Harbor City Gymnastics - Project Book

Project Book Rebrand Campaign

HCGH A R B O R C I T Y

GYMNASTICS

This Project Book is a creative compilation of the design research and creative development process behind the making of the Harbor City Gymnastics (HCG) Rebrand Campaign. The goal was to develop an exciting and game changing new brand campaign to position HCG competitively at the top of their target market in order to spread awareness, increase memberships and double annual sales.

Empowering today’s youth to be fit for life!

Table of Contents

1.0

Research1.1 Brand Research 8 1.2 Demographics 121.3 Creative Brief 14

2.0

Creative2.1 Design Research 182.2 Moodboard 202.3 Logo Development 222.4 Design Toolbox 242.5 Print and Media 262.6 Products and Apparel 28

4.0

Final Designs4.1 Business Papers 564.2 Website 584.3 Digital Media 604.4 Advertising 624.5 Products and Apparel 644.6 Signs and Billboards 66

References 70

Style Guide3.1 Introduction 323.2 Designing with Personality 343.3 Logo Identity System 363.4 Fonts and Colors 383.5 Images and Photography 403.6 Print and Media 443.7 Products and Apparel 52

3.0

1.0

Research1.1 Brand Research 1.2 Demographics 1.3 Creative Brief

Harbor City Gymnastics – Rebrand Campaign8

Mark and Anne WeberOwners of Harbor City Gymnastics

Founded in 1994, Harbor City Gymnastics (HCG) is a privately owned and operated physical fitness facility that offers a variety of classes and teams for gymnastics, dance, and fitness. HCG believes every child has the ability to learn and grow to achieve a balanced state of physical and mental wellbeing by mastering the core exercises and skill sets of gymnastics. Compared to all other sports activities, only gymnastics builds strength, flexibility, speed, balance, coordination, power and discipline, all at the same time.

Gymnastics also develops strong character, independence, ambition and endurance, which have made gymnasts competitive students in the classroom averaging above other classmates. The results of their gymnastics programs have life long benefits that ultimately prepare them for a healthy fit and bright future.

Brand Research1.1

1.0 Research 9

HCG has not had an official logo or strong focus on brand identity until recently. This year, through volunteers, they were able to launch a new website and new logo. However, they have been limited on using it for much more than a static location on the web to post contact information and class schedules.

The ChallengeHCG has been challenged with finding time and affordable ways to keep their business growing. This campaign is specfically designed to overcome these challenges offering all the tools and resources to get HCG up to speed and show their competitors why they deserve to be number one in their market.


Recent TrendsThe worldwide web has given society open access to an abundance of available knowledge about the latest health issues, dieting, and the growing importance of nurturing your mind, body and spirit to achieve total wellbeing.

Changes in healthcare are influencing families to start adopting a more proactive approach to healthcare by focusing on living healthier lifestyles.

Working households share concerns about keeping their children active and out of trouble. It is often a challenge for parents to find valuable after school activities that supports mental and physical health and fitness as well as achieving academic success.

Today’s 10 year olds are the first generation expected to have a shorter life expectancy than their parents. – http://designedtomove.org

In less than two generations, physical activity has dropped by 32% in the U.S. – http://designedtomove.org

These inactive kids score up to 40 percent lower on achievement tests than their active friends. – http://designedtomove.org

1.0 Research 11

Campaign Action PlanRevitalizing the HCG brand and positioning them in the market to leverage these trends and economic changes, lends a huge opportunity for potential growth and expansion.

Through an extensive media plan, an advertising campaign will be created to bring HCG to a new heightened level of awareness in order to be better positioned to offer benefits that are aligned with the needs of their consumers in today’s market.

Focusing on kids before the age of 10 could change the trajectory for the next generation. – http://designedtomove.org

The science is clear. The debate is over. Urgent priority must be given to dramatically increase the world’s commitment to physical activity. – http://designedtomove.org


This campaign will target parents ages 25 - 45 years old with children ages 2-10. Individuals are working professionals, educated and health concious. Incomes range from middle to high class. These individuals value the benefits of physical fitness. Their children may be active or non-active, academic driven, or not. This will target families that are wanting to be proactive about their health and want to teach their children valuable life skills and disclipline that will empower them to live a healthy happy life.

This campaign will reach out to those looking for after school programs that will be valuable to their childs overall mental and physical development.

Demographics1.1

1.0 Research 13


Creative Brief1.1

1.0 Research 15

The Creative Brief includes the key information that is the foundation of this brand campaign. This information will drive the creative process and assist in maintaining consistency among all the deliverables affecting all the brand touch points.

Campaign Objective

To rebrand Harbor City Gymnastics (HCG) and launch an advertising campaign that takes HCG to a new heightened level of awareness in order to be better positioned to offer benefits that are aligned with the needs of its consumers in today’s market.

Key Tenets Inspiring, Ambitious, Fun-loving

PositioningGymnasts that train at Harbor City Gymnastics will be inspired, learn to be ambitious and work hard to achieve new goals, and will acquire the drive and determination to be healthy fit young adults ready to take on the world!

Unique Selling Point

Only gymnastics builds strength, flexibility, speed, balance, coordination, power and discipline, all at the same time.

Key Messaging

- Empowering today’s youth to be fit for life! - Inspiring Ambitious Moves- Believe, Achieve, Succeed- Fit for life!

Call to Action To increase membership, sales, and brand awareness of Harbor City Gymanstics.

2.0

Creative2.1 Design Research 2.2 Moodboard 2.3 Logo Development 2.4 Design Toolbox 2.5 Print and Media2.6 Products and Apparel


Design Research1.1The Competitive Survey SWOT analysis identifies the strengths, weaknesses, opportunities, and threats. HCG has many very important strengths including reputable coaches, great reputation overall, strong competitive track record, and almost 20 years in business. Every business has weaknesses and this campaign will actively address these in order to increase memberships and annual sales.

HCG has some great opportunities. With this campaign, they will be positioned to take full advantage of them. In 2007 there was a baby boom. The ideal age for new members is between the ages of 2-6 years old. This baby boom just hit that ideal age and with social media networking it is even easier to target this audience. Health awareness is up, fitness trends are on the rise, the 2012 Olympics inspired the world with the US Gymnastics team winning Gold! Some threats are the current state of the economy, the flux of the local job market causing families to move or adjust incomes while in transition between jobs. The lifelong benefits of gymnastics are often misunderstood or down played and the local gyms have had a longer web presence.With this research, this campaign has been specially designed to overcome the weaknesses, combat the threats, and take full advantage of the great opportunities showcasing all of HCG’s strengths!

2.0 Creative 19

Threats- Economy - Job market- Misunderstood benefits- Local gyms

Weakness- Lack of branding- Generic logo- Static website- No advertising- Location limited

Strengths- Reputable coaches- Great reputation - Strong track record- Competitive pricing- Founded in 1994

Opportunities- 2007 baby boom- Social media networking- New fitness trends on the rise- Health awareness is up


Moodboard2.2

inspiringambitious

2.0 Creative 21

ambitiousfun-loving

A great way to get a visual feel for any concept is to piece together a collage of images to create a moodboard. Each image conveys an emotion that ties to the brand’s key tenets. All together, this gives you a very broad view of all the creative possibilities. These images were gathered, purely for inspiration only, using http://taggalaxy.com/.


Logo Development2.3

Designing the new HCG logo was all about finding the simplest way to make a memorable statement that really represents the brand’s key tenets: inspiring, ambitious, and fun-loving. The other important factor was functionality. This logo needed to easily transfer to all mediums including print, web, digital media, products and apparel.

2.0 Creative 23

HCG

H A R B O R C I T YGYMNASTICS

Logo Vertical

HCGH A R B O R C I T YGYMNASTICS

Logo Horizontal


Brandmark

HCG – DESIGN TOOLKIT


Design Toolbox2.4

The design toolbox includes all the key design elements that will define the HCG brand essence in each deliverable. It includes the new logo, key images that represent the type of imagery and photography this campaign needs, the font families, as well as color codes and combinations.

By using this as the foundational resource along with the style guide, this campaign will live on and be able to continue communicating a clear and concise message promoting HCG and building brand awareness.

Original Logo Current Logo

NEW LOGO IMAGES

HCG



HCG – DESIGN TOOLKIT

2.0 Creative 25

COLORS

CMYK 0, 6, 93, 0RGB 255, 231, 26HEX FFE71APMS 803 CYE

LLO

W

CMYK 92, 0, 15, 5 RGB 0, 168, 203HEX 00A8CB PMS 632 C

SK

Y B

LUE

CMYK 0, 100, 99, 4RGB 227, 27, 35HEX E31B23PMS 1797 C

TAN

GO

CMYK 100, 85, 0, 13RGB 19, 61, 141HEX 133D8DPMS 2747 C

BLU

E

CMYK 0, 0, 0, 42RGB 166, 168, 171HEX 9FA1A4PMS 423 C

GR

AY CMYK 0, 0, 0, 100

RGB 0, 0, 0HEX 000000 PMS Black C

BLA

CK

IMAGES FONTS

Hello.HEADING Alte Haas Grotesk

Fit for life!SUBHEADING Tabitha

Reaching new heights.BODY COPYAlte Haas Grotesk

HCG

HCG

HCG HCG

HCG

HCG

HCG

HCG

HCG

HCG

HCG


Sketching wireframes, storyboards, and ad mock-ups are the initial iterative steps to creating a new design concept. This creative development process allows for broad innovative creativity that is then tested, refined and refocused down to a very solid design solution.

Print and Media2.5

Stationery Print Ads

2.0 Creative 27

Print Ads

Website


Products and Apparel2.6

Designing the products and apparel for HCG was all about making a statement and conveying the brand essence and personality. Each item, from the uniforms to the shirts to the gym bags, feature the HCG brandmark in a way that will make a memorable impression. These items are designed to proudly represent HCG members and alumni and will ultimately build positive brand awareness in the community.

2.0 Creative 29

Style Guide3.1 Introduction 3.2 Designing with Personality 3.3 Logo Identity System 3.4 Fonts and Colors 3.5 Images and Photography 3.6 Print and Media 3.7 Products and Apparel

3.0


Introduction3.1

3.0 Style Guide 33

Keeping Our Brand PromiseOur brand is the beating heart of our company. It is the living stream of energy and passion that runs through all we do and say that connects with our audience. From our coaches to our gymnasts, our facilties and our greetings, from our logo to our website, it is all connected to this living fun-loving energetic brand! This is who we are and what differentiates us from our competition. Keeping our brand promise takes nurturing and lots of love. This is how we do it!

This style guide provides everything you need to know to ultimately enhance marketing efforts so that effective use of the brand logo, design and expression consistently generates the intended message in order to build positive brand awareness, confidence and trust. We want to weave our passion and team spirit into everything we do and share it with our community.

Every positive experience at Harbor City Gymnastics (HCG) helps build our brand equity and increases the likelihood of lifelong member relationships. Using this style guide will ensure that we get the word out and make HCG and our gymnasts truly shine!


Designing with Personality3.2

3.0 Style Guide 35

What makes us Unique?HCG has lots of personality and we want to make sure that comes through in all we do. We are devoted to giving our gymnasts and athletes a safe and positive environment to grow and develop their special skills and discover new talents. To deliver this message of our brand promise, it’s important to design with our key tenets using our voice and tone. This campaign is organically centered around HCG’s brand essence and key tenets:

inspiring + ambitious + fun-lovingOur mission is to inspire our gymnasts, teach them ambition, and offer a fun-loving safe environment that leads the way to a rewarding lifetime of fitness. Every design piece should reflect the voice and tone of our mission and these two key messages:

“Empowering today’s youth to be fit for life!”

“Fit for life!”

“Inspiring ambitious moves.”


The HCG logo has specific standards that need to be followed in order to maintain consistency. This is a symbol of our brand promise that will build credibility when recognized. It will carry the brand essence and make a memorable statement everywhere it goes.

Stand Out!

Logo Identity System3.3

3.0 Style Guide 37

Stand Out! G

G

G G

H A R B O R C I T YGYMNASTICSHCG

G

G

GG

G

HCG

H A R B O R C I T YGYMNASTICSG

GG

G

G

HCGG

G

G G


G

G

GG

G

HCG

H A R B O R C I T YGYMNASTICSG

GG

G

G

HCG

Brandmark + Logotype = LogoClear space around the logo allows it to stand out where ever it is. In order to maintain a comfortable amount of clear space around the logo, use the height of the “G” in GYMNASTICS. The full logo, including the brandmark and logotype, should be used at all times where appropriate room is available. It must be legible and no smaller than 1” wide when vertical, and 2” wide when horizontal. For uniforms and merchandise, the brandmark icon is used instead. Use the “G” in the icon to measure clear space around the brandmark icon.

Logotype

Brandmark Brandmark

1xG

NOTE: The “G” in the logotype and the “G” in the brandmark will always be the same size.

1xG

1/2xG

1/2xG


Logo Variations

Color Variations on WhiteBlack and White Logos

The HCG logo is black, however, if the background is black, the logo would then be all white as seen below. When using the brandmark icon in a circle, the following color combinations are available to use. It is important to use only these color combos based on the HCG color palette. These colors add to the uniqueness of the HCG brand.

Branded Color Combos

HCG


HCGH A R B O R C I T YGYMNASTICS HCG

HCG

HCG HCG

HCG

HCG HCGHCG

HCG

HCG

HCG

HCG

3.0 Style Guide 39

Incorrect Logo UsageBelow are samples of the most common incorrect uses of logos. These must be avoided when using any of the HCG logos to avoid looking unprofessional and losing credibility.

Do NOT stretch, bend, curve, or distort logos.

Do NOT use patterns in the logo or behind it.

Do NOT add strokes, bevels, or textures.

Do NOT use other colors outside of the color palette.


Fonts and Colors3.4

Fonts and colors are consistent elements of every piece of this campaign. Consistency is key in representing a cohesive look and feel of the HCG brand. The heading font choice is Alte Haas Grotesk for its young yet sophisticated appeal that represents the energy and discipline of gymnastics. Tabitha font is used as a subheading font or accent font for its casual and fun characteristics.

HCG

HCG

HCG

HCG

HCG

HCG

HCGHCG

3.0 Style Guide 41

Hello.Heading: Alte Haas Grotesk

Fit for life!Subheading: Tabitha

Reaching new heights.

Body Copy: Alte Haas Grotesk

ColorsFontsAll communications, marketing and advertising shall use the following fonts for all deliverables to maintain a consistent look and feel to the entire campaign.

The following color codes are for all platfoms.

Print/Merchandise: CMYK and PMSWeb/Digital: RGB and HEX

CMYK 0, 6, 93, 0RGB 255, 231, 26HEX FFE71APMS 803 CY

ELL

OW

CMYK 92, 0, 15, 5 RGB 0, 168, 203HEX 00A8CB PMS 632 C

SK

Y B

LUE

CMYK 0, 100, 99, 4RGB 227, 27, 35HEX E31B23PMS 1797 C

TAN

GO

CMYK 100, 85, 0, 13RGB 19, 61, 141HEX 133D8DPMS 2747 C

BLU

E

CMYK 0, 0, 0, 42RGB 166, 168, 171HEX 9FA1A4PMS 423 C

GR

AY CMYK 0, 0, 0, 100

RGB 0, 0, 0HEX 000000 PMS Black C

BLA

CK

HCG

HCG

HCG HCG

HCG

HCG


The look and feel of this campaign will be driven by key images that convey the brand’s key tenets: inspiring, ambitious, and fun-loving. Smiling faces, gymnastics poses, motion, and energy are all ideal choices. Images need to be clean and appropriate resolution for the intended medium. Imagery and illustrations should all incorporate colors from our brand color palette.

Images and Photography

3.5

3.0 Style Guide 43


Nurturing our brand takes time and attention to detail. Every deliverable from a simple business card, to a letter, flyer, video clip or website, has guidelines to be followed. These guidelines allow each piece to be consistent in representing our brand and delivering a solid clear message to our target audience everywhere at anytime. This defines who we are and makes us stand out amongst our competition.

Print and Media3.6

Fit for life!

Fit for Life!


HCG


Fit for life!

HCG

Fit for life!

Fit for Life!


HCG

Fit for life!

Fit for Life!


HCG

Fit for life!

Fit for Life!


HCG


H A R B O R C I T YGYMNASTICSHCG 2882 Mariah Drive, Melbourne, FL 32940

321.242.3310 | HCGym.com


2882 Mariah Drive | Melbourne, FL 32940 321.242.3310 | [email protected]

www.HCGym.com

HCG H A R B O R C I T YGYMNASTICS

2882 Mariah Drive | Melbourne, FL 32940

321.242.3310 | [email protected]

www.HCGym.com

Business Card Dimensions:Bleed size: 95.25 × 57.15 mm (3.75 × 2.25 in) (1⁄8 in bleeds)Standard cut size: 89 × 51 mm (3.5 × 2 in)Rounded corners: 12pt top left/bottom rightSee full specification on page 47.

3.0 Style Guide 45

StationeryFor letterhead, envelopes and business cards, be sure to include the following design elements and use the correct logo treatment with the HCG color palette.

0.5” margins

2.5” margins

MM/DD/YYYHello

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras venenatis luctus aliquam. Aenean nec purus consequat metus commodo sagittis. Ut nisl elit, laoreet ut fringilla sed, sagittis adipiscing ante. Proin id sapien cursus lacus lobor-tis tempus ut non justo. Nullam tristique sapien vitae justo venenatis bibendum. Vestibulum nec felis at sem placerat hendrerit. Duis pharetra, nibh et blandit rutrum, eros mi ultrices elit, a eleifend enim augue et sem. Etiam interdum pulvinar justo, nec pharetra dui tincidunt eu. Duis quis magna mi, ac tempor nunc. Proin rutrum, erat eu egestas vehicula, lorem dolor auctor eros, faucibus vestibulum lacus urna quis libero.

Donec hendrerit, elit congue pretium tempor, eros nulla accumsan leo, ac aliquet ligula mi laoreet nisl. Proin porta metus bibendum quam mattis aliquam. Praesent mattis diam ac enim faucibus sit amet sodales elit lobortis. Mauris venenatis ultricies neque et elementum. Morbi eget elementum ante. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Mauris convallis ultrices eleifend. Aenean rhoncus pharetra leo vitae euismod. Morbi non massa quis risus iaculis pharetra. Donec dui nisl, aliquet eu pharetra ut, ultrices eget dui.

SignatureName



Front: White background, black horizontal signature centered with address, phone number, and web address.

Fit for life!

Fit for Life!


Back: Solid color with brandmark icon (follow HCG’s color palette combos). Icon is centered one letter “G” above the tagline. “Fit for Life!” sits centered in the middle of the bottom half.

Icon

1xG G

G

12ptround



www.HCGym.com

MM/DD/YYY

Hello

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras venenatis luctus aliquam. Aenean nec purus consequat metus commodo sagittis. Ut nisl elit, laoreet ut fringilla sed, sagittis adipiscing ante. Proin id sapien cursus lacus lobortis tempus ut non justo. Nullam tristique sapien vitae justo venenatis bibendum. Vestibulum nec felis at sem placerat hendrerit. Duis pharetra, nibh et blandit rutrum, eros mi ultrices elit, a eleifend enim augue et sem. Etiam interdum pulvinar justo, nec pharetra dui tincidunt eu. Duis quis magna mi, ac tempor nunc. Proin rutrum, erat eu egestas vehicula, lorem dolor auctor eros, faucibus vestibulum lacus urna quis libero.

Donec hendrerit, elit congue pretium tempor, eros nulla accumsan leo, ac aliquet ligula mi laoreet nisl. Proin porta metus bibendum quam mattis aliquam. Praesent mattis diam ac enim faucibus sit amet sodales elit lobortis. Mauris venenatis ultricies neque et elementum. Morbi eget elementum ante. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Mauris convallis ultrices eleifend. Aenean rhoncus pharetra leo vitae euismod. Morbi non massa quis risus iaculis pharetra. Donec dui nisl, aliquet eu pharetra ut, ultrices eget dui.

SignatureName


2882 Mariah Drive Melbourne, FL 32940

321.242.3310 [email protected]

www.HCGym.com

HCG

G


H A R B O R C I T YGYMNASTICSHCG 2882 Mariah Drive

Melbourne, FL 32940

HCGH A R B O R C I T YGYMNASTICS2882 Mariah Drive Melbourne, FL 32940

HCG


When designing an ad for HCG, the key to remember is to have: All Ads must include:• prominent and visible HCG logo• strong headline message with well written copy • an engaging photo of a gymnast• use HCG’s color palette• provide a clear and visible call to action

Depending on where the ad is going, there will be different specifications to follow. Be sure to find out what they are before you begin designing.

Print Ads need to be designed at 300dpi with high resolution photography. Refer to the HCG color palette on page 43 for CMYK and Pantone colors for print. See Standard Print Ads for standard Ad sizes.

Web Banners need to be designed at 72dpi and saved for the web as a GIF or PNG file. Be aware that the file size is a critical part of the design. Keeping the file size as lite as possible will allow it to load faster.

Advertising Common Print Ad Sizes

Style SizeFull Pg 9.66”w X 11.125”d 3/4 Pg 7.2”w X 11.125”d 2/3 Pg 9.66”w X 7.361”d 1/2 Pg Square 7.2”w X 7.361”d 1/2 Pg Horizontal 9.66”w X 5.479”d 1/2 Pg Vertical 4.75”w X 11.125”d

Common Web Banner Sizes

Size Style 851 x 314 Facebook Timeline Banner468 x 60 Full Banner 728 x 90 Leaderboard 336 x 280 Square 300 x 250 Square 250 x 250 Square 404 x 404 Facebook Wall Square 160 x 600 Skyscraper 120 x 600 Skyscraper 120 x 240 Sm Skyscraper 240 x 400 Fat Skyscraper 234 x 60 Half Banner 180 x 180 Facebook Profile 180 x 150 Rectangle 125 x 125 Square Button

3.0 Style Guide 47


GYMNASTICS


GYMNASTICS


GYMNASTICSHCGH A R B O R C I T Y

GYMNASTICS


HCG Online icons:

Web Icons - main menu

Website Design SpecsWidth: 1024px

Align: CenterRight/Left Margins: 75px

Columns: 6Gutter: 9px

Arrows:

WebsiteThe new website design is based on 3 columns by 3 columns. Custom web icons were designed to give this site an interactive look and feel to it. Be sure to use the fonts and colors from this style guide for the web.

Classes Benefits Our Story Pics + Vids ProShop Contact

3.0 Style Guide 49

Header is consistent on every page:

HCG Online Sign In

Contact Information

Main horizontal navigation

Rotating hero banner has key messaging and key images and photography.

Arrow indicators used to identify the different banners as they rotate.

Hot spots are divided into 3 columns with color coded title bars for each category.

Body sections includes key infomation over a white transparent background with calls to action.

Footer includes the copyright and social media links.


Spotlight VideoDesigning multimedia videos can be done many different ways. For this series, all motion graphics deal with still photograpy stylized with high contrast on a white background. Music and after effects add creative transitions between scenes.

Be sure to storyboard your concepts and include a consistent theme of logo usage, photography, HCG colors and typography. Appropriate music should be selected to compliment the visuals and should also be consistent with the theme of this series set by the first series video launched or consistent to a new theme still based on the brand’s essence and look and feel. Music should always have a positive upbeat and happy energetic vibe that resembles the HCG environment.

These videos are designed for HCG’s YouTube channel and need to follow the standard output requirements.

Include the following key elements:

Engaging introduction that gets the attention of your target audience:“What are you doing after school?”

Clean and focused photography that conveys the intended message.

Clear take away message:“Empowering today’s youth to be fit for life!”

HCG logo

Call to action:“Visit us Online to JOIN! www.HCGym.com”

Output Requirements: (check YouTube’s latest specs)

1 2

1

2

3

4

5

3.0 Style Guide 51

3 54


UniformsWhen performing, our uniforms unify our teams and represent who we are as a whole. The HCG “Icon” is the branded mark that is consistent on every uniform. As the seasons change, the designs using the HCG colors will vary, however, colors should remain black with a solid color accent design.

Male: top center Female: top left

We love to show off our pride and team spirit! From our uniforms to our gymnastics gear, our logo is a symbol of our brand promise. Each product is designed with our color palette to build brand awareness and to proudly represent all we stand for.

Inspiring + Ambitious + Fun-loving


3.0 Style Guide 53

Using our color palette, logo and tagline, we can create all kinds of fun and eye-catching designs for t-shirts, hoodies, gym bags, wrist bands, water bottles, and more.

Follow these basic requirements when branding new items:

•Use one of the HCG logos•Follow all design specifications

for logo usage•Use HCG’s tagline (optional)• Include the website URL •Use the HCG color palette (solid

colors only)•Use the color combinations that

create effective contrast with the logo in order to stand out from a distance (refer to pg. 34)

These products represent our brand promise and should always be designed to proudly represent what HCG is all about.

Gymnastics Gear

HCG

Fit for Life!

4.0

Final Designs4.1 Business Papers 4.2 Website4.3 Digital Media 4.4 Advertising 4.5 Products and Apparel 4.6 Signs and Billboards

References


Business Papers 4.1

Notepad Stationery

Envelopes

4.0 Final Designs 57


Fit for life!

HCG

Fit for life!

Fit for Life!


HCG

Fit for life!

Fit for Life!


HCG

Fit for life!

Fit for Life!


HCG



www.HCGym.com

Business Cards


Website4.2


HCG

Fit for Life!


Digital Media4.2


Advertising4.3


GYMNASTICSHCGH A R B O R C I T Y

GYMNASTICS

Social Media

Facebook

Flyer


Poster



HCG

Fit for Life!


Signs and Billboards4.5

References


RESEARCH

Haskell, M. (2004). Tumbling Tots. American Fitness, 22(3), 30-32.

B´elanger-Gravel, A. A., & Godin, G. G. (2010). Key Beliefs for Targeted Interventions to Increase Physical Activity in Children: Analyzing Data from an Extended Version of the Theory of Planned Behaviour. International Journal Of Pediatrics, 1-7. doi:10.1155/2010/893854

Archer, S. (2007). Fitness and wellness intertwine: a major industry rises. Retrieved from http://www.ideafit.com/fitness-library/fitness-and-wellness-intertwine-major-industry-rises

Fox, C. K., Barr-Anderson, D., Neumark-Sztainer, D., & Wall, M. (2010). Physical Activity and Sports Team Participation: Associations With Academic Outcomes in Middle School and High School Students. Journal Of School Health, 80(1), 31-37. doi:10.1111/j.1746-1561.2009.00454.x

(n.d.)(2011). Gym, health & fitness clubs in the us u.s. industry report survival of the fittest. Retrieved from http://www.ibisworld.com/industry/default.aspx?indid=1655

Sutton, T., & Whelan, B. (2004). Complete color harmony. (p. 15). Beverly, MA: Rockport Publishers, Inc.

(2007). Design matters//logos. (p. 8). Beverly, MA: Rockport Publishers, Inc.

Fout, J. (2009). Social media success!. (p. 8). Silicon Valley, CA: happyab


IMAGES

All gymnast photos on the following pages were do-nated by Harbor City Gymnastics for this project and reserve the rights to these photos.Cover, p. 6-9, 11, 14, 16-17, 24, 30-32, 34, 36, 42, 43, 47-48, 50-51, 58-62, 66-67

P. 10 - Image collage (screen shot of google’s search bar, medical papers, and graph)Image source for medical papers: iStock_000016383988Small.jpg

P. 13 – Screenshot of Google Maps: http://hcgym.com/contact/

P. 18 – Girl doing a backbend: shutterstock_22008697.jpg

P. 22, 26, 28 – Hand holding marker: shutterstock_50806456.jpg

P. 40, 43 – Girls climbing on bars: iStock_000019278975Large.jpg

P. 42 – Little girl on bars: iStock_000005934838Large.jpg

P. 44 – Girl holding up a business card: iStock_000002927589Medium.jpg

P. 48-49, 62 – Tablet computer: iStock_000018518673XLarge.jpeg

P. 50-51 – Straight filmstrip: Filmstrip straight: shutterstock_62672827.ai

P. 51 – TV monitor: shutterstock_103842515.eps

P. 54-55 – Girl walking a balance beam: iStock_000016932494Large.jpg

P. 56 – Hand writing on a notepad: shutterstock_64238218.jpg

P. 57 – Stationery: shutterstock_64078204.ai

P. 59 – Little boy holding a tablet computer: shutterstock_109335908.jpg

P. 60-61 – Filmstrip curved: shutterstock_11676670.jpg

P. 60-61 – Three laptops: shutterstock_74425465.jpg

P. 63 – Girl holding poster: shutterstock_66636850.jpg

P. 63, 68 – Kids raising hands up: shutterstock_88357615.jpg

P. 66 – Billboard: shutterstock_34363462.ai

P. 67 – Back of bus: shutterstock_61400443.jpg

P. 68 – Billboard on brick wall: shutterstock_30540682.jpg

All other illustrations were custom designed.

Harbor City GymnasticsProject Book – Rebrand CampaignBy KyAlea Kjerulff Media Designer321.223.6794 | [email protected]

Empowering today’s youth to be fit for life!

www.HCGym.com

Harbor City Gymnastics - Project Book

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Transcript of Harbor City Gymnastics - Project Book