1“Enhancing the lives of Children”Dreams Do Come True

Dreams Do Come TrueProject Book

“Enhancing the Live of Children”

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3

Research

Process

Style Guide

Solutions

Tabl

e of

Con

tent 1.1 research paper 1.6 brand mission

1.2 demographics1.3 swot analysis1.4 brand vision1.5 creative brief

3.1 mission3.2 basic standard3.3 color & typefaces3.4 images & textures3.5 company collateral3.7 applications

4.1 website design4.2 motion graphics storyboard4.3 print ads4.4 promotional ads4.5 project conclusion4.6 references

2.1 mood board2.2 logo concepts & sketches2.3 print concepts & sketches2.4 web concepts & sketches2.5 motion graphics sketches

1.0

Res

earc

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1.1 Research Paper1.2 Demographics1.3 Swot Analysis1.4 Brand Vision1.5 Creative Brief1.6 Brand Mission

Reasearch

This thesis explored how non-profit orga-nizations utilized the Internet and brand to frame. Their causes through personal stories that illustrate the good

works and acts of charityPerformed by the organization. There are a lot of

different of non-profit organization out there, that are doing variety of charity work. This will point some key points on what it take to become a better brand, how to achieve that and what the competition is out there, this will also explain the steps it take to reach your goals and maintain you place. However, there is great discrepancy in the extent to which these organizations present their brand. While a few organization’s websites and brand provided model examples in the prominence, prevalence and synergy of good works stories, the majority did not utilize the medium to its fullest capacity.

What is a Brand? A brand is more than a logo, or even what it offers. A brand is how it makes people feel and think about the organization. “A brand is a person’s gut feeling about a product, service, or company. It’s a GUT FEELING because were all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSONS gut feeling, because in the end individuals, not by com-panies, markets, or the so-called general public, define the brand. Each person creates his or her own version.” (Neumeier, M.2012 para #3). What is Dreams Do Come True? Dreams Do Come True, Enhancing the Lives of Children is a national non-profit organization that makes the dream of an America’s youth come to life through the help of public, private, corporate donations and grants. They are not like many other children’s charities since one of their unique qualities is they grants dreams for kids ages 5 to 18 years old, and it does not matter what gender you are, your financial situation or your race. In order to continue to help a child’s dream come alive, Dreams Do Come True aims to provide each child joy in making their dream come true, and being part of the organization in an environment that they feel appreci-ated, comfortable and happy. The mission of Dreams Do Come

True is to help children find inspiration and reassure them that a dream can come true. However, Dreams Do Come True has a branding/aesthetic problem. By not being appealing to the target audience’s eye and marketing well, this limits more sponsors and dona-tions. In re-branding Dreams Do Come True with a new website, promotional ads, and apps, Dreams Do Come True will be able to draw in more viewers and raise more funds for the organization to make more children’s dream come alive.

Many different things influence brands they are influenced by everything, what you do, say, or people say about you. The question is how do we influ-ence the perception of others about Dreams Do Come True? First we need to dig a little deeper on what it takes to build a brand that will have meaning and sub-stance. What are Dreams Do Come True values, what are their qualities in services, goals and how will they be marketed? What is Dreams Do Come True and what is their mission?

Dreams Do Come True is a national non-profit organization and children charity that helps the lives of unfortunate kid’s dreams come true. It is a children’s foundation for every kid that has a dream. Dreams Do Come True have the help through private, public, cor-porate donations and grants. Age’s covers are 5-18 years old and it doesn’t matter…they having been around for 12 years since being started in 2000 by a man name Alfonso. Since a child Alfonso in vision creating a non-profit organization to help change the lives of America’s children through a special charity. Dreams Do Come True has a very unique ability “which allows them to change the lives of children emotionally and financially in ways that would never be attainable for them on their own. That is how they really do make dreams come true (Dreams Do Come True 2000 para#2). Dreams Do Come True mission is “to help enhance the lives of America's children regardless of their race, gender or financial status.” Dreams Do Come True values are reliance, integrity, excellent service, and staying positive. Dreams Do Come True qualities are strong leadership, courageous, trusting, transparent and encouraging. Dreams Do Come True. Dreams Do Come True is a remote organization The target audience that is

particular focused on is other sponsors, volunteers, parents, other non-profit

organizations, and large and small companies.

Dreams Do Come True problem is the lack of an appealing image in communicat-ing to their target audience and they need to tie their mission, purpose, plans, goals, ser-vices, and values to the aesthetic side would help them build their brand tremendously and give them recognition in other areas that they have not had before, which will bring more donations in to the organization. The whole task is to inform the public of the purpose, plans, and values of the organi-zation and successfully completing this task will enable people to understand Dreams Do Come True’s mission and engaged their support to achieve its goals. The solution to this would be creating a whole new look for Dreams Do Come True that includes creat-ing new colors, finding maybe a new font for the logo and redesigning a the website that is appealing to the audience and attract them to it. Creating a mobile app, promotional pieces display at conventions, adding visual images that capture people’s emotion, creating a pos-itive perception of the organization. " Design process consist of a series of methods that are put together to suit the nature of each design project or question." (Best, K. 2006 pg.112). Influence has a big part in our everyday life and to make a positive influence on young children and teens is a good start in laying strong foundation down in their life. This project is very important because this is the next generation and to make a positive impact on young kids and teen’s now could change their life now and how they might see it. "The creative process itself is the series of events or actions we take in order to produce an imaginative, but relevant way of approaching a challenge.” (Best, K. 2006 pg. 112).6

Abstract

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Demographic

* Sponsors* Private Owners* Volunteers* Corporate Donators* Families* Private Donators* Public Donators* Any Gender* Any Race

Strengths Opportunity

ThreatsWeakness

* Nonprofit organization * Has potential to be better* Unique Brand* Tax Exempt * Volunteers can mean a enormous saving to the business* They can offer things at discount prices be-cause they don’t have expenses of taxes

* Any grant that a charity may be eligible for an opportunity* There are many grants being offered even during recession* More freedom* Able to receive a grant from the govern-ment or private agency or group* Unique Brand* Unlimited Resources

* Non profits are very vulnerable to eco-nomic crisis* Charitable giving is one of the first cash outflows that consumers cut back on when money is tight* Public charities are held to a higher standard than for- profits* They depend on contributions* Non profits need to avoid the percep-tion of impropriety* Small scandal can be damaging

* A lot of non-profit organization barley cover their ex-penses with revenues* They can match the salaries of their for-profit competi-tors* Vulnerable to budgetary deficits* Typically are more focused on job satisfaction as com-petition* Locations* Budget problems also can be evident in purchasing from supplies

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Swot A

nalysis

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Brand Vision

Dreams Do Come True vision is to continue to strive to make a impact on families and chil-dren’s lives. Spread the gift around the world so that it can make a impact on others to join and do the same.

Creative B

rief

Positioning Statement Unique Selling Position

Key Tenants Call to Action

Customer who utilize Dreams Do Come True will experience a unique

Dreams Do Come True unique selling position is that not many non-profit organizations do what they do and is help children dreams come alive and inspire.

*Dreams Do Come True is a place to help children of all genders and races dreams come true.*Dreams Do Come True is unlike any other non-profit organization.*Dreams Do Come True stay true to what they believe, integrity, creativity, uniqueness

Generate more publicity and advertisements to draw to Dreams Do Come True web site and advertise to reach a wide audience to gain more popularity.

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Brand MissionUnique Selling Position

Dreams Do Come True mission is to dedicated theirs elves to making children all around the world dreams com true. To be a inspiration along the way in helping families want to be better in their lives. To achieve this

will improve on reaching out to families and communities to build a trust, honesty, and com-mitment to what Dreams Do Come True do.

To continue to show passion for the love of making children happy.

2.0 Development

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2.1 Mood Board2.2 Logo Concepts & Sketches2.3 Print Concepts & Sketches2.4 Web Concepts & Sketches2.5 Motion Graphics Sketches

Development

This mood boards represent all the different ideas in the beginning that was set, a mood board is on of the foun-dation of the process, all these images have a representation of the brand.

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Mood B

oard

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Mood Board

Logo Sketches

Different logos that were thought up before the final result was presented.

16“Enhancing the Live of Children”

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Print SketchesThis are the Print Sketches that created the final product .

Theses sketches are how the website was developed and creating, bringing out the key tenants the web needed to be creative, bright, and fun. The navigation is a bit dif-ferent its on the side but not hard for viewers to find, doing that it put a focal point on the images when first enter on the site.

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Web Sketches

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Motion SketchesThis motion graphics piece is a viral video that will be 30 secs, The company logo with fade in and out of the shots, images that will be use for thses clips are maninly chil-dren outdoor and different outdoor backgrounds, textures will be using during the be-ginning and the end adding soft clouds. All the words will pertain to the brand and how it will be effective is creating a call to action towards the end of the message which will be asking to help a donate to the foundation.

3.0 Style Guide

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3.1 Mission3.2 Basic Standard3.3 Color & Typefaces3.4 Images & Textures3.5 Company Collateral3.7 Print Standard3.8 Application

Style Guide

MissionDreams Do Come True mission is to dedicated their selves to making children all around

the world dreams come to. To be a inspiration along the way in helping families want

to be better in their lives. To achieve this will improve on reaching out to families and

communities to build a trust, honesty, and commitment to what Dreams Do Come True

do. To continue to show passion for the love of making children happy in life.

Brand Identity Dreams Do Come True brand identity

is includes within these pages. The

guide is designed to control how

Dreams Do Come True put in the

public eye. This reference document

include rules and suggestions for writing

styles and document presentations. The

brand concept is simple yet distinctive.

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Mission

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To ensure the legibility of the Dreams Do Come True logo, it must be surround

with a minimum amount of clear space. This distinguishes the logo from

competing elements such as text or background patterns that may detract

attention and minimize the overall impact. Using the logo in a consistent manner

across all applications helps both establish and reinforce immediate recognition

of the Dreams Do Come True brand. Green, blue, pink, and orange are the

dominate colors to be implemented in all possible situations.

Basic Standard

Old Logo

New Logo

“Enhancing the Live of Children”

“Enhancing the Live of Children”

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Basic Standard

Dont’s

Clear Space

“Enhancing the Live of Children”

“Enhancing the Live of Children”

“Enhancing the Live of Children”

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X

X

X

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Secondary colorsPrimary Colors

CMYK - 72, 0, 100, 0RGB - 0, 206, 66HEX# 00ce42PANTONE-1 39, 100, 81

CMYK - 12, 83, 61, 1RGB - 214, 81, 89HEX# F9A025PANTONE- 35, 85, 98

CMYK - 0, 43, 96 ,0RGB - 249, 160, 37HEX# f9a025PANTONE- 35, 85, 98

CMYK - 99, 79, 0RGB - 12, 78, 157HEX# 0C4EQDPANTONE- 213, 92, 62

CMYK- 1, 0, 0, 0RGB- 249, 255, 255HEX# fffffPANTONE-213,1, 1

CMYK - 44, 9, 12, 0RGB - 41, 196, 214HEX# 8DC4D6PANTONE-195, 34, 84

Colors

X

Headline:

Sub-headline:

Body Copy:

ArialRegular

Baskervile Old Face

Adobe Garamond ProRegular

Fun Bright Creative

Voice & ToneThese tenets are spoken throughout the Dreams Do Come True campaign. These words represent traits that best describe aspects of the Dreams Do Come True campaign and deliver the desire tone explained.

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Typefaces

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Fun Bright Creative These are some textures and imag-es that were use for ideas in creating this campaign along the way. These tex-tures and images had a great influ-ence on where the project is now.

Textures

Company Collateral is the deliverables that all organizations need to ensure a complete and consistent stem of brand commutations, both on and off line. It Is an important method of delivering the business vision to its audience. Company collateral should be relevant as well as reflect the quality of service and business objective.

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Com

pany Collateral

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Advertising is a form of communication used to persuade an audience to take some action with respect to prod-ucts, ideas, or services. The Dreams Do Come True print ad allows one to visualize who the targeted audience is, while sticking to the details in an organized structure. This helps assemble the brands overall image.

Print Standard

These show examples of the different merchandise being use to represent this brand. All use material must be bright, clean, and professional to keep the look for the brand.

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Applications

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Applications

4.0 Solution

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4.1 Website Design4.2 Motion Graphics Storyboard4.3 Print Ads4.4 Promotional Ads4.5 Infographic4.6 Project Conclusion4.7 References

Solutions

This website is intended to make the target audi-ence families, other organization, private dona-tor, public dona-tors, feel welcomed, accepted, and happy without evening experiences anything yet. The bright colors and the youthful feel the pages with connect with the audience promoting visitors to come back to the site.

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Websites D

esigns

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These pages are the core of what the brand is all about and what the brand look to provide fun, love, inspiration, and dream to help young children.

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Websites D

esigns

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Motion GraphicsFrame 1 - This first frame start of with a sunny blue sky with clouds and breeze as well, in the video you will hear a children playing and the wind blowing. The child makes a wish and blows the flower. You do not see the child you just hear the breath begin given.

Frame 2 - This frame continue on to show the particles begin blown which began to transition into different colors while dreams shown. The different colors mean the differ-ent phases.

Frame 3 - This frame is a continuation a the colors changing as music play in the background of the piece giving a warm, lov-ing, welcoming feel to attract the target au-dience attention.

Frame 4 -This frame is shows a picture of a little boy thinking of what would be like to go to a baseball game, while the picture ap-pears and disappears there is a description at the bottom explaining a little of the situa-tion

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Motion G

raphics

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Frame 5 - This frame shows a call to action , it to inspire the people watching and join and contribute to this organization and what it is doing. The shot fade out into the next one holding for about 8 seconds.

Frame 6 - This a image representing of little boy dreaming of a dream that he would like to come true after this shot that is for about 5 second it fades into the logo and call to action.

The promotional ads must be portray a youthfulness and en-gage the audience with a bright, fun, and creative language. By using bright colors, and imagery that the target audience can relate to and understand and connect to, the ads will grab the audience’s attention and convince them to be apart. The target audience needs eye- catching and different styles of advertis-ing to be persuaded to pay attention and act upon its message.

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Print Ads

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Promotional AdsIn the case of Billboard ads, the Dreams Do Come True website address logo must always be used under the headline. The images, colors, and tex-tures must be consistent with the rest of the brand marketing collateral items. By using this logo on billboards, we maintain a unified color and personality scheme and deliver our message in a clean, fun, and simple layout.

The Bus Stop ad can be use the same in the magazine ad layouts.

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Promotional A

ds

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Infographic

It is through this presentation of Dreams Do Come True Re branding Campaign that the importance of meetings the needs of young children is creatively possible. The presentation has demonstrated that Dreams Do Come True is ready for a great fresh start to launch its brand to effectively reach and help young children that are in need of inspiration and dreams fulfilled. By using fun branding collateral and young -focused awareness strategies, Dreams Do Come True will achieve the positioning needs for its brand recognition and target audience support. By establishing the organization as the best inspiring place to feel and come, the campaign reintroduces the brand with fresh de-signs, attention grabbing images, bright color schemes, typog-raphy, and fun feel. Dreams Do Come Trues brand key tenants, fun, creative, and bright. This campaign presentation showcase the brand strongest features and benefits in color, fun and inspir-ing way, and paves the way for a successful organization and fund increase.

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Project Conclusion

Designer by Kiashi Hosey, email- kiashi1985@gmail.com

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INSPIRE, JOIN, CONNECT!www.dreamdocometrue.org

Designer by Kiashi Hosey, email- kiashi1985@gmail.com

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Research Referenceswww.dreamsdocometrue.orghttp://www.photovisi.com/download?id=a38f3bf8-f895-433c-ab7a-b45be839f311&ready=truerecreation.slco.orgdownloadpsds.blogspot.comhttp://www.freegreatpicture.com/classic-design-material/blank-billboard-15622http://us.123rf.com/400wm/400/400/stefaniemohrphotography/stefaniemohrphotogra-phy0901/stefaniemohrphotography090100575/4162672-bus-stop-billboard.jpghttp://issuu.com/mdmfa_dsr/docs/rodriguez_viviana?mode=window&backgroundCol-or=%23222222depositphotos.comhttp://static3.depositphotos.com/1000839/193/i/450/dep_1933111-Two-blank-paper-pages-from-a-notebook..jpghttp://www.anthonykeal.com/consistency-in-design/http://d5media.co.uk/branding/style-consistency-graphic-designhttps://s3.amazonaws.com/easel.ly/all_themes/vhemes/meals/full.pngwww.ymcaeastvalley.orgbabycare.hoopos.comteachinggardens.wordpress.comhttp://dreamsdocometrue.org/Charity_Organizations.cfm?fp=ud6a6DGG4KuPcoY4EMqUrSOvk74VJTerud5OH59VX-OEgzu2vFdcnRgvUBOYgI1R3Pe0lJsR3MgnvmaxAoLd6lpB%2BGlfayx3N9CV%2Fr8LyOgiC%2BRZmwuU%2B-fqZSc1azCbDVdTg%2BSzNGDBYnktGWdaRJTKzWlQb1CeWk5zNKQ3DLphnIQur0F6j4ayFhPHatYuqUuxL672N-m6H%2FccQlo8PIIpA%3D%3D&yep=f%2BAbJK4icwycSqIn685giO0wM28PigoKWUys7wkeffl0pm52BthtyMk-Di4squSeFAo%2BAitrL4sA9JKm%2FFognttIZIBXAcgoW65z1BZpRMDAH%2BXfRZ5G79zt%2FH4tc3hC00oCZ%-2FR7wVfxZt9Lc0DWjXc7XwurGQ13Vuqtz6Pmi61v5%2F0vyilcbcksXpASZa302m%2BBkJ9MCAVeW73YnPMgon-03qRkLf%2Fr5u7%2FO8bn7%2FB0QzP2foFzTSBX5Me8PQ3GyzvWj5AlqDJO87h3iMFiLFcnxWL5TdpEwwXpAhloe-c94lo5kCB%2FbFdOmQYAcQwOrLC%2B34E4x8bU%2Bk37%2BdaMCARwfz3EtaixRdzDtIKskg7yQDnQ2gRy-7ad%2FO5bmieXh9mMys7OgrBr7zgGrhuuNyDPgfn8KqZNsX%2B4Au7ihtWqqGuwqMLGNKY%2FsSAZepGe5nls-D%2FnzCLPIWBd99s%2B1oWGyNiFD%2BUFiKZVEmsF9UPAKcWGbpKDniLfLSbeRclRxKnR5vvdZlqJVh1T9c-QyDW2bhW8Lf6B9o0bwl%2Bwscf5hISwE%3D&gtnp=0&gtpp=0&maxads=0&prvtof=MjyY9x9vr3ykcgxXdLCK3X-z2ei1zgoTf1S%2FHYQUsECw%3D&&gtnp=0&gtpp=0&kt=214&&kbc=4951&ki=5583316&ktd=0&kp=7&bd=-5%23900%231440%231%23n%23191%23631

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Images Referenceshttp://www.flickr.com/photos/courtneyrian/5644714356/http://www.flickr.com/photos/pinksherbet/344360575/http://www.flickr.com/photos/pinksherbet/401043756/http://www.flickr.com/photos/pinksherbet/212673112/http://www.flickr.com/photos/23890357@N06/3707624806/http://www.dukechildrens.org/whiteplainschildrenscenter.orgflocdayton.orgguardian.co.ukthedogtraningsecret.comwww.rvoice.co.ukwww.familyfourseason.comkingdomcare.com macekingsley.comthepositivechangeproject.orgstjohnspresby.orghttp://www.flickr.com/photos/comsubgru2/7408355950/http://media.photobucket.com/image/recent/GingerSue_1/ColorBubbles.jpghttp://www.flickr.com/photos/hannahduffyphotography/4786755218/http://www.flickr.com/photos/theleightonsuk/2516939832/http://www.flickr.com/photos/sempernovus/5897461205/http://www.flickr.com/photos/redwoodcovenant/764168700/http://www.flickr.com/photos/jessnichols/4009077298/

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Dreams Do Come TrueProject Book

“Enhancing the Live of Children”