Rebranding Vol. 1 - Process - Megan McMurray

REBRANDING VOL. 1 MEGAN MCMURRAY

Introduction Designer Statement About Guardian Angels Research Current Branding Interviews Midterm Review GAMSD Meeting Ideation Word Associations Sketching User Personas Mood Board Digital Sketching Design Icon Development Final Marks Identity System

CONTENTS

INTRODUCTION

DESIGNER STATEMENT

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Guardian Angels Medical Service Dogs, Inc. is a non-profit organization that trains and pairs service dogs to deserving veterans and others in need. Raising their dogs to treat a variety of conditions such as PTSD, brain injuries, depression/anxiety, and more - the organization has paired more than 300 dogs since its founding in 2010. My father became a recipient to service dog Cobalt in 2018 to heal his disabilities sustained in combat. My family has since grown a strong connection to the organization alongside him. As valuable as their mission is, I felt that their current visual identity didn’t fully express the community, healing, and independence that these dogs provide their recipients.

From the beginning of the research process, case studies, and interviews to the design of a new logo and its application, this rebranding is meant to mirror the hundreds of success stories that have bound together this brave community. I felt passionate to share my journey from start to finish in two books, with volumes titled “Process” and “Identity System” that encompass not only my personal experience with GAMSD but the entire body of work the organization has spent the last 10 years developing.

medicalservicedogs.org

INTRODUCTION

THE START OF GAMSD

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Guardian Angels began in 2009, when our Founder & Executive Director, Carol Borden was approached by Sam, a young man tragically paralyzed in a high school football accident. Sam required the constant aid of a caregiver, and had acquired a young German Shepherd named Bessie for companionship and a sense of independence, but quickly lost control of the dog. Carol, long known in Florida as an expert dog trainer, who’d been training dogs for nearly 50 years, was asked by Sam to train the dog. After what seemed like endless hours of training, there emerged this amazing service dog that was settled, obedient and able to give this man his life back. She now had the skills to pick up dropped items, open and close doors, bring him water from the refrigerator; help him move from his chair to the shower and so much more.

Watching Sam & Bessie function as a true team after the months of training brought everything into perspective for Carol, and at last she knew just what her years of dog-training and Business experience were for, and Guardian Angels Medical Service Dogs was born.

Since that first successful pairing, Guardian Angels is very proud to have donated more than 300 wonderful service dogs with deserving veterans and others in need. Guardian Angels trains for a variety of conditions, from mitigation of Post-Traumatic Stress Disorder and/or Traumatic Brain Injury symptoms, to seizure or insulin alerting, to mobility issues and more.

medicalservicedogs.org

MISSION STATEMENT

INTRODUCTION

Founder & Executive Director, Carol Borden

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Guardian Angels Medical Service Dogs, Inc., was created for the charitable purpose of rescuing, raising, training and then donating medical service/assistance dogs to mentally and/or physically impaired individuals to provide assistance, independence and improve the quality of life of both the recipient and the dog. In addition, it is our goal to promote education and pioneer research studies to further advancement of service dog training, raise public awareness regarding the laws pertaining to service dogs and lessen the dependency of the handicapped on government, communities, caregivers and families.

medicalservicedogs.org

WHAT IS A SERVICE DOG?

INTRODUCTION

These very special dogs help to give people back their self-confidence and independence. We are so often told how vulnerable a disabled person feels in a crowd or maneuvering in a large public area such as an airport. With their loyal and highly trained service dog at their side, recipients often report the ease of once-again facing public spaces.

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When people think of medical service dogs, they usually think of guide dogs for the blind, or perhaps they think of the therapy dog (please note that a therapy dog is not the same as a service dog). While a guide dog is a service dog, there are many other amazing jobs that these incredible canines can be trained to do.

Our dogs are trained to do various jobs as medical service dogs such as: Alerting for help Alerting prior to a seizure Diabetic alert Open/close doors, drawers and refrigerators Assist with balance issues Mitigate the challenges of PTSD (Post Traumatic Stress Disorder) including: Grounding from anxiety/panic attacks and flashbacks Waking from nightmares Assist those with autism

medicalservicedogs.org

In addition, a service dog is also legally permitted to travel on any public transit system with their owner (not in cargo) including buses, trains, boats, planes, etc.

RESULTS & LAWS

INTRODUCTION

Laws: By law, service dogs are allowed to go anywhere that the general public goes. That includes any privately owned businesses that serve the public such as restaurants, hotels, retail stores, taxi’s, theaters, concerts, sports facilities, etc. The American Disabilities Act (ADA) requires that businesses allow people with disabilities to bring their service animals onto business premises in whatever areas customers are allowed. By law, a business is not allowed to ask you what your disability is, nor can they demand proof that your dog is “certified”.

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Results: We are so very proud to say that of veterans receiving our service dogs, the rate of suicide in our recipients is Zero. Divorce rates, which can be up to 90% higher than the civilian rate in veteran families falls to less than 2%.

Additionally, our recipients report reduction or elimination of necessary prescription medications, improved family and community life - even a return to school and/or the workforce! This is a life-altering solution for those suffering from PTSD.

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RESEARCH

CURRENT BRANDING

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RESEARCH

CURRENT BRANDING

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RESEARCH

INTERVIEW PROCESS

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RESEARCH

MIDTERM REVIEW

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RESEARCH

GAMSD MEETING

I then took these words and applied them to my ideation processes, narrowing down the words by grouping them into overe arching ideas when it came time to begin the sketching process.

Healing Together Self-Awareness Love

WORD ASSOCIATIONS

IDEATION

Community Awareness Transformative Restorative Healing Freedom Unconditional Powerful Independence

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When beginning the ideation process, I started out by creating a list of words that I felt defined Guardian Angels through my research.

These words would be used to drive my creative process as a reminder of the criteria I wanted to portray in my final visual identity.

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IDEATION

SKETCHES ON PAPER

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IDEATION

USER PERSONAS

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IDEATION

USER PERSONAS

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IDEATION

MOOD BOARDING

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IDEATION

DIGITAL SKETCHING

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IDEATION

DIGITAL SKETCHING

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IDEATION

DIGITAL SKETCHING

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DESIGN

ICON PROGRESSION

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DESIGN

ICON PROGRESSION

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DESIGN

ICON PROGRESSION

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DESIGN

FINALIZED ICON

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DESIGN

FINALIZED MARKS

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DESIGN

IDENTITY SYSTEM

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DESIGN

IDENTITY SYSTEM

REBRANDING VOL. 1 MEGAN MCMURRAY