BRAND + IDENTITY GUIDE
RECORD. PRODUCE. MAKE AN IMPACT. CONCEPT DEVELOPED BY SAM SMALL, TRENT ROACH AND ZACREE COBOS IN CLOSE COLLABORATION WITH RESIDENTS OF MANHEIM PARK, KANSAS CITY, MO UNDER THE GUIDANCE OF PROFESSOR KELLY LUDWIG AS PART OF VISUAL ADVOCACY, NOV 2013 AT THE KANSAS CITY ART INSTITUTE
RESEARCH AND PROCESS
THE ISSUE We began this project considering how we could use design practices to make an impact on the Historic Manheim Park Community of Kansas City, Missouri. Through many visits to the neighborhood and attending community meetings, we concluded that the youth really had nothing to do. There was no community center or setting for the youth to spend their time and express themselves. This in turn, leads to drug and gang involvement and an overall negative impact. What can we do to engage the youth of Manheim Park through creative expression?
GETTING TO KNOW OUR AUDIENCE Walking through the neighborhood gave us a first hand look at both the atmosphere of the community, but also allowed us to get to know the citizens much more personally. Everyone we met spoke passionately about the community and showed interest in watching it progress. It became apparent that people wanted change and would help in any way possible, but nothing was being done to push those feelings. These discussions with members of the community guided us in our direction. They gave us input and we listened. The youth’s overall interest in being heard creatively outside of their community was a common theme of discussion. This in combination with the lack of activities to keep the young people of Manheim Park busy brought on some strong conceptual thinking. Churches nearby have held events in the past that gathered residents for positive rap battles, dance offs and other creative expression. These seem to have been a huge success and offer new opportunities to bring people together. The young people are heavily inspired by their musical idols. There are big dreams creatively which can lead to success if these dreams are harnessed and expressed to a larger audience. How could this knack for creative expression guide these kids into potential career paths all while expressing their viewpoints?
OUR SOLUTION Based off of our research, we developed a concept for a recording studio for the youth. This studio would be centrally located within Manheim Park and offer a curriculum based form of learning about specific topics such as recording, producing and the music industry as a business. Along the way, the kids would be engaged through their creative interests, while also learning valuable lessons from voluneer musicians, producers and creative thinkers. These types of opportunities keep kids coming back and out of crime related activities.
CONEPT AND TOUCHPOINTS Considering that 18th and Vine district in Kansas City is internationally recognized as one of the cradles of jazz, this type of endeavor could gain city wide support and acknowledgement. Given some of historical aspects of reigning record labels like Sun Records and Stax Records, which started in garages and went on to sign acts such as Elvis and Johnny Cash, the outcome could greatly reward the lives of the youth. The opportunity for the youth to get together and relate to their peers promotes teamwork and encourages the kids to pursue their passions. This also could lead to collaborations on tracks projects. The ability to work with local artists already pursuing a successful career in music will give the kids inspiration and the opportunity to learn from professionals who are living and working in this industry.
It is apparent that some of the community contributes to graffiti. We want to use this form of expression as an opportunity to utilize urban art that is being overlooked and considered crime. Graffiti is a form of art and we want the community to commend this talent with the possibility of an open source graffiti wall on the exterior of the space. This type of artwork could also be utilized within the interior design as well as on album and mixtape cover artwork. To further promote the possibility of success, an online presence will be implemented giving the children the ability to have their work viewed by people all over the world. Kids who sign up to be part of the recording studio will have a computer available to upload music, artwork and gain inspiration for their own work. We believe that all children have aspiring minds and offer positive change to the world with proper guidance. These kids have passions that are being overlooked and should have the opportunity for expression to the masses.
FEEDBACK FOR CONSIDERATION After proposing the idea to the community and receiving feedback, we realized that the safety of the children, even within the studio space, should be would be a major parental concern. Having the studio space on a main street within the communit that is visible is important. Some type of studio manager to maintain the area and keep an eye on the attendants and equipment should constantly be present. A strict curriculum is important so that participants do not get off track. The children cannot just be thrown into a room with instruments and equipment. Specific rules, lesson plans and goals should be outlined from the beginning. There also need to be ways of tracking progress and definite ways of meeting goals. There would be constant updates to parents on their children’s success along the way in the progress. Open houses and other events in the studio would allow for parents and guardians to get to know the managers, volunteers and space where their kids are spending time.
BRANDING AND IDENTITY
COLORS
#E04E9 C: 0 M: 90 Y: 81 K: 0
#F1B434 C: 0 M: 32 Y: 94 K: 0
#FFFFFF C: 0 M: 0 Y: 0 K: 0
The color choices are based directly off of the Manheim Park branding standards. This is correspond with the neihborhood as a whole and maintain a sense of community. The colors are also bright and provoke a sense of excitement and grab attention in relation to the notion of making an impact.
TYPOGRAPHY
Hand Generated Graffitti Inspired Type
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Gotham Book and Gotham Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Times New Roman
VISUAL CONCEPT The overall look and feel of this project was a simple blend of a profesional setting mixed with the youthful culture that our general audience takes part in on a daily basis. Our logo plays off the Manhiem Park lion along with the use of a clean authentic graffiti-like title as well as preparing the lion as if it were a stencil. Through all of the artifacts designed, it’s as if the pieces were made for a more profesional client then sprayed on with spray paint to create that blend our team was going for; leaving behind an array of well communicated pieces that work together to make this project whole.
Member Since 2013 Steve Jones ID: 22922
Instructor Since 2013 Tyler Smith ID: 76668
BUSINESS CARD
MEMBERSHIP CARD
3.5in x 2in
3.375in x 2.125in
ENVELOPE
LETTERHEAD
9.5in x 4.125in
8.5in x 11in
APPAREL
BUTTONS / GUITAR PICKS / STICKERS
WEB PRESENCE A responsive web page allows for the youth of the community to showcase their talents and express their views to a much larger audience. Many of these individuals already have major interest in making a name for themselves creativtely to a larger audience. This web experience gives each student of Sound Haven their own profile page and the opportunity to share new music, designs for albums or mixtape covers, promote new concerts or events and give a brief summary of their lives in biography form. The website also gives general information about Sound Haven Studios, a rundown of all of the artists with the option to sort by genre and a contact page with tour opportunities and an inquiry form. With links directly through SoundCloud.com, artists can host tracks on their Sound Haven profile, but also link to full albums and mixtapes. This also gives the studio the opportunity to make monthly or bi-monthly mixtapes to promote their talent.
WEB CONSIDERATIONS Before any website is actually developed, hosting is required. There are many websites that offer hosting and different packages available. GoDaddy.com and Dotster.com are popular options. The website will require the initial design and development, but it will also require ongoing maintenance to ensure optimum performance and cut down in long term expenses. This type of site includes a lot of new content which is updated based on production and recording within the studio. Google Analytics is available to set up a review of traffic and get an accurate view of site visitors and determine options to get the site more attention.
SOCIAL MEDIA Social media is bigger than ever, especially in this age group. Utilizing these spaces to spread the word about Sound Haven Studios is a great opportunity. Setting up a blog to automatically post the same content to Twitter, Facebook or any other platform can be an easy transition into implementing social media. This not only gets Sound Haven’s name out there, but it also allows youth who use these social platforms to connect with their studio and easily show their peers the opportunities that Sound Haven is bringing about.
EQUIPMENT AND BUDGET
SOUND CONSIDERATIONS To acquire a specific sound some variables must be taken into close consideration. Things like the size of the room, quality of equipment and type of music to be recorded must all given adequate attention. After speaking with some professionals and inquiring about the actual recording space, we understood that the specific sound of the studio room is paramount when it comes to the actual production. This could be anything from the length of room, acoustics, sound proofing or the placement of equipment in recording space. Locating the actual recording studio in the back of the space, away from the main street will also cut down background noise.Â
EQUIPMENT RECOMMENDATIONS These are some of the necessities needed to acquire a production level sound for the children. This would be the minimum for a premium sound. This will only better their chance of success and give them a good sound to easily acknowledge their hard work. This is not the most important aspect of the studio, but a consideration that is but vital. A recording studio can be spotless and look great, but if it does not produce good sound it is useless.
BUDGET ESTIMATES Basic Instrument Set up: $7827 Additional Speakers for Optimum Sound: 10,000 Rent for a Speculated space of around 4,000 square feet: $8,000/m Utilities for the Space: $600 - $1000/m Studio Soundproofing for a Room (20’x12’): $2,080 - $3,120
RESOURCES AND GUIDANCE
ELEMENTZ.ORG REVERBNATION.COM ORGANIZATIONS Moving forward, we have gathered resources relating directly to this subject matter. These are charities and non profit organizations who are either doing similar types of projects or have knowledge in the field and could offer insight. We have already reached out to these organizations and they are more than willing to discuss to discuss the project and help it succeed.
MUSICIANSONCALL.ORG POWERHOUSEPRODUCTIONS.ORG MUSICUNITES.ORG TWLOHA.ORG HUNGRYFORMUSIC.COM NETWORK.YOUTHMUSIC.ORG.UK ZUMIX.ORG AGIFTFORTEACHING.ORG
WE’D LOVE TO HELP We also would like to offer our services as designers to further solidify the identity and concept, if considered for full implementation. We see value and potential in this project and feel that it could be a truly positive change for the youth in Manheim Park. Thank you for your time and allowing us to be a part of positive change through design within your community. We look forward to the future and maintaining a strong relationship with Historic Manheim Park. Sam Small: ssmall@kcai.edu Trent Roach: troach@kcai.edu Zacree Cobos: zcobos@kcai.edu