Page 1


Table of Contents 1.0 Research 3.0 Style Guide 1.1 Abstract 3.1

Voice & Tone

1.2 Research Paper 3.2 Appropriate Imagery 1.3 Communication Audit 3.3 Approved Color Pallet 1.4 Creative Brief 3.4 Logo Specifications

2.0 Campaign Project Objective

4.0 Stationary Packet

2.1 Target Population 4.1

Digital Media

2.2 Design Research 4.2 Advertisements 2.3 Logo Development 4.3 Promotional Items


1.0

Research


“Train a child

in the way he should go, and when he is old he will not turn from it.” Proverbs 22:6 NIV

ABSTRACT 1.1


1.1 The Boys and Girls Club of America is a non profit organization that has been in existence for decades. It all began with the passion of two women who was disheartened with the fact that young boys in their community were hanging in the streets because they had nothing else to do. From that, they birthed an organization that began at one central location in Connecticut and later launched into locations throughout the United States.

ABSTRACT The mission is to provide a safe place for children to play, laugh, and learn how to become effective leaders. As the program grew from one location where only sports were played, it has since become an afterschool program that provides tutoring, technological instruction, health education, mentoring, and sports year long. Clearly understanding the needs of most of the youth within the program birthed classes for parents as well who were in need of guidance of how to become a better and effective parent. One of my objectives for this campaign for this project is to expand the program so that concentration can be given to high risk youth who are in danger of being incarcerated.

ABSTRACT 1.1


"The only way to discover the limits of the possible is to go beyond them into the impossible." Arthur C. Clarke


1.2

RESEARCH PAPER


My research will explore, review, and illuminate methods in which the Boys & Girls Club of America can have a better connection with the community in which they provide services. They are a non-profit organization that offers after school and summer programming to children from 5 – 18 years of age. Their programming includes academic, technical, empowerment, and leadership skills. They also offer services to parents of the youth members where they offer parenting classes and GED programs for parents who have not completed their high school requirements. The Boys & Girls Club of America are recognized for having a long standing reputation for making an significant impact on young lives and communities at large. It is my sincere hope that in my research, I will be able to create strategies in which the Boys & Girls Club of America can make their presence in the community more visible and approachable for children and families who are in desperate need of their services. In particular, my hope is to provide the

tools it will take to reconstruct the program to meet the need of their communities that have an exceedinly high rate in gang and criminal activity. While expanding their efforts, the Boys & Girls Club of America would be able to collaborate with neighboring agencies who would be able to assist in the effort by providing a continuum of assistance and motivation for the family all around and provide safer neighborhoods in which the same families would be proud to reside in. By increasing their presence in the social media arena and via advertisement. he Boys and Girls Club of America has been using their current logo since 1980. It is a simple blue and white image of two hands holding onto one another. It is one that depicts oneness, togetherness, and community. With the campaign broadening the scope of people they will be serving, it would befitting to design a logo that will encompass youth and families from all walks of life; from the lower class to middle class.

RESEARCH PAPER 1.2


Although Boys and Girls Club of America is particular with changing of their main logo, they have, however, allowed for sub titles and logos to be used for programs that fall under the program. It would make good business sense to create a logo as a subheading to the organization itself. The media that has been selected for this campaign is to expand through the venue of social, commercials, print, and interactive media. Through social media, Boys and Girls Club of America can actively update users of upcoming events and achievements of their members as they progress through the program. t’s an inexpensive method to engage people throughout the world.

fun, learning technology and marketing skills all under one roof. “We’re trying to get a broader awareness of our commitment to digital literacy. People know our name but they don’t necessarily know what we do,” (NY Times). This will not only educate the community on their works but it will give the youth the know how of what it takes to maintain an organization such as the Boys and Girls Club of America. The commercials displayed on television would be one of relevance and a call to action. With a 30 second spot, the commercial would be filmed out of a black and white urban neighborhood with an appearance of hopelessness. youth, which is to prepare them for their adulthood. “In the world of branding, creativity doesn’t require reinventing the wheel, but simply thinking in fresh ways”(Neumeir, M.). This all would be incomplete if there was no voice attached to this picture. Felton states that voice is the brand’s image as expressed in language.

This method of technology could be taught to the youth. This will enable them to learn how to integrate having

RESEARCH PAPER 1.2


1.3

Com munication Au dit The single biggest problem in communication is the illusion that it has taken place. George Bernard Shaw


Programming

Computer Technology Tutoring Basketball Mentoring Photography

Value Proporations

Competitive Landscape

Meet the need of youth

minimal registration fee

Raise standards

strategic location

Encourage them to reach potential

parental skill program

RESEARCH 1.3


Key Points Differentiation Reducing Violence Collaboration with local agencies Central base for youth in communities Unlimited growth

Brand Mission Reducing Violence Collaboration with local agencies Central base for youth in communities Unlimited growth

RESEARCH 1.3


The one dr innovation successful and fun.

A.Blanton CEO


1.4

riving force to creativity, n and quality among truly companies is playfulness

Godfrey, Chairman and O of Juran Institute

Creative Brief


CREATIVE BRIEF 1.4


The Boys and Girls Club of America is a non profit organization that has been in existence for decdades. It all began with the passion of t w o wome n w h o were d i s hartened with the fact that young boys in their neighborhoods were hanging

in the street because they had nothing else to do. From that, they birthed an organizaiton that began at one central location in Connecticut and later branched into locations throughout the United States. The mission is to provide a safe place for children to play, laugh, and to become leaders. As the program grew from being a place where sports were played to becoming an afterschool program that assists children with their homework and their studies, to becoming a summer school program for

youth so that they will have a continuum of activities throughout the year. As time went on, the more areas that are high in crime were in need of programs that would enable parents to become better parents. This project is designed to expand programming in areas that would have a positive impact on the children and community. In particular, to help reduce gang violence and recidivism amongest the youth by providing them with structure, fun, and stability.

CREATIVE BRIEF 1.4


1.5

SWOT Analysis


SWOT ANALYSIS 1.5


STRENTGHS Longevity Stable financial history Community based Safe environment for youth Meeting youth’s needs

WEAKNESSES Media Presence Adequate Membership Monitoring Finances Non Existent Internal Audits

Programming

THREATS

OPPORTUNITIES

Unethical and unprofessional staff

Recognition of staff

Gang violence

Additional funding

Bullying amongest youth Youth use of illegal substan Drug Abuse

Collaboration Empower youth Safe Fun

SWOT ANALYSIS 1.5


2.0

Campaign Project


CAMPAIGN PROJECT 2.0


The objective to my campaign project is to rebrand the Boys and Girls Club of America and to take more aggressive steps to reduce gang activity within the inner city neighborhoods. by doing this, we will collaborate with neighboring local organiza-

tions to bridge the gap of youth who are lost and misguided in the ost disadvantage commuity. The purpose of doing this is to make BCGA the nucleaus of collaborating networks that will extend to every home within the community and to colletively provide continual services and programming for our youth following them to adulthood. This will be achieved by intergrading innovative marketing strategies that will display another perception of the Boys and Girls Club and what lengths they would go to in order to produce great children that would in turn become great adults.

CAMPAIGN PROJECT 2.0


Once you choose hope, anything's possible. ~Christopher Reeve

TARGET POPULATION 2.1


2.1

TARGET POPULATION

3,954 chartered clubs and facilities including the following: 1,265 schools 356 BGCA school affiliated youth centers 316 public school housing 6% are 5 years and older 43% are 6 - 10 years old 19% are 11 - 12 years old 20% are 13 - 15 years old 12% are 16 years and older 55% are male 45% are female

ETHNICITIES Caucasian 36% African American 28% Hispanc/Latino 23% Multi Racial 7% Asian American 3% Native American 3 %

TARGET POPULATION 2.1


2.2

Design Research


Moodboard/Toolbox


The moodboard is designed to give a visualation of what one’s brand essence portrays. For the Boys

RESEARCH DESIGN 2.2


s & Girls Club, this moodboard depicts energy, unity, fun, achievement, sportsmanshp, and growth.

RESEARCH DESIGN 2.2


a , p l e h tle t i l a s i d e e b e o n h s w d y ki d o b e "All m so d n a e p little ho eves in them." li on s n h o J " c i g a M Earvin "


2.3

Logo Development


to s g n o l e eb r u t u f e e h t n i "Th e v elie b o h w ." those dreams ir

e h t f o y t beau

velt

oose R r o n a Ele

RESEARCH DESIGN 2.2


Developing a unique brand for the Boys & Girls Club was a challenge in that it needed to express all of the components described in the abstract. It needed to portray diversity, empowerment, fun, excitement, unity, and growth.

G i r ls C l

u b of A me r i c a

Boy

d s an

Girls

Boys

Diversity

Unity

Fun

Growth

Excitement

RESEARCH DESIGN 2.2


3.0

Style Guide


“The race i the strong to the end.


Brand & Tone The brand and tone of voice is that unheard sound that reflects off of a company’s product and/or service. It sets the atmosphere for the consumer, this is what marketing is all about. Captivating your audience with the tools that are used to attract their attention is what’s defined as the tone or voice of a brand. For my campaign, my logo’s design is created to draw the attention of youth from diverse backgrounds. The strategy is to persuade them to think that if they become a part of the Boys and girls club, they will be able to feel the same energy that bounces off of the logo.

isn’t given to the swift or - but the one who endures .” Eccleasiates 9:11 KJV


The images selected should be indicative to the brand elements of the Boys and Girls Club. the image’s focal points are of fun, learning, mentoring, team work within an environment that does may not necessarily provide for the youth. The consumer should be able to emotionally connect with the brand.

STYLE GUIDE 3.0


Appropriate Imagery

STYLE GUIDE 3.0


STYLE GUIDE 3.0


Color Palette In order to create a visual design and a unique brand essence, a color palette is essential in that it distinguishes one’s brand apart from others.

C 100% M 100% Y 100% K 100% C 75% M 5% Y 100% K 0%

C 75% M 5% Y 100% K 0% C 0% M 0% Y 100% K 0%

C 15% M 100% Y 100% K 0%

STYLE GUIDE 3.0


STYLE GUIDE 3.0


Logo Specifications

While conducting research for the Boys & Girls Club and reviewing their logo of the interlocking hands, we realized this logo is in need of a makeover. The Boys & Girls Club is known for providing a safe, fun, and learning environment for youth for over a hundred years. As each generation of youth develops into young adulthood, this program has the opporunity to change lives and help them become the best individual they can be.

Redesigning the logo will be one of the tools to represent that concept. The star, the blazing colorful

sparks, and children sprinting together in the same direction is to reflect the average young person has the potential to become great beyond their wildest dreams if they shoot for the stars.

ORIGINAL LOGO

L: 1

.872

in.

REDESIGNED LOGO

4

313

L:2.

Extraordinary Children Become Extraordinary Adults

8 in

.

Ă&#x;oys & Girls Cl

ub

0.0 0.2 0.4 0.6 0.8 1.0

L: 1

65 .95

in.

STYLE GUIDE 3.0


STYLE GUIDE 3.0


Logo Variations The diverse logo styles will be used for specific situations such as print, web, and promotional product.

NEW REDESIGNED LOGO W H

2.2462 6.66667

Extraordinary Children Become Extraordinary Adults

LOGO WITHOUT FLASH

W H

2.2462 6.66667

Extraordinary Children Become Extraordinary Adults

PLAIN LOGO W H

2.2462 6.66667

STYLE GUIDE 3.0


Colors are the smiles of nature. ~Leigh Hunt

STYLE GUIDE 3.0


Logo Colors

The colors selected for the logo are consistent with the brand essence. for the Boys and Girls Club of America. The various colors demonstrate energy, diversity, fun, and excitement.

C 85% M 100% Y 41% K 43%

C 0% M 58% Y 98% K 0%

C 4% M 98% Y 100% K 1%

C M Y` K

C M Y K

75% 68% 67% 90%

32% 8% 100% 0%

STYLE GUIDE 3.0


Logo Usage When creating a logo, there must be consistency is it’s intended marketing purposes. Changing the logo on a regular basis weakens the branding for the company.

Don’t Do This

B O YS &

S R L G I

Do This

ßoys G& r Girls Cl

ub

0.0 0.2 0.4 0.6 0.8 1.0

Extraordinary Children Become Extraordinary Adults

Extraordinary Children Become Extraordinary Adults

BOYS

&

GIRL S

Extraordinary Children Become Extraordinary Adults

STYLE GUIDE 3.0


Stationary In order to maintain the brand essence and to maintain consistent visual identity, it is important to demonstrate the same energy throughout each component produced for the brand.

Margin 0.2 in.

Margin o.5 in.

285 Liberty Street Newburgh, NY 12550

STYLE GUIDE 3.0


4.1

Digital Media


The website’s designed for simplicity and easy navigation for the end user. The bright colors and energy it displays is to exude the same type of energy the program provides for the memebers of the club.

DIGITAL MEDIA 4.0


DIGITAL MEDIA 4.0


The concept for the motion graphics piece of the project was to convey the message that although one’s situation may look grim and hopeless, there is still a chance of rising above these obstacles by becoming a part of the Boys & Girls Club. The programming they provide will equip the youth to become successful leaders no matter what path they take.

DIGITAL MEDIA 4.0


MOTION GRAPHICS

DIGITAL MEDIA 4.0


ADVERTISEMENTS 4.2


4.2 There was one font used for this add with two different sizes. This was to draw emphasis on the tagline “Extraordinary Chilren Become Extraordinary Adults” which was in Bolton Shadow at 26 pt. The subheading provides the website’s information which was at 14 pts.

Advertisements The Boys & Girls Club Extraordinary Children Become Extraordinary Adults

ßoys

Girls C lu

b

Logo Placement The logo was strategically placed in the rear so that it will give off the affect of a star in the sky and possibly the youth thinking about becoming a star at the Boys & Girls Club. Imagery The image selected was enlarged to project an emphasis to our target audience.

Can’t Think of A Better Place To Grow. Give A Call To Our Office and Find Out How To Make It Happen or visit our website. Phone: 845.555.1212 website: www.bgca.org

ADVERTISEMENTS 4.2


Extraordinary Children Become Extraordinary Adults

Can’t Think of A Better Place To Grow. Give A Call To Our Office and Find Out How To Make It Happen or visit our website.

Phone: 845.555.1212 website: www.bgca.org

ADVERTISEMENTS 4.2


ADVERTISEMENTS 4.2


These promotional items show the materials where is acceptably used. The color of the fabrics used ment the logo. Bright colors will accentuate the and illuminate the colorful lettering embossed in

the brand must copliblack star the logo.

Baseball Caps

T-shirts

PROMOTIONAL ITEMS 4.3


4.3 Promotional Items

Backpack

Traveling Coffee Cup

PROMOTIONAL ITEMS 4.3


REFERENCES

    http://atlanticauctions.ca/images/children-­‐playing-­‐together-­‐at-­‐school-­‐i6.jpg     http://www.communityjournal.net/wp-­‐content/uploads/2011/08/100_3728.jpg     http://www.nyrrfoundation.org/about/photos/images/2008/wellness_jamboree/ 08WellnessJamboree_07.jpg     http://0.tqn.com/d/create/1/0/U/_/E/-­‐/IMG-­‐4859-­‐0178.jpg   http://www.stretchingsa.co.za/wp-­‐ content/uploads//2012/09/kidsplayingsoccer.jpg     http://www.intel.com/content/dam/www/program/education/us/en/images/co mputer-­‐clubhouse-­‐3-­‐1.jpg/_jcr_content/renditions/cq5dam.webintel.960.320.jpg   http://fc00.deviantart.net/fs70/f/2012/174/7/b/blackboard_chalk_by_raindart-­‐ d54a326.jpg     http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CI/CI/images/IPDC/la_ voz_de_los_campesinos.jpg     http://upload.wikimedia.org/wikipedia/commons/thumb/c/c8/Turner_Creek_Par k_field_-­‐_Hillsboro,_Oregon.JPG/1280px-­‐Turner_Creek_Park_field_-­‐ _Hillsboro,_Oregon.JPG     http://her.ie/uploads/media/story/0001/05/thumb_4659_story_large.jpg     http://farm9.staticflickr.com/8292/7790846712_e61e6e2351_z.jpg     http://www.cheatcc.com/imageswii/eaplayground_7a.jpg     http://bruceclaryinsurance.com/child.jpg     http://spotlight.macfound.org/images/uploads/DYN_girls.jpg     http://www.google.com/search?hl=en&tbo=d&tbm=isch&tbs=simg:CAQSXRpbCxC o1NgEGgIICAwLELCMpwgaNAoyCAESDLQHswfuBbAE4wWtBBog1FxXOLpQu7fkun 90biiW2KhASGtU9tN8uGycT7v4ssYMCxCOrv4IGgoKCAgBEgQrMdk0DA&sa=X&ei=I xynUPHmAqT10gGuyYGACw&ved=0CCcQ2A4oAA&biw=1440&bih=758&q=movie %20screen%20curtains&orq=movie+screen+curtains+&ortbs=simg:CAQSXRpbCxC o1NgEGgIICAwLELCMpwgaNAoyCAESDLQHswfuBbAE4wWtBBog1FxXOLpQu7fkun 90biiW2KhASGtU9tN8uGycT7v4ssYMCxCOrv4IGgoKCAgBEgQrMdk0DA     http://www.wranter.com/wp-­‐content/uploads/2012/04/kids-­‐reading-­‐paper.jpg  


Final Project  

final project

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