPACE O O

Breathing room

O O

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


III STYLE GUIDE

44


LOGO SPECIFICATIONS BACKGROUND USAGE

IMAGE whitespace area

HEADING HERE Subheading

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

MORE EXAMPLES


III STYLE GUIDE

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

Copy and texture balance When using textured backgrounds like the ad layout example above, make sure that the background clearly contrasts with the text and does not compete with the copy.

MORE EXAMPLES

46


LOGO SPECIFICATIONS INCORRECT USAGE Practices to avoid 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.

FLAMINGO GARDENS

Full-color with dark background

FLAMINGO GARDENS

Distorted

FLAMINGO GARDENS

Too small


III STYLE GUIDE

CORRECT USAGE

Practices to follow Consistency is key. Against dark 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.

FLAMINGO GARDENS Reversed with dark background

FLAMINGO GARDENS

FLAMINGO GARDENS

Full-color with light background

Correctly scaled minimum size: 30mm / 1.2�

48


LOGO SPECIFICATIONS ONLINE MEDIUM-SPECIFIC

ONLINE Logo versions for Web 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.


III STYLE GUIDE

PRINT

PRINT Logo print specifications To reproduce the logo, use only pdf or eps files to ensure that the correct colors are used and so that the correct scaling is not compromised. If using the logo for letterheads, position on the top right of the page only, and no larger than 1 inch in height may be used. Business cards and all printed materials should follow the design guidelines stated in the logo specifications section.

FLAMINGO GARDENS

FLAMINGO GARDENS

50


III STYLE GUIDE

MEDIUM-SPECIFIC SIGNAGE

Increase perception of value All signage should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. There should be one design style consistent on the following, and all similar signage throughout the park location including: KEY SIGNAGE:

ü ü ü ü ü ü ü

Roadside park entrance sign Attraction signs Directional signs throughout the park Information signs Parking lot signs Cafe signs Accessibility signs

52


FINA LDES IGNS 55 61 63 65

Website Web Ads Signage Brochure

IV


Web Elements Each page in the website should follow these guidelines to ensure that branding is unified across all web pages.

Global Navigation

Buttons

PAGE HEADING ê ê ê ê

Gill Sans Light

CONTENT HEADING Gill Sans Regular

regular anchor link Gill Sans Regular Underlined

Content stroke Separates main content area from background full page image

important anchor link Gill Sans Regular Underlined


IV FINAL DESIGNS

FINAL DESIGNS WEBSITE 1024 px

Homepage

56


Sanctuary

ê ê ê ê


IV FINAL DESIGNS

FINAL DESIGNS WEBSITE

Tickets

58


Wildlife

ê ê ê ê


IV FINAL DESIGNS

FINAL DESIGNS WEBSITE

Events

60


Strategy in action Now that guidelines have been established for writing ad and web copy, lets take a look at how to sell those features and benefits to the audience. Remember that the tagline speaks to the emotions of the audience and gives them a reason to visit.Taglines used here are: "Break the routine, get some air." (which targets mothers) and "Better than watching Animal Planet." (which targets parents to get their kids outside and be active.) To refer back to copy guidelines, see page 10.

STANDARD WEB ADS b a c

d e

NAMES AND DIMENSIONS:

Finding the right image

a

Full Banner

468x60

Using a set of approved taglines, choose an image that supports the copy and intrigues the audience. Place the logo in an area that clearly contrasts and doesn't clash with the colors used. Don't forget to use and crop images to include the crucial whitespace area for copy that is part of the new rebranding design guidelines. To refer back to whitespace in images, see page 41.

b

Skyscraper

120x90

c

Vertical

120x240

d

Square

250x250

e

Button

120x90


IV FINAL DESIGNS

FINAL DESIGNS WEB ADS FLAMINGO GARDENS

Break the routine, get some air. SEE HOW FLAMINGO GARDENS

FLAMINGO GARDENS

Better than watching Animal Planet. SEE WHY Better than watching Animal Planet. SEE WHY

Better than watching Animal Planet. SEE WHY

FLAMINGO GARDENS

Better than watching Animal Planet.

Above: High contrasting colors grab the attention of the viewer amid other advertisements and distractions on the web.

62


FINAL DESIGNS SIGNAGE

Park Front mounted entrance signage

D A O O R rdens)

G ingo Ga N I AM lam

FLfront of F (in


IV FINAL DESIGNS

PRINT

OPPOSITE: Flamingo Gardens is located in front of a street named Flamingo Road.The current signage is hardly noticeable when driving past in a car. The updated signage below uses bright colors to attract the eye of a driver or passenger in a car. THIS PAGE: All signage should follow a similar style to the mounted entrance sign for consistency. The same font and design elements should be used such as the flower. There is flexibility with additional designs, such as the water which represents the “pond�. Related animals may also be added.

Attraction sign

64


Break the routine, get some fresh air. Flamingo Gardens is a place to explore, learn, and be together with the ones you love.You'll also be doing your part to conserve the native plants and wildlife of the everglades. It's a win-win situation. ü ü

Better than watching Animal Planet. FLAMINGO GARDENS

FRONT

ü

bond , r i a e m Catch so s you love. one with the

ü

Live animals help kids learn about the world around them Nature shows teach how to be more aware of the environment A healthy alternative to video games and TV Bond with the ones you love

Freedom awaits.

How to

find us

3750 S Flamin go Florida 33330- Road, Davie, 1614 ô Take I-95 Nor th or So ï I-595 uth to IWest to 595 Flamingo ò Flam Road (Ex ingo Roa it #1B) d South 2 miles

$2.00 OF

F

admissio

with this *unlimite

n

coupon

d guests

INSIDE

!

FLAMIN GO GARDEN S


IV FINAL DESIGNS

FINAL DESIGNS BROCHURE

Brochure basics

Speak to emotional needs

Continue to use the full bleed image approach for brochure design. Remember its all about making every media component complement each other, which in turn will strengthen the Flamingo Gardens brand and build more trust in the audience.Choose images that show target audience interacting with animals and each other at Flamingo Gardens. Basic contact, features, and direction information should be included, but the copy should be memorable.

Instead of only listing features that Flamingo Gardens offers, use brochures and flyers to tell the target audience what benefits they can receive by visiting. They need a reason why they should come to Flamingo Gardens and not the jungle gym down the street. Use the strongest statements on the front cover. For more examples, refer back to the rebranding strategy on page 19.

Color blocks

Images

Put type on top of color blocks that are part of the approved color pallete. Tints and opacity changes should only be applied to text and design elements. To refer back to the color palette, see page 38.

Close up shots are more personal and give the target audience an idea of what to expect when they visit. Brighten the colors if necessary and make sure they are vibrant and inviting.

66


REFERENCES IMAGES PG Cover 1 3 5 7 9 10 11 11 11 11 11 11 12 12 13 14 14 14 14 18 19

DESCRIPTION Isolated flamingo Bridge Girl with peacock Bamboo trees Heron Tree with pond Bobcat inset Hawk with trainer Children in trees Flamingos Top flower Mom and kids Bottom flower Parrot Kids with flamingos Family Top left Top right Bottom left Bottom right Girl feeding flamingo Morikami

19 20 20 21 21 22 22 23 24 25

Boy with puzzle Busch Gardens website Morikami website Cuban council website Itosieceni website Artforum magazine cover Caribbean traveler magazine cover Leaf Owl Flamingo head

SOURCE http://www.free-desktop-backgrounds.net/Animal-birds-wallpapers/Flamingo-bird/Pink-flamingo-bird.html personal http://www.wunderground.com/blog/seflagamma/comment.html?entrynum=175 personal personal personal http://www.flickr.com/photos/graphicgreg/7433266298/in/photostream http://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/ http://www.themonbergs.com/family/flamingo-gardens/ http://www.cityofdavie.com/2011/05/flamingo-gardens-paradise-found-in.html http://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/ http://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.html http://daniel329fstop.blogspot.com/2010/06/flamingo-gardens.html http://ronniebo.com/?tag=flamingo http://ajauthor.blogspot.com/2012/04/our-trip-to-flamingo-gardens.html http://www.wavebreakmedia.com/stock-video-footage-p-21107/Smiling-Family-Against-A-White-Background.html http://milwaukeemamas.com/wp-content/uploads/2011/04/kids-playdates-play-date-outside.jpg http://www.tamiarmijo.smartmtg.com/ http://www.tamiarmijo.smartmtg.com/ http://www.blogger-index.com/feed468571.html http://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.html http://www.paulstravelpictures.com/Morikami-Museum-Japanese-Gardens-Delray-Beach-FL/Morikami-Museum-JapaneseGardens-Delray-Beach-FL-031.html personal http://www.buschgardens.com http://www.morikami.com http://www.cubancouncil.com www.itosieceni.it http://chicagoartmagazine.com/wp-content/uploads/2010/01/ARTFORUM_article.jpg http://www.pdfmagazines.org/magazines/5712-caribbean-travel-life-april-2012.html personal http://www.wildmusings.com/photos/ http://www.tripadvisor.com/LocationPhotos-g34170-w3-Davie_Florida.html


PG 30 31 31 33 36 37 39 39 39 39 39 39 39 39 41 44 45 45 45 45 46 46 46 49 53 56 56 57 57 57 58 58 58

DESCRIPTION Kids running Vintage woman with peacocks Wray family photos 2 Flamingos Parrot Tree with pond Turtles Parrot Leaf in dirt White bird Leaf vector Leaf close-up Teenagers Fan plants Fan plant close-up Flamingo Large trees background Fan panoramic Tree with pond Leaf close-up Leaf in dirt Leaf gradient Grass texture Flower tree background Family holding hands Girl feeding flamingo Fan plants Bridge Everglades panoramic White bird close-up Fan plants Flamingo pond Tram ride

SOURCE http://renownscribbles.org/2011/04/28/family-friendly-spring-events/ http://www.flickr.com/photos/stevenm_61/2381441763/ http://www.flickr.com/photos/nancyvioletavelez/5996250010/sizes/o/in/set-72157627188093245/ personal personal personal personal personal iStockphoto personal Veer personal http://www.alpha-smiles.com/meet-dr-leonard.php personal personal personal personal personal personal personal iStockphoto Veer iStockphoto personal http://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.html http://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.html personal personal personal personal personal personal personal

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REFERENCES IMAGES CONT. PG 59 59 59 59 59 60 60 62 62 62 62 62 66 66 66 66 72

DESCRIPTION Tree with pond Bobcat inset Otter Eagle Bobcat lounging Palm leaf close-up Orchids Flamingo necks Mom and kids Owl Girl with peacock Flamingo close-up Girl feeding flamingo Flamingo pond Orchids Panther close-up Sign

SOURCE personal http://www.flickr.com/photos/graphicgreg/7433266298/in/photostream http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/ http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/ http://www.flickr.com/photos/graphicgreg/7433266298/in/photostream personal http://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/ http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/ http://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.html http://www.wildmusings.com/photos/ http://www.wunderground.com/blog/seflagamma/comment.html?entrynum=175 http://bcadayatatime.com/2012/01/28/in-victoria-b-c-there-is-a-place-that-is-truly-magical/ http://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.html personal http://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/ http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/ personal


BOOKS Felton, G. 2006. Advertising concept and copy. NY, New York: W. W. Norton & company, Inc. Bergstrom, B. 2008. Essentials of visual communication. London, UK: Laurence King Publishing Ltd. Ambrose, G. & Harris, P. 2005. Layout. Switzerland: AVA Publishing SA. Potts, K. 2007. Web design and marketing solutions for business websites. Berkeley, CA: Apress. Best, K. 2006. Design Management. Switzerland: AVA Publishing SA. Rockport. 2007. Logos - an essential primer for today's competitive market. Beverly, MA: Rockport Publishers. Visocky O'Grady J. and Visocky O'Grady, K. 2006. A designer's research manual. Beverly, MA: Rockport Publishers. Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition. Hoboken, NJ: John Wiley & Sons, Inc.

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Designer Client

Angela Wallace Flamingo Gardens Copyright 2012


FLAMINGO GARDENS


Flamingo Gardens Rebranding Project