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01  Unleashed The objective here was to create a complete brand system for a non-profit organization. My solution was Unleashed is a non-profit organization, created to serve all families in need of service dogs, especially those who have children with Autism. The company has a mission to take the time to change people’s lives, and portraying the mission of this organization was the best way to communicate the feeling behind the brand.


Unleashed Print Applications


Unleashed Environmental Applications


Unleashed Product Applications 


Unleashed Digital Experience


Unleashed Digital Experience


AUTISM SERVICE DOGS

CHANGING CHILDREN’S LIVES

While smaller organizations are attempting to duplicate our services, Unleashed remains the organization that many autism groups both at the national and local levels recommend to their families. We receive hundreds of calls each year by referrals from these various groups.

BRAND.........................................................................................................7

DID YOU KNOW?

IDENTITY..................................................................................................15

Males are four times more likely to have an Autism spectrum disorder than females.

MOBILITY ASSISTANCE DOGS

BENEFITS FOR YOUR CHILD

Figure 1.12

Figure 1.11

MULTIPURPOSE DOGS

BUSINESS SYSTEM..............................................................................41

SERVICE DOG PLACEMENT

APPLICATIONS.......................................................................................51

We specialize in placements with people who are turned away by many other agencies. We have no eligibility requirements beyond a physician’s statement that the person requesting a service dog has a disability as defined by the Americans with Disabilities Act of 1990. We find creative, innovative means of assisting people with severe disabilities with solutions.

85%

ADVERTISEMENTS...............................................................................75

OF OUR SERVICE DOGS ARE RESCUES

PROCESS.................................................................................................83

NO ONE IS TURNED AWAY

WHO WE ARE We are a non-profit organization dedicated to providing anyone who comes to us the use of a service dog which meets their specific needs. We are dedicated to taking time and changing lives.

Often times people with disabilities contact agencies that place service dogs only to be told they are “too disabled” or “not disabled enough” and are turned down. Also, parents trying to find service dogs for their children quickly discover that many agencies will not place service dogs with children. In addition, many agencies won’t place service dogs in homes where there are other pets, and state that if they want a dog they have to get rid of their current pet companions. We are different and strive to accommodate all.

Digital Inside View

Autism produces a variety of symptoms many of which may be mitigated through use of a Service Dog. Rhythmic (repetitive) behaviors are a hallmark symptom of Autism. Even in high functioning children, it can be nearly constant. Repetitive behavior may seem like a harmless symptom, but how can a child make friends and feel normal when he can’t stop flapping his hands in front of his face? Service dogs may be trained to physically interrupt the child from engaging in these repetitive behaviors and re-direct their attention elsewhere.

HEARING SERVICE DOGS

MULTIPURPOSE SERVICE DOGS

SEIZURE ASSISTANCE DOGS

Many of the families who come to Unleashed do so asking if we can help their child who may have a disability not addressed by any of the service dog agencies they have located. We understand and cater to the unique needs of each child.

Our training falls into Seizure Assistance Dogs and Seizure Assistance Dogs with facilitated Alert Training. These dogs provide emotional support, and physical help to a person who has a seizure disorder.

While some children, for example children who have only the diagnosis of Autism, fit clearly into a specific type of service dog, (The Autism Assistance Dog), many families have children with multiple issues, or diagnoses that do not seem to be addressed directly in the typical service dog categories, for example Down’s Syndrome, Fragile X, Apraxia, ADHD, a variety of mental health diagnosis, life threatening medical illnesses such as cancer, and medically frail children to name a very few.

Dogs learn to respond to verbal and hand signals and are taught to work for toys and affection. They are trained to make physical contact and lead their teammates to the source of the sound.

60%

OF OUR APPLICANTS ARE FOR AUTISM SERVICE DOGS

For people with hearing impairment, the absence of sound can be life-threatening! A fire breaks out during the night and the fire alarms, placed to save lives, are useless to the person with a hearing impairment. Most likely they would not wake up in time to escape the flames. Now, picture the same scene above, only this time the person with a hearing impairments has a Signal/Hearing Ear Dog. The alarm sounds and the dog springs into action. Quickly the dog awakes the person.

We are growing, our current facilities are capable of accommodating and producing 60 dogs a year. We receive at least 10 applications a month and 60% of the applications received are for Autism dogs.

SOLID BLACK MARK

PROGRAM BROCHURE

Black and white color treatment of the mark. When the mark appears in black and white a 100% Black is to be used accompanied by a 70% black for the “e’s”.

A solid 100% black mark is available to use in appropriate applications. These applications may include situations when the two colors in the primary mark do not show up well on top of the application.

This brochure uses a stair step approach to present information pertaining to the service dog programs offered at Unleashed. An overview of the program along with some statistical information can be seen. To maintain brand standards, photography became a large portion of the brochure.

Unleashed Identity | 27

SERVICE PROGRAM GUIDE

Digital Inside View

These dogs are valuable assets for the person returning to the work force or school because they decrease dependence on other people. When the dog-human team is out and about in the community, a definite change in the way the general public perceives disability, is readily seen. Founder Karen Shirk says, “As a person who has a Mobility Assistance Dog partner. I have often said that Ben makes my disability invisible. Before I had Ben, no one would approach me to start up a conversation and in stores people went out of their way to avoid me. Now, with Ben at my side, it could take me an hour just to get milk, because of everyone stopping me to inquire about Ben.”

TAKING TIME. CHANGING LIVES. www.unleashed.org

While some children, for example children who have only the diagnosis of Autism, fit clearly into a specific type of service dog, (The Autism Assistance Dog), many families have children with multiple issues, or diagnoses that do not seem to be addressed directly in the typical service dog categories, for example Down’s Syndrome, Fragile X, Apraxia, ADHD, a variety of mental health diagnosis, life threatening medical illnesses such as cancer, and medically frail children to name a very few.

60%

BLACK & WHITE MARK

The Seizure Service Dog can provide a measure of comfort for the child, provide a distraction during unpleasant medical procedures, such as blood tests be used during a therapy session to enlist the child’s participation. In addition, children with seizures may be afraid of being alone, sleeping in their own beds, and engaging in activities because they might have a seizure. In these instances, dogs can give the children a little courage while helping them maintain their independence and lead more normal lives.

OF OUR APPLICANTS ARE FOR AUTISM SERVICE DOGS

“Service dogs love their person in a way that most can not fathom. The bond shared is unbreakable when a match is truly right.”

“We strive to always create strong connections from the start. You do not find your service dog, your service dog finds you.”

While children are not mature enough to participate in the intensive training process needed for the successful placement of the Seizure Response Dog (which is what the agencies that do not place with children train), the benefits of having a dog as a companion and friend are priceless.

FEELING ACCEPTED AGAIN Mobility Assistance Dogs increase the independence of a person who uses a wheelchair, has trouble standing, and/or with ambulating. They perform tasks such as retrieving dropped items and opening doors.

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Unleashed was the first agency to begin placing skilled autism service dogs and continues to be the largest organization in the United States and the only organization placing in other Countries autism assistance dogs.

Table of Contents

Company Profile...............................................................................................9

Business System.............................................................................................44

Target Audience..............................................................................................10

Letterhead.....................................................................................................48

Brand Awareness............................................................................................13

Envelope.......................................................................................................49 Business Cards..............................................................................................50

While children are not mature enough to participate in the intensive training process needed for the successful placement of the Seizure Response Dog (which is what the agencies that do not place with children train), the benefits of having a dog as a companion and friend are priceless. The Seizure Service Dog can provide a measure of comfort for the child, provide a distraction during unpleasant medical procedures, such as blood tests be used during a therapy session to enlist the child’s participation. In addition, children with seizures may be afraid of being alone, sleeping in their own beds,

Close Up Inside View

Unleashed Identity | 5

Unleashed Identity | 65

Unleashed Identity | 43

Unleashed Identity | 7

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Figure 1.1

“Allowing a person to feel like they can live again, giving the feeling that nothing in the world is holding them back, that is our mission.”

Figure 1.2

Mary Sage,

Unleashed seeks to educate the public to accept the use of service dogs in public places, as well as assist with animal rescue whenever possible. 85% of the dogs used in our service dog program are rescues. We also seek volunteers to assist in all areas of the day to day operations of the agency as well as serving on committees to assist in marketing and fund-raising. Here at Unleashed we desire to have volunteers in order to keep the costs associated with service dog placement down. Ultimately seeking to be financially independent and have funds available to clients who are not able to participate in the fundraising process. One of our organization’s visions is to increase public awareness of the laws regarding service animals and the value they provide their owners. Education programs create a large portion of the organization. Taking service dogs out to schools, hospitals, and various public locations to familiarize people with our service dogs organization.

Unleashed Identity..........................................................................................17

This experience will not only change your life, but by volunteering to be a foster home you are changing the life of someone in need.

Taglines.........................................................................................................18

Thank You,

Primary Mark................................................................................................20

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Mark & Tagline..............................................................................................21

Karen Shirk

Program Marks.............................................................................................23

Figure 1.20

Secondary Mark............................................................................................24 Figure 1.19

UNACCEPTABLE COLOR TREATMENT The color treatments seen above are not to be used on the Unleashed mark. These color changes do not include all unacceptable colors. Secondary colors are not to be used together and no outlined colors are allowed.

PRIMARY MARK

PRIMARY MARK & TAGLINE

A typographic mark is used for the primary identity. The feeling portrayed with the organic typeface gives the viewer an inviting feeling, while still providing a strong visual identity. The break seen in the “e’s” represents the bond between a person and their service dog. Giving the feeling of a person breaking away from a disability, while still being different physically, or mentally but feeling a part of the whole is visually seen in this identity. The “e’s” are almost being “unleashed” from the word, symbolizing how a person can forget about their disability with a service dog.

To Further the Unleashed Identity to those who may not be familiar with our organization in many instances our tagline is used as a description. “Taking Time. Changing Lives.” Helps to explain who we are and what we are all about. Unleashed is proud to not turn anyone away who comes seeking help.

1 in

Tertiary Mark................................................................................................25 Black & White...............................................................................................26

4646 South Divison Wayland, MI 49348 | 616.877.0248 | www.unleashed.org

S.

Solid Black...................................................................................................27

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Size Restrictions............................................................................................29

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Unacceptable Treatments...............................................................................30 Color Scheme................................................................................................32

Secondary Colors...........................................................................................35

PATTERNS

BUSINESS SYSTEM

The Unleashed brand uses a single pattern in some applications. This pattern is composed of the multipurpose service dog symbol. Multipurpose service dogs can reach any applicant who applies, so using this symbol makes the most logical sense. This pattern can be used in the two primary colors only.

The Unleashed business system is simple, yet clearly communicates the brand. The use of the primary color orange ads a pop of color and calls attention to the letterhead as well as the envelope. Grey is also used within the business cards. This system as a whole is very cohesive and consistent.

KAREN SHIRK, Program Director

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4646 S. Divison, Wayland, Michigan 49348 (616) 877– 0247 | karenshirk@unleashed.org

Unacceptable Color.......................................................................................36

Unleashed Identity | 21

LIVE

GI

Clear Spacing................................................................................................28

Primary Colors..............................................................................................34

Unleashed Identity | 37

4646 S. Divison Wayland, MI 49348

Our foster homes and puppy raisers do so on a voluntary basis, and we would like to thank you for volunteering. We want you to know there is no expense to your home. We provide all veterinary care, dog food, and other expenses such as monthly heartworm preventative and flea control. If the dog placed is one that needs grooming we will also provide reimbursement of the cost. All expenses must be approved in advance. Expenses can be met by obtaining the needed items and submitting them for reimbursement or the home may choose to let us know when they require the necessary services of supplies and pick them up at our training center.

Unleashed Identity | 15

THE WORLD THROUGH A DOG’S EYES

Unleashed Identity | 45

Unleashed Identity | 39

LEASHED

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,NNK*E#)*M$P “A dog does not judge, care what you look like, or scrutinize your every move, through a dog’s eyes, all you see is love.”

2.75 in Mary Sage, Our foster homes and puppy raisers do so on a voluntary basis, and we would like to thank you for volunteering. We want you to know there is no expense to your home. We provide all veterinary care, dog food, and other expenses such as monthly heartworm preventative and flea control. If the dog placed is one that needs grooming we will also provide reimbursement of the cost. All expenses must be approved in advance. Expenses can be met by obtaining the needed items and submitting them for reimbursement or the home may choose to let us know when they require the necessary services of supplies and pick them up at our training center. Unleashed seeks to educate the public to accept the use of service dogs in public places, as well as assist with animal rescue whenever possible. 85% of the dogs used in our service dog program are rescues. We also seek volunteers to assist in all areas of the day to day operations of the agency as well as serving on committees to assist in marketing and fund-raising. Here at Unleashed we desire to have volunteers in order to keep the costs associated with service dog placement down. Ultimately seeking to be financially independent and have funds available to clients who are not able to participate in the fundraising process. One of our organization’s visions is to increase public awareness of the laws regarding service animals and the value they provide their owners. Education programs create a large portion of the organization. Taking service dogs out to schools, hospitals, and various public locations to familiarize people with our service dogs organization.

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.5 in Dog Identifiers.........................................................................................54

This experience will not only change your life, but by volunteering to be a foster home you are changing the life of someone in need.

Thank You,

UNLEASHED

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Product Lines..........................................................................................57

4646 S. Divison Wayland, MI 49348

UNLEASHED

Apparel....................................................................................................59

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Stages Handout........................................................................................60

Karen Shirk

Program Brochure.....................................................................................64

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Autism Mailer..........................................................................................67 Autism Awareness.....................................................................................69

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Postcards................................................................................................70

4646 South Divison Wayland, MI 49348 | 616.877.0248 | www.unleashed.org

1 in

Website Design.........................................................................................72 Inside The Website....................................................................................75 Social Media............................................................................................77 I-phone Application...................................................................................78

LETTERHEAD

ENVELOPE

The grid in the letterhead allows the mark to sit independent with the proper clear space between the mark and body of the letter. The contact information is placed on the bottom of the letterhead allows the read to see it clearly without distracting from the content of the letter.

The inside of the envelope is converted with the brand pattern, which not only adds a personality, but serves security purposes for the content inside. The front includes the brand mark. All business system materials are preferred to be printed on Mowhaw Options Crystal White 70lb Text.

Application Uses......................................................................................81

MAGAZINE ADS Unleashed wants to reach as many people as possible who are in need. To reach the target audience specific magazines are targeted. Many ads placed in these publications are thanks to our sponsors. Local first, is another philosophy of Unleashed. Reaching out to the surrounding communities is important.

Unleashed Identity | 49

Unleashed Identity Manual

Unleashed Identity | 53

Unleashed Identity | 85

IDENTITY ITERATIONS

IDENTITY ITERATIONS

DOCUMENTING PIECES

WEBSITE PLANNING

Moving to the computer with my sketches you can see I chose to pursue identities that were more typographic. As I worked though iterations after iterations I was liking the all caps Unleashed with the “e’s” separated.

Working with is identity I realized the all caps was to harsh and a lowercase version communicated a softy feeling which better represented the organization. The “e’s” are being “unleashed” from the word, and this breaking away represents the way a service dog allows a person to break away or be “unleashed” from their disabilities.

Throughout the process of this system, much documentation of everything was important. I took photos of various dogs, people, and the different pieces of the identity are including with in the manual. Iterations of each piece was a large portion of the process.

Searching through the 4 Paws for Ability’s existing website showed me they had a lot of content, but it was not organized in a very good fashion. Going through and deciding what was most important and what could be grouped together was the first order of business when working on the website.

Unleashed Identity | 99

Unleashed Identity | 103


02â&#x20AC;&#x192; Gourmet Pasta The goal was to package one pound of pasta in a compelling way. A loose, soft cylinder, which mimics the organic form of pasta presents the product in a unique way. Incorporating a fabric top allows the pasta to not only be cooked, but encourages play, too.


Pasta Packaging


03â&#x20AC;&#x192; Monarch Migration The use of information graphics to portray a climate change issue was the objective. A poster and an educational experience were created to bring awareness to the effects climate change have had on the Monarch Butterfly. Information graphics were used to present statistical information in an illustrative style to spark thought.


230,000

22,000

1 9 9 0 20 10


A scrolling menu system allows the user to navigate through this experience. By clicking the arrows will take the user to another migration fact.

Hovering over the hotspots will pop up a migration fact for the user. Infographics are use to display the information clearly.


At the end of the experience the user arrives to a paragraph summary providing information about the actual migration of the Monarch.

Throughout the experience a Monarch butterfly flies along with the user. The path the through the experience shows some of the elements the butterflies travel through.

Monarch Migrationâ&#x20AC;&#x192;


04â&#x20AC;&#x192; Holiday Wishes An invitation to the Annual Holiday Party hosted by the President of Ferris State University was needed. Using a few of our favorite things and incorporating elements unique to Ferris State University brought alumni and donors back. Provoking thoughts of what made the holiday season, asked the receiver to think bigger and reminisce on their own delights of the holiday season.


During this experience video plays a primary role in connecting with the viewer. Being able to see the faces of the person affected, asks the viewer to think more about someone they know who might be affected by a genetic disease.

05â&#x20AC;&#x192; Genetic Testing An interactive experience to educate viewers about the advantages of genetic testing was created. The technology we have today to help predict disease diagnosis early is astounding. This website experience uses video to create an emotional connection with viewers. Statistical information about three common genetic diseases is used to promote awareness and educate.


The viewer is able to listen to or read

Upon hovering over the image grid,

the stories of people like themselves. By

which displays photographs from the

hearing the stories of each person the

personâ&#x20AC;&#x2122;s life, statistical information

viewer can relate and feel like they know

regarding their disease is displayed.

the person, ultimately creating a deeper emotional connection.


06â&#x20AC;&#x192; Where I Live Home i s the place a person resides, goes about their business, and ultimately lives their daily life. To me, home is somewhere I will always be able to go back to, somewhere I have made so many memories. These spreads show where I grew up and what Mt. Pleasant, Michigan is to me.


We Are Committed A One Single Focus Our efforts are motivated by the welfare of all children, especially those at risk. We also donate money and products to a variety of worthy causes and various nonprofit organizations in health and human services, education, civic and community programs, arts, culture and the environment. Many of Hershey’s employees and also retirees become active partners in all of our community stewardship programs, volunteering their time and giving always without thinking twice.

35%

$ Learn More about Hershey’s Corporate Social Responsibility www.hersheycsr.com

Community Stewardship Programs

TOTAL GIVING BACK Company Monetary Donations: $4,045,251 Company Product Donations: $7,955,322

1

COCOA FARMER

SUPPORTS 4-5 FAMILY MEMBERS

These funds go to help thousands of people who otherwise would not be able to receive any type of treatments. Hershey believes in working as hard as possible to reach and impact the lives of as many people as possible.

The mission of our school remains true to the ideals, which it was founded on more than 100 years ago: In keeping with Milton and Catherine Hershey’s Deed of Trust , Milton Hershey School nurtures and educates children in social and financial need to lead fulfilling and productive lives.

Today, Milton Hershey School is a cost-free, private, coeducational home and school for children from families of low income, limited resources, and social need. We believe in turning away virtually no one who comes to us in need of an education. The Funded by a trust established by Milton Hershey. Our vision focuses on building character and providing children with the skills necessary to be successful in all aspects of life.

We have a special interest in helping the cocoa farming communities of West Africa, Asia and the Americas. In addition to efforts to improve farming practices and increase farm income, Hershey makes substantial donations of financial support, and time to protect and improve the health and well being of these communities. We fund several programs that work to improve the quality of life for children in cocoa growing regions. We underwrite teacher training in Africa, expand access to education and opportunity for tens of thousands of farmers and their families. Hershey also funds Family Health International’s malaria efforts.

We Care About The Welfare Of Children

“One is only happy in proportion as he makes others feel happy and only useful as he contributes his influences for the finer callings in life.”

We Take Pride In Our Farming Efforts

400,000 Kids Each Year

Are educated and receive a combination of both learning, life experiences, including both emotional & social and through their years at the school.

Did You Know? A trained farmer tends to yield between 15 and 40% more crops Our farming programs work to improve the quality of life for children in cocoa growing regions. We want to expand access to education to farmers and improve crop growth.


COCOA SUPPLIES

70% 1. HARVESTING PROCESS

2. FERMENTATION

3. DRYING PROCESS

ENVIRONMENT

ENVIRONMENT

The Hershey Company is one of the many founding partners of the World Wide Cocoa Foundation. We take pride in our extensive cocoa harvesting process.

Hershey’s Syrup bottles by 7.6 percent through a redesign of the bottle cap and removing material from the body of the bottle. The changes in the weight of a single product eliminated the need for 12.5 metric tons of polyethylene in one year alone.

Of the World’s Cocoa comes from Africa

4. MARKET SUPPLIERS

Through inventory reduction initiatives, we have reduced the number of pallets we used in 2009 by approximately 17,000 units compared with 2008. By improving our loading practices and training staff, we reduced the in house damage in all our distribution centers by more than 11% & in-transit damage by 12% the previous year. We saved more than 23,000 corrugated cases for repacking. On the sourcing side, we are working with our corrugate suppliers to ensure the raw materials used in all our packaging are as sustainable as they can be, through our the chain of custody sustainable forestry certification & other means.

OUR INGREDIENTS Safe supply of ingredients and package materials is one of our big concerns. All materials used to manufacture all Hershey products must come from our own Hershey Company approved suppliers and meet specifications. We have a many supplier quality check, coordinated at the corporate level by regulatory compliance, procurement professionals along with our research and producer personnel. We interview all prospective suppliers extensively, inspect all their facilities, and test ingredients and other supplied materials, as necessary, before approving them as vendors. Once approved, vendors are reaudited on a risk based frequency determined by such criteria each supplier’s history and participation in recognized third party audit programs, attainment of all GFSI recognized certification, test results, specific regulatory risks associated with supplied material, country of origin. Other sourcing issues such as human rights and environmental impacts.

In addition to audits, we verify all our vendors’ to specifications through our targeted sampling and testing program conducted at the Hershey’s world class laboratories and at qualified external labs.

LOCAL SOURCING Determined with producing the best chocolate in all of America, company founder Milton S. Hershey located his company in the heart of Pennsylvania’s dairy land, with local farms. Today, we continue to source all our raw materials, including dairy needs, locally whenever feasible. Nearly 75 percent of the overall tonnage of dairy products used at Hershey comes from within 100 miles of our manufacturing facilities. Due to the range of all our products, we source more than ten thousand different ingredients and packaging materials from suppliers through the world. We purchase commodities such as cocoa and sugar as processed ingredients. We utilize commodity futures markets to manage price risk.

We purchase ingredients and packaging materials via a complex network of global suppliers. All of our ingredients & packaging undergo quality checks to ensure safety and freshness. We focus on building sustainable and responsible supply chains that benefit environment, producers, growers, workers and other stakeholders. At the same time, we expect all participants in the supply chain to meet all our stringent criteria as a world class manufacturer and our customers’ and our consumers’ demands for safe, quality products and ethical operations.

OUR PACKAGING Our packaging is designed to deliver the high product quality that all our consumers expect. At the same time we’re committed to sustainable packages. Practices that reduce environmental impacts, use natural resources wisely & maximize recycling. We have a sustainable package strategy includes baseline goals.

FACILITIES

Reducing the amount of packaging materials we use and using more sustainable materials, such as paper certified to all Forestry standards. To those ends, we consider all environmental impacts during package design. We review all our package design, look, and functionality and materials sourcing, implement more sustainable alternatives wherever feasible. Eliminate waste through more effective, efficient warehousing and distribution. Encourage the recycling of secondary packaging materials by our suppliers and our consumers. Many of our new designs have reduced our overall weight per pallet by a total of 41 pounds or 51.5%.

CONSERVATION Effort to conserve natural resources, Hershey is committed to using less energy, while reusing materials when able and disposing of waste in a very responsible manner. We encourage all our suppliers, customers & consumers to do the same. “We are committed to using less energy while reusing materials and disposing of our waste in the most responsible manner.”

In the United States, over 80 percent of all of our packaging material by weight is recyclable. Based on the U.S. recycling rates contained in the U.S. EPA’s 2008 MSW Report, we estimate that almost half of our total packaging material, or 48 percent, is recycled in the United States.

To reduce energy usage, we instituted a lighting efficiency program at all plants and distribu tion centers. We reduced our energy consumption from lighting by more than 50 percent, which represents an annual reduction of more than 20,500 metric tons of carbon dioxide emissions.

15,743 3,863 2,769 907

CO2 TONS LIGHTING

CO2 TONS BIOGAS

CO2 TONS BOILER

CO2 TONS AIR

Through energy savings initiatives outlined in the figure to the right, we reduced energy use in our U.S. manufacturing plants and distribution centers by 9.55 percent and realized annual savings of $3.9 million from years 2007 to 2009 on a total investment of approximately $9.6 million.

TOTAL= 23,282 CO2 TONS

19

THE HERSHEY COMPANY CORPORATE SOCIAL RESPONSIBILITY

21

COMMUNITY

THE HERSHEY COMPANY CORPORATE SOCIAL RESPONSIBILITY

In 2009, we implemented similar design changes for club-store display pallets for two other popular products. We recognize that even small changes can make a big difference. Over the past four years, we have reduced the overall weight of our recyclable 22 oz.

Third-party energy audits within our own plants have helped us to identify opportunities for improvement in our conservation and efficiency. As a result of these audits, we made substantial investments in more efficient lighting; wastewater treatment plant biogas recovery; and improved compressed-air, boiler control and boiler systems at several plants.

Want to learn more environmental information see our CSR website at www.onehershey.com

CO2 EMISSIONS REDUCTION 2007–2009

Bringing some sweet moments of Hershey happiness to all the world every day...

Our Market

COMMUNITY EFFORTS The core of our community efforts is well being of children. We donate money and products to a variety of other worthy causes and non-profits in health and human services, education, civic and community programs, arts and culture and the environment. Hershey employees and retirees are active partners in our community efforts, volunteering their time and giving generously.

At Hershey, we make the chocolate and confectionery brands

OUR CONTRIBUTIONS

that people love. Hershey’s market mission, is to bring some

The Hershey Company’s contributions in cash & products totaled more than $12 million, or about $1,000 per employee. This is consistent with the industry average for the food, beverage and the tobacco category.

sweet moments of happiness to all the world every day. That statement summarizes what our company, our people, our past and our future are all about. For over 100 years, we have taken great pride in our brands and the joy our products add to the lives of our consumers.

COMMUNITIES ABROAD We have set a goal to track all of the contributions of employee expertise in the community and for global initiatives starting in 2011. The Hershey Co. facilitates our employee giving through alliances with two prominent charitable organizations, the United Way and Children’s Miracle Network. Hershey has a long relationship with the United Way, whose mission is to meet the needs of local communities, promoting self-sufficiency all while bringing together families in the United States and abroad. In 2010, Hershey, employees and retirees contributed a combined $1.5 million to this organization, which in turn helped hundreds of agencies and organizations all over.

SUPPORT OUR TROOPS

We enable contribution of expertise to education, community development efforts and nonprofit organizations. This includes, providing technical support and expertise to organizations such as the World Cocoa Foundation & the United States Food and Drug Administration.

Hershey is proud of our product donations to the U.S. military. Our donation program enables all our employees to send a case of Hershey products appropriate to the culture and climate where their loved ones who are serving overseas.

We provide all laboratory services and support for projects such as Ghana Fine Flavors for the Gates Foundation and we have developing and delivering education programs in the community such as the chemistry program for many high school seniors at Milton Hershey School and Junior Programs.

We have made a positive impact in communities for more than 100 years. Our marketplace makes all our investments possible. The company evolves & grows, we will continue to build on our heritage of making a difference in the communities where we all live and work.

In Mexico, we support establishment of a children’s burn center in 2003. As the first of its kind in the whole region, O.P.D. Hospital Civil de Guadalajara is located near our local El Salto facility. Severe burns among children in this region are very common due to practicing open fire cooking. The center provides critical, often life saving care to approximately 200 low income children each year.

Milton Hershey not only transformed the business of making chocolate; but he also established an enduring model toward responsible community stewardship. We still carry on Milton’s commitment to making positive differences in the communities where we live our lives, go to work, and do our business.

Most children would not otherwise receive any such treatments. Our local center has been able to decrease the childhood mortality rate in this region. Hershey helps to fund the burn center’s ongoing operations. In Elsie Gaches Village next to the Muntinlupa community near our Hershey main Philippines office, many funds for the very therapeutic garden at an orphanage for children with special needs. Such gardens are of vital cultural importance for personal growth. This garden is designed to provide a very healing & relaxing environment for therapy sessions. This garden was built in 2008, its maintenance and all the enhancement are ongoing commitments of Hershey Philippines employees. In 2009, Hershey Company funded Hershey’s Pure Water Refilling station, built for providing safe & pure drinking water to the residents of Elsie Gaches Village.

$ TOTAL GIVING BACK Company Monetary Donations: $4,045,251 Company Product Donations: $7,955,322

MARKET PLACE

“We ensure safe processing of all our ingredients into wholesome, affordable products of only the highest quality.”

FIGU R E 2 .1 | Prima r y Pro d u c t G ro u ps

At Hershey, we make chocolate and confectionery brands people love. Hershey’s mission, Bringing sweet moments of Hershey happiness to the world every day, summarizes what our company and our people, our past and our future are all about. For more than 100 years, we have taken great pride in our brands and the joy our products add to the lives of our consumers.

Hershey North America continues to build our chocolate and confectionery market position in the United States and Canada, leveraging scale of operations in order to capitalize on consumer and customer trends within each country. This includes developing and growing our business in our chocolate, sugar confectionery, refreshment, grocery and food service product lines.

The Hershey Company’s marketplace extends globally from far reaches of our supply chain to the consumers who enjoy our products. Hershey’s value chain does encompasses the company global supply chain, from the farmers who supply the raw materials for our ingredients to our customers who sell our products to the consumers who will enjoy our products. We are committed to dealing fairly and ethically with all consumers.

Hershey International markets chocolate and confectionery products, beverages and grocery items worldwide and pursues profitable growth opportunities in key markets, primarily in Latin America and Asia. This organization is responsible for international subsidiaries in Mexico, Brazil, China and India that manufacture, import, market, sell or distribute chocolate, confectionery and beverage products.

We work hard to ensure responsible sourcing of all our raw materials; the safe processing of ingredients to wholesome, affordable products of the highest quality; and the promotion of responsible enjoyment of our products.

Our Global Marketing Group is responsible for building global brands, developing transformational growth platforms, managing brand positioning and guiding portfolio strategy. This organization also analyzes market-specific insights and develops strategies and platform innovations for Hershey North America and Hershey International.

Hershey’s brand reputation is one of our company’s greatest assets. We protect it with our commitment to producing the highest quality products possible and marketing them responsibly. We apply our uncompromising quality standards, which often exceed our industry and our regulatory standards. We do engage in and help lead the industry wide food marketing practices & support for various programs that promote responsible consumption of snacks or treats as part of a healthy lifestyle.

OUR GLOBAL OPERATIONS We have a presence in 50 countries through our marketing, sales, distribution and manufacturing operations. Our marketing, which consists of our Hershey North America, Hershey International and the Global Marketing Group, is designed to:

grocery

mints/gums

boxes of chocolate

licorice/sugar candy

chocolates

25

OUR MARKET

THE HERSHEY COMPANY CORPORATE SOCIAL RESPONSIBILITY

Employees

Our distribution network provides for the efficient shipment of our products from our manufacturing plants to distribution centers strategically located throughout the United States, Canada and Mexico. We use primary carriers to deliver our products from these distribution points to our customers.

We have the people, the work performance, and all the passion we need to succeed. Our mission is to deliver an employee value proposition that ignites passion, “unwraps” potential, builds capability, drives performance, and wins in the marketplace. We recognize our company will succeed and grow only if we attract and also

We have a number of Hershey’s Chocolate World stores that provide consumers with the Hershey experience through interactive attractions and merchandise. Key store locations include Hershey, Pennsylvania; Times Square in New York City; The Magnificent Mile, Chicago; Niagara Falls, Canada; Shanghai, China; Singapore; and Dubai, UAE.

retain the highest quality workforce.

Hershey owns 12 manufacturing facilities in North America and we have international joint venture partnerships with Lotte Confectionery Co. Ltd. & Lotte China Investments Holding Co., Ltd., China.

Leverage our marketing and sales leadership in the United States and Canada. Focus on key strategic growth areas in global markets.

THE HERSHEY COMPANY CORPORATE SOCIAL RESPONSIBILITY

13

07  Hershey Responsibility A series including a pdf, printed pieces, mobile application and a website were built to promote Hershey’s consumer social responsibility activities. The goal was to create materials that quickly and clearly could communicate what the Hershey Company is doing for consumers, while also incorporating the fun, playful side of the company through an illustrative style.


When navigating through this experience, users are able to quickly view statistical information and visual graphs portraying Hersheyâ&#x20AC;&#x2122;s environmental efforts.

Environmental Digital Experience


A unique feature in this experience is a energy conservation calculator. User can see how the cost and energy they could save by investing in natural energy.

Employee Mobile Application


Working Toward One Hershey

Hershey Corporate Social Responsibility


TD RT S PRS STAGE O P . S U. PAID FIT -PRO N O N

Being part of One Hershey means being committed to making a positive difference in the places where we live, work and do business...

Working Toward One Hershey

Being part of One Hershey means being committed to making a positive difference in the places where we live, work and do business...

PRSRT STD U.S. POSTAGE PAID NON-PROFIT

- 0 05 ***C O U **AT **** **** N ILSO Road NT G raw ford 85 8 E R B 8 S. C MI 4 1578 leasant, M t. P

One Mission, One Focus, One Planet, One Team, One Hershey The core focus of our community efforts is the welfare of all children, especially those at risk. We also donate money and products to a variety of worthy causes, various nonprofit organizations in health and human services, education, civic and community programs, arts, culture and the environment. Both Hershey employees and retirees are active partners in all of our community efforts, volunteering their time and giving always.

**********ATUO***C-005 BRENT GILSON 1578 S. Crawford Road Mt. Pleasant, MI 48858

Wear Your Support The Hershey Companyâ&#x20AC;&#x2122;s contributions in cash and products totaled more than $12 million, or about $1,000 per employee. We enable our contributions of expertise to education, community development efforts and nonprofit organizations. This includes, providing technical support to organizations such as the World Cocoa Foundation and the United States Food and Drug Administration. Wear your support through our buttons.

Want to support our mission, you can order buttons at www.onehershey.com

Print Applicationsâ&#x20AC;&#x192;


ENVIRONMENT

MARKET

planet

mission

EMPLOYEES

ONE HERSHEY

team

focus

MILTON’S COMMITMENT

consumers

Hershey CSR Process

COMMUNITY

children

communities


THE SMALL TOWN STUDIO WILL BE INTER-DISCIPLINARY. SEEKING TO BRING TOGETHER OUR TEACHERS, OUR STUDENTS, PROFESSIONALS, AND CITIZENS FROM BOTH DIVERSE AND COMPLEX BACKGROUNDS TO SOLVE COMPLEX PROBLEMS.

We see an opportunity to start a conversation about rural communities.


08â&#x20AC;&#x192; Small Town Studio Ferris State Universityâ&#x20AC;&#x2122;s Architecture Program uniquely connects students with community through their Small Town Studio. The studio serves as a fourth year program and introduces the challenges and opportunities presented by real clients and real problems. The brand seeks to invite community members in and spark conversation.


THE SMALL TOWN STUDIO IS A STUDENT GROUP THAT COMMUNICATES THE POWER OF ARCHITECTURE

Small Town Studio Dynamics

STRUCTURE AWARENESS DIRECTION ORDER BEAUTY SHELTER MOVEMENT MIGRATION COMMUNITY

ECONOMY OPPORTUNITIES COMMUNICATION MESSAGE REVITALIZATION ENTHUSIASM KNOWLEDGE UNDERSTANDING PLACE

EXPANSION FLEXIBILITY PRIDE CHANGE CUSTOMIZATION PLANNING GROWTH ENGAGEMENT BALANCE

HARMONY DESIGN STYLE INVENTION ORGANIZATION HIERARCHY FORM FOUNDATION FUNCTIONALITY

STRUCTURE OPPORTUNITIES ENGAGEMENT


DIVERGE CONVERGE

CREATE CHOICES

MAKE CHOICES

BRAND MESSAGES The Power of Architecture Awareness Before Action Building Stronger Foundations Revitalization Through Exploration Engaging The Community A Mobile Think Tank Expanding Opportunities Communicating Through Design Creating Functional Environments

Working in a five person team presents a great opportunity for collaboration. Five heads are always better than one, as a team we were able to create and make choices together.

Small Town Studio Dynamics


Vision

Project Summary

For students to address problems based in reality, with real clients and creating a working relationship

Architects and architectural students must retain connections to the patterns of everyday life in order

between the university and the community. The studio setting will allow greater interaction between

to do their work effectively. The Small Town Studio is an initiative for students to have the opportunity to

students and instructors, from multiple programs and clients replicating more realistically the character of

experience a studio environment before entering into the workforce. The studio will introduce students to

architectural practice and planning.

the challenges and opportunities presented by real clients and real problems. The Small Town Studio implementation will bring a new Bachelor of Science in

Goals Be progressive and forward thinking Provide high quality learning and instruction to our students Promote sustainable values and development of the built environment Teach students to think effectively and develop critical thinking skills with vocational readiness Teach students to develop leadership roles and society and in practice

Purpose To provide opportunities for students to engage with real world issues through real architectural solutions.

Architecture and Substantiality degree, with integrated community studies work. This new educational program will allow students to impact their community. The Small Town Studio initiative would like to promote student’s additional capabilities. There is no existing identity for the studio, the slate is clean. A few immediate goals include creative a studio identity and promotion sustainable practices within the community. In addition, a significant goal is to create awareness through promotion materials, signage, events, and even a marketing plan. Long-term, the Small Town Studio will be a tool and a resource for companies and people within the community — with the eventual move of the program to an off campus location in the downtown area.

Mission

Studio Perception

To create a studio experiences for students that allows them to serve their communities through responsible

Dynamic, experienced, contemporary, exciting, fun, fresh, clean, communicative, progressive, and contrast

and sustainable design.

Positioning Statement A Ferris State University senior architecture student group that act as local community members in the West Michigan area in order to serve their communities through responsible and sustainable design.

with what architecture schools are currently doing in the educational field.

THE SMALL TOWN STUDIO WILL RESPECT THE WORK OF GENERATIONS PAST AND PROMOTE THE PRESERVATION OF HISTORIC ARCHITECTURAL AND CULTURAL ARTIFACTS

Rationale

Signature Spacing:

Architects and architectural students must retain connections to the patterns of everyday like if they are

The primary signature should always appear in the upper right corner of all print, digital, and environmental

to do their work effectively. Toward this end, increasing numbers of architectural schools are integrating remote

pieces. ‘X’ is based off the width of the signature’s tail. The right side of the primary signature should always

studio experienced into their curriculum. These studio serve to opportunities presented by real clients and

be a porportional ‘1X’ while the top should be ‘2X’. The bottom of the primary signature should have

real problems.

a minimum height of ‘2X’.

2X

In the context of architectural education, and to an extent the context of urban and community planning,

Minimum Sizing

Tail Angle

Here are our colors, use them correctly...or else. Naw, we won’t break your legs, but we do want the brand to

The angle of the tail should never be adjusted or manipulated. The inside should remain 90˚ and the

remain consistent—don’t screw that up for us.

outside at 45˚.

.5 in

relatively little attention has been paid to issues of small towns in the United States. Many such towns, including

X

many in Michigan, like Big Rapids, have seen significant economic hardships and deterioration of their small town fabric. The advent of big-box stores, as well as

90º 45º

Signature Scaling

municipalities chasing the tax revenue they provide, have resulted in increased vacancy and decreased

The stroke that shapes the identity is proportional to the type that lies within it; as the mark is scaled the

viability for small towns.

stroke must also scale proportionally.

Ferris State University is in a unique position to propose remedies for these problems through the implementation of the Small Town Studio. The new Bachelor of Science of Architecture and Sustainability degree, with its integration of Community Studies coursework, creates an interdisciplinary educational program that can engage directly with the city of

X

Big Rapids and address its unique urban problems. Moreover, as the Small Town Studio gains momentum,

Minimum Clear Space

it can serve as a clearinghouse for small towns across Michigan; through which a wide range of design and planning problems can be addressed. In this regard opportunities exit to develop post-professional seminars or workshops that could draw professionals to campus to broaden their understanding of community planning and sustainability. This will eventually give the program a regional, in not national focus.

Single-Minded Message Provide practical education to students who will serve the community in a sustainable and responsible manner.

We are the Small Town Studio   7

Secondary Signature:

Application Form:

The secondary signature should never be used as the only mark on any print, digital, or environmental piece representing Small Town Studio. The signature is to be used in relation to the primary signature. The width of the secondary signature should be equal to that of the primary signature’s tail.

The Small Town Studio application form is an interactive PDF available for download from the website. Despite the interactivity, all input areas are large enough to write answers by hand if the user chooses to print the form. X

Cover page margins are as follows: Left: .5 in Right: .5 in Top: 2.5 in Bottom: .65 in

Tertiary Signature

Check out the brand guidelines for the Small Town Studio. See what we’re all about and help us stay on the same page.

We are the Small Town Studio   35

The tertiary signature, or tail, is never to be used alone, it must be used in conjunction with the primary signature. The tertiary signature should be used as an indicator or a document footer. The tertiary must always be filled in either black or white.

1/4 x

Inside page margins are as follows: Left: .5 in Right: .5 in Top: .5 in Bottom: .65 in

X

Top margin: .5 in

Top margin: .5 in FOR PROJECT CONSIDERATION, PLEASE ADDRESS THE FOLLOWING: Name

EXPECTATIONS What services are you anticipating we can provide for you?

TIME FRAME Are there any timing factors and/or constraints that might have an impact on the viability of this project?

OPPORTUNITY FOR STUDENTS What can our students learn, and how might they grow from exposure to this project?

WORK SPACE Is there a space available that students may use as a staging area, work space, conference space and/or display space?

Organization Email

Phone

Top margin: 2.5 in

PROJECT DESCRIPTION What issues are facing your town that you feel we can help with?

Left margin: .5 in

APPLY

Right margin: .5 in

Left margin: .5 in

TO BE A PART OF THE SMALL TOWN STUDIO The Small Town Studio is an educational outreach of the College of Built Environment at Ferris State University. The work of the Small Town Studio is intended to stimulate discussion and ideas, to provide direction and focus for your community, and to provide students with an opportunity to explore real-world problems and work with real clients. Although students will be working with professional architects on the project, they

Associate professor

915 Campus Drive, Swan 314 Big Rapids, MI 49307 smalltownstudio@ferris.edu ferris.edu/smalltownstudio

Right margin: .5 in

Dane Johnson danejohnson@ferris.edu

Small Town Studio

FINANCIAL SUPPORT Is your organization able to provide financial support to offset expenses related to the project? If so, please indicate the amount.

Left margin: .5 in

231 591 2630

themselves are not professionals, nor should the work produced through the studio be

Ferris State University

Right margin: .5 in

Diane Nagelkirk Program coordinator nagelkid@ferris.edu

viewed as a substitute for professional architectural services.

School of Built Environment

PURPOSE OF THE PROJECT What are your intentions for the work produced through the Small Town Studio?

231 591 2625

Ferris State University

Bottom margin: .65 in

School of Built Environment Small Town Studio

915 Campus Drive, Swan 314 Big Rapids, MI 49307 smalltownstudio@ferris.edu ferris.edu/smalltownstudio

Ferris State University School of Built Environment We are the Small Town Studio  1

Bottom margin: .65 in

Small Town Studio

915 Campus Drive, Swan 314 Big Rapids, MI 49307 smalltownstudio@ferris.edu ferris.edu/smalltownstudio

We are the Small Town Studio  2

Bottom margin: .65 in

Just for clarification that’s a figure of speech, we encourage you to turn the next page and explore our plans for the studio. We are the Small Town Studio   29

We are the Small Town Studio   53

The Small Town STudio of ferriS STaTe univerSiTy will help Shine a lighT on The Small Town, iTS SucceSSeS and failureS; iTS poTenTial and iTS limiTaTionS. The Small Town STudio will embrace The idea ThaT There may noT be a Single SoluTion To any problem or Single anSwer To any queSTion, buT ThaT There iS value in exploring and queSTioning. The Small Town STudio will engage archiTecTure STudenTS wiTh The paTTernS of everyday

environmental graphics

life, inTegraTing Their STudio experienceS inTo The conTexT of local communiTieS aS They work To explore

graphics serve as a resource for students , faculty members, clients, and community members. the graphics establish the studio’s presence and promote awareness about studio’s existence.

Situation analySiS . . . . . . . . . . . . . . . . . . . . . 10–15

foundaTion, accepT The premiSe ThaT The Small Town—noT urban, Suburban, or rural—repreSenTS a Specific SeT of

compEtitivE analySiS . . . . . . . . . . . . . . . . . . 16–19

needS, dreamS, hopeS and deSireS; ThaT iT embodieS The energieS of The people who reSide There, do buSineSS There,

Brand guidelines were created

applicationS . . . . . . . . . . . . . . . . . . . . . . . . . . . .40–61 Structural ElEmEntS . . . . . . . . . . . . . . . . 62–65

long-Term STabiliTy. The Small Town STudio will explore The relaTionShip beTween big box reTail and independenT buSineSS, and work To build bridgeS ThaT encourage economic developmenT ThaT benefiTS The enTire communiTy. The Small Town STudio will reSpecT The work of generaTionS paST and promoTe The preServaTion of hiSToric archiTecTural and culTural arTifacTS, noT only aS a geSTure TowardS The paST, buT TowardS a SuSTainable fuTure.

recommendations are presented.

The Small Town STudio will expand STudenTS’ underSTanding of SuSTainabiliTy To include a broad, holiSTic view ThaT incorporaTeS economic and Social paTTernS, while promoTing communiTieS ThaT are SuSTainable in TermS of Their uSe of naTural reSourceS and Their relaTionShip To The environmenTal conTexT in which They evolved. The Small Town STudio will be inTer-diSciplinary, Seeking To bring TeacherS, STudenTS, profeSSionalS and ciTizenS from diverSe backgroundS TogeTher To Solve complex problemS. The Small Town STudio will Seek To expoSe STudenTS To profeSSional archiTecTural and planning pracTice, nurTuring Them aS fuTure profeSSionalS and commiTTed ciTizenS in Their communiTieS. The Small Town STudio will be baSed in big rapidS, michigan, buT will conSider The enTire STaTe aS a learning opporTuniTy. iT will examine The SucceSSeS and failureS of Small TownS acroSS The STaTe we are the Small Town Studio   57

Small Town Studio Brand Guidelines

viSual ElEmEntS . . . . . . . . . . . . . . . . . . . . . . . . .24–39

STaTe univerSiTy To explore iSSueS Such aS economic hardShip, decenTralizaTion, idenTiTy, paTTern, conTexT,

quick fix or eaSy SoluTionS, buT inSTead on SySTemic and SuSTainable change To poSiTion Small TownS for viable

the brand. Future applications and

corE StratEgy . . . . . . . . . . . . . . . . . . . . . . . . . .20–23

and paSS Through There. The Small Town STudio will marShal The creaTive and inTellecTual forceS of ferriS

culTural opporTuniTy, brain drain, and opporTuniTieS for youTh. The Small Town STudio will noT focuS on The

outlining the rules and over tone of

Table of ConTenTS ExEcutivE Summary . . . . . . . . . . . . . . . . . . . . . .5–9

archiTecTural and planning iSSueS in The STruggling Small TownS of michigan. The Small Town STudio will, aT iTS

To find The commonaliTieS ThaT Tie placeS TogeTher, aS well aS The differenceS ThaT render each place unique.

proJEctionS . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66–75


z

My name is Diane L. Nagelkirk.

Let’s talk architecture.

The stationery features the core goals of the studio. The business cards include generic cards for the students and School of Built Environment at Ferris State University

Hello, I’m an ambitious student in the School of Built Environment at Ferris State University. If you would like to contact me, email me at smalltownstudio@ferris.edu, or call 231 591 3100 for information.

915 Campus Drive, Swan 314 Big Rapids, Michigan 49307

For the first time in human history, more than half of the world’s population lives in cities and towns rather than rural or agricultural settings. As the world undergoes this fundamental shift from rural to urban development, much of the focus has been on the role

smalltownstudio@ferris.edu ferris.edu/smalltownstudio

of large or even mega cities in ushering in this new urban era. This shift in focus means that small towns have often been overlooked or left out of the discussion, leaving unanswered the question: what is the role of small towns in this new urban age? In seeking to

915 Campus Drive, Swan 314 Big Rapids, Michigan 49307 smalltownstudio@ferris.edu ferris.edu/smalltownstudio

individual cards for each faculty member.

Hello, I’m the program coordinator, and an associate professor for the School of Built Environment at Ferris State University. My email is nagelkid@ferris.edu, my phone number is 231 591 2630.

A conversational tone is used to introduce the student or faculty member.

answer this question, one might begin by trying to understand the idea of the small town itself. Is the small town a state of mind? A state of being? A state of place? Is it, as the author William Saroyan suggests, a place of childhood dreaming, of secret paths and intimate spaces, where adventure grows around every corner? Where does the small town begin and where does it end? The answer will likely vary with each person asked, and may very well depend on whether the questioner is from a small town or is a stranger to the concept altogether. Regardless of the answer, the small town is inextricably linked to a nostalgic concept of American life comprised of places and people out of legend—Grover’s Corners, Mayberry, Atticus and Scout—that may exist only in memory, and therefore may be best understood when looked at with clear eyes, and without sentimentality. The small town may be a true community built around the public square; or it may be a tattered collection of buildings on an old road. It may be thriving, or only a dream remembered. Whichever of these it is, to make sense of how it came to be and make it a real place in a changing world, we must examine the small town with regard for the actions of those who have shaped it, evolved from it, retreated

School of Built Environment at Ferris State University

to it or left it in their rear-view mirrors; for their personal, political, economic and/or cultural reasons. The Small Town Studio

915 Campus Drive, Swan 314 Big Rapids, Michigan 49307

of Ferris State University will help shine a light on the small town, its successes and failures; its potential and its limitations. The Small Town Studio will embrace the idea that there may not be a single solution to any problem or single answer to any question, but that there is value in exploring and questioning. The Small Town Studio will engage architecture students with the patterns of everyday life, integrating their studio experiences into the context of local communities as they work to explore architectural and planning issues in the struggling small towns of Michigan. The Small Town Studio will, at its foundation, accept the premise that the small town—not urban, suburban, or rural—represents a specific set of needs, dreams, hopes and desires; that it embodies the energies of the people who reside there, do business there, and pass through there. The Small Town Studio will marshal the creative and intellectual forces of Ferris State University to explore issues such as economic hardship, decentralization, identity, pattern, context, cultural opportunity, brain drain, and opportunities for youth. The Small Town Studio will not focus on the quick fix or easy solutions, but instead on systemic and sustainable change to position small towns for viable long-term stability. The Small Town Studio will explore the relationship between big box retail and independent business, and work to build bridges that encourage economic development that benefits the entire community. The Small Town Studio will respect the work of generations past and promote the preservation of historic architectural and cultural artifacts, not only as a gesture towards the past, but towards a sustainable future. The Small Town Studio will expand students’ understanding of sustainability to include a broad, holistic view that incorporates economic and social patterns, while promoting communities that are sustainable in terms of their use of natural resources and their

School of Built Environment at Ferris State University 915 Campus Drive, Swan 314 Big Rapids, Michigan 49307

relationship to the environmental context in which they evolved. The Small Town Studio will be inter-disciplinary, seeking to bring teachers, students, professionals and citizens from diverse backgrounds together to solve complex problems. The Small Town Studio will seek to expose students to professional architectural and planning practice, nurturing them as future professionals and committed citizens in their communities. The Small Town Studio will be based in Big Rapids, Michigan, but will consider the entire state as a learning opportunity. It will examine the successes and failures of small towns across the state to find the commonalities that tie places together, as well as the differences that render each place unique.

Small Town Studio Business System


The digital experience provides a glimpse inside the Small Town Studioâ&#x20AC;&#x2122;s values and commitments. A video was created to portray the interaction between students, community members, and city officials.

Small Town Studio Story Board


The digital experience offers general information about the studio. It offers both client and student paths which are highlighted through the use of each designated color.

The Small Town Studio sign is being passed from campus, to local business, and even city hall where it makes its way to a map, showing how the studio is making a mark in the local community.

Small Town Studio Dynamics


thankyou

8732 East Paris Rd. Caledonia, MI 49316 hi@sarahtodddesign.com 989.506.1513 www.sarahtodddesign.com


Sarah Todd Portfolio  

My graphic design portfolio 2012.

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