INTRODUCTION
With Pride Foundation becoming a well-known nonprofit organization whose reach extends throughout five states in the Northwest region of the United States, it was easy to see the organization’s underlying potential for expansion. This rebrand effort will assist Pride Foundation in a venture to nationalize it’s campaign. In order to do so, some changes needed to be made in regards to the scope of the audience, and the organization’s overall presence. With this new rebrand campaign, Pride Foundation targets a much more broad target audience (anyone ages 16 and over, regardless of sexual orientation/ gender identity). The next step taken was creating a much more modern and memorable brand identity. This brand identity was then used in numerous different media formats, to ensure that the new Pride Foundation identity was impactful. With a new logo, new brand assets, and an overall more positive campaign, Pride Foundation will undoubtedly become an even more successful organization while also becoming a beacon of hope for the LGBT Rights and Equality movement.
Table of Contents Research....................................... 1.0 Company Overview.........................1.1 Research........................................ 1.2 S.W.O.T Analysis............................. 1.3 Creative Brief.................................. 1.4 Creative Development................. 2.0 Moodboards................................... 2.1 Logo Development......................... 2.2 Print Development.......................... 2.3 Website Development..................... 2.4 Style Guide................................... 3.0 Brand Voice and Imagery............... 3.1 Brand Colors and Typography........ 3.2 Logo Standards.............................. 3.3 Final Designs................................ 4.0 Website.......................................... 4.1 Social Media and Blog................... 4.2 Print Ads........................................ 4.3 Merchandise.................................. 4.4 References................................... 5.0 Image References.......................... 5.1 Research References..................... 5.2
research 1.0
1.1
company overview
Pride Foundation is a Northwest leader in bringing people, ideas, and resources together to ignite change that advances equality for the lesbian, gay, bisexual, transgender, and queer (LGBTQ) community. As a donor-supported community foundation, we support transformative philanthropy through programs and initiatives that help people find joy and strength. Through scholarships, grants, advocacy, and community leadership in Alaska, Idaho, Montana, Oregon, and Washington State, Pride Foundation donors and volunteers are helping us transform our communities and culture. Our work ripples through communities, inspiring equality at every point along the way. Founded in 1985, Pride Foundation’s visionary founders devoted the agency solely to raising and managing substantial funds to address the growing challenges facing the community, not the least of which was the new and frightening prospect of HIV/AIDS. At that time, the dedication and determination of the LGBTQ community was evident in the many organizations serving the community, but too often
larger donations and bequests from individuals were gifted outside of the community to groups considered more financially sophisticated. Pride Foundation’s answer was to build a public foundation for our community and to create an endowment that would be prudently managed and professionally administered—a place where supporters of LGBTQ equality could confidently make a philanthropic investment to make a difference today and to create a legacy of change that will endure for generations to come. Today, donors and volunteers have helped Pride Foundation provide nearly $38.5 million to support critical organizations, innovative projects, students, and leaders—addressing existing and emerging community needs in urban, rural, and remote communities throughout the Northwest—creating the largest LGBTQ community foundation in North America. Together, we create community, and together, we can build a foundation for all. (Pride Foundation, Our History)
1.2 Research Summary
Pride Foundation is a non-profit organization in the Northwest region of the United States that focuses on Lesbian, Gay, Bisexual, and Transgendered (LGBT) rights and equality. The organization’s main focus is providing services for the LGBT community in the states of Alaska, Idaho, Montana, Oregon, and Washington. This alone is Pride Foundation’s biggest differentiating factor. Other factors that set Pride Foundation apart from its competitors are the services that it provides its audience, such as scholarship programs, fellowships, grants, and initiatives. However, due to limited donor support and recognition Pride Foundation cannot provide its services to people outside of their established area of reach. Pride Foundation has potential to become a much better known organization on a national level. In order to achieve this Pride Foundation needs to first update its brand identity. Using this new identity as a base to redesign all of its online and print deliverables, Pride Foundation will finally be able to expand on its target demographics and reach an even broader audience. Switching from a localized campaign, to a national campaign will assist Pride Foundation in gaining more financial support from donors so that it can provide its services to more people. Moreover, this rebranding campaign will not only aid Pride Foundation in its efforts to educate those who do not know about the issues and controversies that the LGBT community faces even in today’s society.
Together, we create community, and together, we can build a foundation for all.
research EQUALITY IN MOTION
Pride Foundation is a non-profit organization in the Northwest region of the United States that focuses on providing services to the Lesbian, Gay, Bisexual, and Transgendered (LGBT) Community. The organization’s emphasis lies in bringing together people, whether part of the LGBT community or not, ideas, and resources to help create their vision of a world filled with equality. According to the Pride Foundation vision, “Pride Foundation envisions a world that honors diversity, fosters mutual respect, and celebrates complete equality” (Pride Foundation, 2013). At its core, Pride Foundation is already a strong leader in advocating rights and equality for the LGBT community. However, despite this fact, Pride Foundation is still only ranked third in a national ranking of non-profit organizations geared toward LGBT rights and equality. (Philanthropedia, 2012) The LGBT Rights and Equality movement is becoming as controversial as the Civil Rights movement was. Despite growing support and recent legislature, there is still growing prejudice and discrimination toward the LGBT community. It is because of this that organizations such as Pride Foundation strive to build upon the small victories, and keep moving forward to gain more support for LGBT equality. The problem that Pride Foundation faces is that as of today, the organization only reaches Alaska, Idaho, Montana, Oregon, and Washington. This limits the amount of people that Pride Foundation can reach, thus limiting the potential for gaining more support for their cause. With the controversies affecting the LGBT movement growing in both positive and negative directions, it’s the perfect time for Pride Foundation to expand and create a new brand identity that it can use to gain support on a national level.
1.2 THE BRAND
Pride Foundation was founded in 1985 as an organization dedicated to raising funds to address the growing challenges being faced by the LGBT community at large. Now, it has become a leader in advocating for LGBT rights and equality, while also providing services that benefit the community as well. “As a donor-supported community foundation, we support transformative philanthropy through programs and initiatives that help people find joy and strength. Through scholarships, grants, advocacy, and community leadership in Alaska, Idaho, Montana, Oregon, and Washington State, Pride Foundation donors and volunteers are helping us transform our communities and culture. Our work ripples through communities, inspiring equality at every point along the way” (Pride Foundation, 2013). As of 2013, Pride Foundation’s reach spans into five different states in the Northwest. This alone greatly sets them apart from many of their competitors, especially organizations like Basic Rights Oregon and Empire State Pride Agenda, who only provide services to their home states. Also, unlike its competitors, Pride Foundation does not limit their services to only advocating for rights, or assisting in providing information about better health services. Pride Foundation provides grants to other nonprofit organizations, scholarships to students, has active initiatives, and also has a fellowship program. “In addition to providing funding for nonprofit organizations through our grants, and scholarships to students, Pride Foundation has active initiatives which further our mission” (Pride Foundation, 2013). Although lack of substantial funding can limit the impact that these services have on the LGBT community on a broader scale, once Pride Foundation begins to gain national support, these services can be provided to more than just people in the Northwest.
research paper In addition to providing funding for nonprofit organizations through our grants, and scholarships to students, Pride Foundation has active initiatives which further our mission Recent legislative decisions have led to an increase in the topic of LGBT rights and equality. Right now the most popular topic of discussion is on same-sex marriage. According to the latest national survey conducted by the Pew Research Center, 66% of Americans are aware of the Supreme Court decision on same-sex marriage; far less than the 34% of Americans aware of the decision to overturn parts of the Voting Rights Act. (Pew Research Center, 2013) Using information such as these surveys, it becomes clear that in order for Pride Foundation to gain more support, their target audience should be adjusted. For a national campaign such as the one for Pride Foundation, the new target audience should be anyone age 16 to 49. Targeting this specific group, regardless of sexual orientation or gender identity, will be the best way to gain better support for Pride Foundation’s cause because of the average support for causes such as same-sex marriage shown in the Pew Research Center’s surveys. “Reactions to the court’s rulings on same-sex marriage are divided along age, gender and partisan lines. By about two-to-one (58% to 27%), those younger than 30 approve of the court’s decisions. People 65 and older disapprove of the rulings by 49% to 36%” (Pew Research Center, 2013). Using the average age range of 16 to 49 year olds grants Pride Foundation the opportunity to also gain support from others outside of that age range by secondary measures. Shifting public opinion on LGBT rights and equality is not easy. However, there have been recent polls conducted by the American Enterprise Institute
(AEI) that prove that public opinion and acceptance of homosexuality has increased over the past couple of decades. In fact, when asked if homosexuality should be accepted or discouraged by society, the public opinion is up from 46% saying it should be accepted in July of 1994, to 57% in March 2013. (AEI Public Opinion Studies, p.8) With information like these recent surveys and polls, it is easy to see that Pride Foundation has ample opportunity to use a rebranding campaign and gain national support. Pride Foundation does not only strive to bring together the LGBT community, but it also wants to educate those who have no idea about the constant conflicts that the LGBT community faces every day. Currently, Pride Foundation does not have the means to reach more than the five states it already has reached. Expanding on their services, and branching out to other states across the nation will be hard, but even with Pride Foundation’s financial limitations, it is not impossible. A new updated logo design, a cleaner and user friendly website, as well as a social media campaign will aid in giving Pride Foundation a much more suitable online presence to differentiate from its competitors. These rebrand efforts will then translate into Pride Foundation’s print materials such as ads, brochures, flyers, merchandise, etc. Once all of their smaller pieces are completed, Pride Foundation’s overall goal of reaching a national audience and gaining support for LGBT rights and equality can be reached. Pride Foundation will eventually make its way into more states as it moves across the nation. This tactic expands on the organization’s original idea of causing a “ripple effect” while touching the lives of others. The difference now is that instead of a ripple effect, which can eventually fade, is that the organization will now be a motion. Pride Foundation will not stop moving until it has reached all 50 states in the United States and has brought forth equality in motion.
s.w.o.t. analysis
1.3
STRENGTHS Wide reach and audience as compared to its competition.
WEAKNESSES
Services provided can be cut short due to lack of funding/donor support.
Ability to adapt to current trends and its audience’s needs, especially those in the LGBT community.
Organization’s reach is still isolated to five states within the Northwest region of the United States.
Established non-profit organization with a high national rank.
Not very well known to people outside of the Northwest.
OPPORTUNITIES Nationalize its campaign and reach an even bigger audience. Gain more support so that it may continue to provide better services . Help put an end to discrimination against the LGBT community.
THREATS Not being able to outshine other organization’s and provide better services to its supporters. Not gaining government funding. Negative stigmas and scrutiny from opposers of LGBT rights and equality.
1.4
creative brief
EQUALITY is a motion that will not be stopped until it is something we do not have to fight for.
To ensure that this can be done, Pride Foundation must be rebranded so that it can become a national name. By creating a fresh and clean logo, an updated color palette, along with supporting typography and imagery, the Pride Foundation brand can be revitalized.
media sites, a blog, print advertisements, as well as merchandise. Using these methods will not only serve as a way to connect supporters, but will also prove to be valuable when gaining new supporters by providing ample means to speak for their cause.
Once the new brand identity has been established, a multi-media platform campaign can take place. This will consist of an updated website, a number of social
This rebrand project will take Pride Foundation away from its old “ripple effect� identity, and allow it to become a motion, so that it can impact more lives in the future.
The main goal of this project is to aid Pride Foundation in nationalizing its campaign and reach and even bigger audience. Doing so will not only allow the organization to thrive, but also aid in its pursuits to put an end to discrimination against the LGBT community as a whole.
creative 2.0
development
2.1 Preliminary
There have been a few mood boards developed for this campaign project. The first three shown on this page were created to showcase three different overall directions for the Pride Foundation campaign. The first (top left) was meant to showcase the love and love equality; the second (top right) was meant to showcase pride and fighting for equality; the third (bottom left) was meant to showcase support, and have an overall more serious tone. However, after undergoing further research and developing the new Pride Foundation logo, I realized that these moodboards did not grasp the essence of what Pride Foundation truly stands for. I then developed the final moodboard on the next page, to bring together the positive and uplifting look and feel that I sought out. (The moodboards were used as a means of inspiration and some of the elements, such as color choice and certain imagery, were not used in the final campaign choices.)
moodboards Final
2.2 Logo Exploration
Typography Exploration ARIAL:
Pride Foundation
MYRIAD PRO:
Pride Foundation FUTURA:
Pride Foundation HELVETICA:
Pride Foundation
HELVETICA NEUE:
Pride Foundation The primary motivation for my logo designs came from the word equality. I then started to write down other words that could be associated with equality and came up with the key word I wanted to focus on for the logo design; UNITY. The first three sketches show a variation on the “equal” symbol, however I felt it best to stray from something so mundane which is why I began abstracting the Yin-Yang symbol. I wanted to create a logomark that was simple yet compelling enough to be used as a
stand alone mark when not being used together with the logo type. Logo variations 4 through 10 showcase my progress with this idea. I eventually chose to proceed with variation number 9 as it resembles a stylized letter “P”. As for the typography in the logo, I wanted a sans serif font that was simple and clean that would support the logomark, while not being too strong and overpowering the overall logo design.
logo development Final Logo Examples
“Because we can’t always think straight.”
Final logo decisions LOGOMARK: Abstracted Yin-Yang symbol to create a stylized “P” FONT CHOICE: Helvetica (Bold, Regular, Light, Light Oblique) COLOR CHOICES: Purple and Black (See Style Guide Section for more details) TAGLINE: “Because we can’t always think straight.” (Must always be proportionate to the line under “Pride”) NOTE CONCERNING LOGOMARK: The logomark directly coincides with the word “Pride” in that the circle over the letter “i” references the hole in the logomark. Thus, the circle and logomark must always be the same color.
print development
2.3
MUST HAVES FOR PRINT!
• Strong imagery • Good contrast control • Use of brand colors • Supporting typography Logo must be used and •adhere to the style guidelines.
Tagline should only be used if •it supports the designs message.
Because we can’t always think str
t h aig Learn more at
www.pridefoundation.org
2.4
website development
WEB EXAMPLE 1
WEB EXAMPLE 2
MOBILE WEB EXAMPLE 1
MOBILE WEB EXAMPLE 2
style 3.0
guide
3.1 Pride Foundation seeks to put an end to discrimination, and fight for LGBT rights and equality. To aid is this pursuit, their “voice” needed to be changed. The organization’s new voice is one full of empowering thoughts and ideals. It is positive, caring, and overall HUMAN. By using this new tone of voice for their campaign, Pride Foundation can reach both supporters of LGBT equality, those who may be on the fence about supporting, and even those who willing do not support
brand voice equality. This will not only aid in nationalizing the Pride Foundation brand, but also in influencing a change in our society. Everyone deserves to be treated equally, as we are all human beings with blood running through our veins, so equality shouldn’t be such a complicated notion. Pride Foundation’s new brand ideals of Pride, Love, and Support will be a constant factor in this new rebrand campaign, and will be seen throughout any and all designs for this project.
imagery The imagery used in the Pride Foundation rebrand campaign is very positive and uplifting, so that it may be used to coincide with the brand voice, and ideals of Pride, Love, and Support. Showcasing this type of imagery will evoke emotions in viewers, as they establish subconscious connections with each other and begin to view the LGBT community as an actual community in today’s society; one full of people who deserve equality.
3.2
Pride Purple (Light) R134 G2 B232 C66 M83 Y0 K0 #8602e8
brand colors
Pride Purple (Dark) R75 G4 G107 C82 M100 Y22 K20 #4b046b
Black R0 G0 B0 C88 M76 Y69 K96 #000000
White R255 G255 B255 C0 M0 Y0 K0 #ffffff
typography Helvetica BOLD
Helvetica REGULAR
“Because we can’t always think straight.”
Helvetica LIGHT/LIGHT OBLIQUE
3.3 IT IS OKAY TO
Use the logo with/without the tagline, or logotype. The logomark can be substituted for its flat one color version but it must be one of the four brand colors. The dot over the “i” in Pride must always be the same color(s) as the logomark. The entire logo can be used in a solid one color format using one of the four brand colors. The minimum size for the logo is 1 inch in width, or 72 pixels if on screen. The minimum clear space around the logo is the height of the “e” in Pride. The clear space starts at the tips of the logomark, and at the far ends of the complete logo itself. In cases where the logomark is used alone, the clear space is determined as the width of the logomark itself.
“Because we can’t always think straight.”
logo standards IT IS NOT OKAY TO
Distort the logo in anyway - as by using any color other than the four brand colors, applying a gradient, distorting the logo, removing/displacing any of the logo elements, (The line separating the logotype must never be the same color as the base of the logomark unless the entire logo is one solid color), or placing the logo on top of an overly complicated background.
final 4.0
designs
4.1 When designing the website and mobile website, I kept the users in mind. I wanted to develop prototypes that were simple and clean, while still utilizing all of the brand colors. The main webpage has a simple drop down navigation menu. The content which includes stories and links to other parts of the website, scrolls within the top navigation bar and the bottom bar. This provides a means for users to easily access current information and distinguish newer stories from older ones. To provide consistency and allow users to easily access Pride Foundation’s other sites, the thumbnails above the navigation bar are seen throughout every page. The mobile site was also designed with ease of access in mind. By creating a simple and clean layout where users can just click on a link and be directed to whatever information they are looking to find, I can ensure that the user can easily relate the same ease of access on the main website.
website
Back to home screen
Who are we? Where are we? What do we do? What can you do? Become a member
What can you do? Bring PF to you Come see PF in action Donate to PF Tell a friend
4.2
Pride Foundation Pride Foundation posted a new photo.
Because I love... A new print ad series. PHOTO
social media and blog
To ensure that this campaign is successful in its goals to nationalize its campaign, reach and even broader audience, and keep this new audience informed about Pride Foundation, its efforts and other LGBT related topics, as social media campaign needed to take place. Using social networking sites such as Facebook, Instagram, and Twitter, Pride Foundation can reach a national audience with the press of a button. These sites are a valuable asset to this campaign project, as they are relatively easy to keep up to date, and can be accessed across a multitude of platforms, from
computers to smartphones, tablets, and even televisions and video game consoles. Another site that was used in this campaign is the blogging site, Tumblr. Using this site gives the organization a means of posting an unlimited amount of information regarding LGBT related topics, while also advertising and marketing itself and the main website. A social media campaign such as this will ensure that both supporters and potential supporters can access Pride Foundation at any given time, no matter where they are, or how they choose to access any of these sites.
print ads
4.3
After the transition there is still life to live. I still have my career goals. I still have my family goals; I want to have more kids. I would rather focus on those things than what’s down there. Carmen Carrera (formerly Christopher Roman)
Because
Because
I love him
The print ads and merchandise for the campaign are practically self explanatory. The ads will have a wide range in the content being shown, so that they can be successful in showing the wide range of humanity in the LGBT community, while also emphasizing on the ideals of pride, love, and support.
I love her
I developed a few prototypes of some apparel designs for the campaign. The shirts are all unisex so that they can be worn by anyone regardless of sexual orientation or gender identity. Furthermore, I chose to create a backpack because it is one of the few non-gender specific items that can be produced easily.
4.4
merchandise
references 5.0
5.1
image references
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5.2
research references
AEI Public Opinion Studies. (Mar 2013). Polls On Attitudes On Homosexuality & Gay Marriage. Retrieved from http://www.scribd.com/doc/131666438/Polls-on-Attitudes-on Homosexuality-Gay-Marriage American Enterprise Institute. (Mar 21, 2013). Polls On Attitudes On Homosexuality & Gay Marriage, March 2013. Retrieved from http://www.aei.org/outlook/politics-and-public opinion/polls/polls-on-attitudes-on-homosexuality-gay-marriage-march-2013/ Brenner, J. (Aug 5, 2013). Pew Internet: Social Networking (Full Detail). Retrieved from http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx GLAAD. (2013). Endorse #SpiritDay. Retrieved from http://www.glaad.org/spiritday/endorse Kylander, N. & Stone, C. (2012). The Role Of Brand In The Nonprofit Sector. Retrieved from http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector Pew Research Center For The People And The Press. (Jul 1, 2013). Public Divided Over Same Sex Marriage Rulings. Retrieved from http://www.people-press.org/2013/07/01/public divided-over-same-sex-marriage-rulings/ Philanthropedia. (2012). Ranked Nonprofits: Local LGBT Equality And Support 2012. Retrieved from https://www.myphilanthropedia.org/top-nonprofits/local/lgbt-equality-and-support/2012#non-profits Pride Foundation. (2013). What We Do: Initiatives. Retrieved from http://www.pridefoundation.org/what-we-do/initiatives/ Pride Foundation. (2013). Who We Are: Our History. Retrieved from http://www.pridefoundation.org/about/history/
“Because we can’t always think straight.”