The Leary FirefightersFoundation

Project Book

The Leary Firefighters Foundation

1.0

2.0

3.0

4.0

Table of Contents

1.1 Introduction.........................8

1.2 Research Paper...................10

1.3 Client Brief..........................16

1.4 SWOT Analysis...................18

1.5 Personas..............................20

2.1 Competitive Survey............24

2.2 Mood Boards......................26

2.3 Logo Concepts...................28

2.4 Color & Type Ideas.............30

2.5 Digital & Print Concepts....32

3.1 The Logo..............................36

3.2 Logo Uses & Limits.............38

3.3 Color & Typography...........40

3.4 Image Use...........................42

4.1 Website................................46

4.2 Products...............................48

4.3 Social Media&Newsletter..50

4.4 Posters..................................52

4.5 Mobile Ads..........................54

4.6 Video....................................56

Research

Process

Style guide

Solutions

1.0 Research

7

Introduction1.1

8

They walk among us, nameless to most. They are heroes who risk it all placing their lives

on the line for a total stranger. They work in the unknown. They are Firefighters.

9The Leary Firefighters Foundation is an effective non-profit organi-zation that provides equipment, to fire departments in need. This infographic illustrates the process taken throughout the rebranding of The Leary Firefighters Foundation, while displaying research, style guidelines, and asset creation. This projects solution will in-crease donations to the LFF and raise awareness of the good that this foundation provides to those who risk their lives everyday.

Research Paper1.2

10

The Leary Fire Fighters Foundation is a non-profit organization that depends solely on receiving donations to keep the foundation running and successful. Since 2000 the founda-tion has been helping to make a difference in the training and safety of firefighters through-out the country. This non-profit organization was created for the purpose of funding fire departments in need of equipment, training, and apparatus. The foundations truly unique aspect is that they are the only organization that asks firefighters directly what they need and supplies it. The foundations success has created many opportunities for organizations to collaborate and raise funding for numerous benefits.

The Leary Firefighters Foundation has a solid background in delivering a means to fire departments that otherwise cannot obtain funding for essential equipment. Not for profit foundations such as the LFF typically carry an excessive operating expense. However, the Leary Firefighters Foundation has minimal operating expense, the brand does not have the clout or resources to target a large demographics. As a whole, the brand is outdated and needs to be revitalized, allowing fans and donors to contribute easily and effectively.

The fire service is a very close-knit community and they take care of their own which leads you to believe that most of their donations come from within this brotherhood. But thats not the way things work, firefighters get paid very little and most have a second job. This paper discusses an objective way of raising awareness and rebuilding the brand through multiple facets.

Abstract

11

Introduction

The Leary Firefighters Foundation was formed by the star Denis Leary of the hit television series Rescue Me (Foundation, 2000). This non-profit organization was created for the pur-pose of funding fire departments in need of equipment and training, which lends a help-ing hand for todays fire professionals. Leary formed the foundation after losing a child-hood friend and his cousin to a large fire along with four other members of the firehouse. Since 2000 the foundation distributed millions of dollars to fire departments throughout New England, New Orleans, New York, and Los Angeles.

Since the foundation was created their donations were at a steady incline for about seven years, but after Denis Learys staring role in the hit TV series Rescue Me ended, donations have fallen. The brand as a whole is not as recognizable as other foundations such as the FDNY Foundation. Due to the lack of publicity, advertisements, and a complex donation website, the foundation has lost its momentum in raising awareness for their cause.

This project will explain, demonstrate, and evaluate how the rebranding of The Leary Fire-fighter Foundation (LFF), will increase donations and sales of memorabilia by 35% over the next three years. The mission is to create a new brand strategy and a website that raises awareness of the foundations purpose to provide equipment, training and apparatus di-rectly to fire departments in need. This project will offer a widespread awareness to the LFF and the function of the foundation. The rebranding of the website will include an online retail store which offers new products, a simplified process for donations, and a member-ship program. The Leary Firefighter Foundation is the only foundation that asks firefighters directly what they need and delivers it.

12

The Leary Firefighter Foundation

The Leary Firefighter Foundation (LFF) is located in lower Manhattan, New York. The small office space is used to maintain the foundations web-page and phone line. The foundation is posi-tioned around the core value of providing fire-fighters with what they need so they can return home safely to their families.

Non-profit organizations are endeavors that allow for people to help make a difference in the world that they inhabit. The Leary Firefighters Founda-tion wants to help provide first responders with equipment and training that will prevent future fatalities in the line of duty. In 2001 Investigative Reporters & Editors conducted an investigation to see if the Detroit firefighters were fully trained and equipped to successfully fight fires. The results yielded, fire officials repeatedly and knowingly sent broken equipment and too few firefighters to put out blazes and rescue people, sometimes with tragic results (Claxton & Hurt, 2001). They also discovered The building that houses the fire departments training academy is so rundown that the citys public works de-partment assumed it was abandoned and ap-proved it for demolition (Claxton & Hurt, 2001). Fire departments across the country experience these same issues due to the lack of funding to provide them with the necessary resources to safely battle fires. Denis Leary told CNN, I gave up on ever hoping that politicians in this country -- local, state or federal -- would step in to help these guys (Callebs, 2008). Since then Leary has utilized that bold stance to help bring attention to the foundation through publicity. Denis is not afraid to speak his mind and make sure every-one understands the need that the foundation is attempting to fulfill, for the fire service.

The U.S. Fire Administration reported in 2011 that there were 83 firefighter fatalities in the United States (U.S. Fire Administration, 2012). All of the fatalities transpired while members were on duty.

LFF donors not only help protect the fire-fighters, they also help decrease the num-ber of casualties. Having the proper equip-ment, technology, and apparatus allows fire departments to make faster response times and increase the chances of putting out fires before the whole building be-comes fully engulfed.

In 2002 The Leary Firefighter Foundation received $1,922,069 in donations, just two years after the foundation was formed. Years 2002-2006 the foundation raised about the same amount of proceeds, but shortly there after they began to decline rapidly. The most recent tax document available from 2010 stated that the founda-tion only received $395,163 in total reve-nue, not including the administrative ex-penses (The Leary Firefighters Foundation, 2002-2010). The goal of this project is to rebrand the LFF to increase the donations and sales of memorabilia by 35% over a three-year period.

2002

2010

$650,000$2,000,000

Donations Recieved

13

Brand Strengths The LFF has spent the past twelve years working with fire departments across the country, in an effort to help reduce the risk of firefighter fatalities in the line of duty. Many non-profit organizations operate with hefty administrative costs, but the Leary Firefight-ers Foundation operates at a third of the cost compared to the FDNY Foundation. Although in 2008 the FDNY Foundation re-ceived $4,122,599 (FDNY Foundation, 2008) in donations and revenue, whereas the LFF only accrued $401,250. The FDNY Founda-tion is more distinguishable and alluring for additional corporate sponsorships, as many of those corporations may be involved in the sale of equipment to the FDNY. Throughout the foundations existence their expenses have remained smaller than most of their competitors.

Public Involvement

Since the launch of Learys foundation they have united with other foundations and cor-porations in an effort to raise both funding and awareness. In a recent event the foun-dation partnered with the All Hands Working Charity and the Philadelphia Flyers Alumni, for a charity hockey event. The funds acquired through this event will be donated to The LFFs Hurricane Sandy relief fund (Reports, 2013). The Leary Firefighters Foundation has provided fire departments with fire/rescue boats, all terrain vehicles, mobile command centers, and even rebuilt eleven firehouses in New Orleans. One of the foundations most recognized donations was a high rise training facility. The training center allowed firefight-ers to experience a state of the art simulation, while honing their skills.

Campaign Objectives

This campaign project was created with the intent to achieve two things increase the sale of memorabilia by 35% and to raise awareness of the foundations cause. To do so, deliverables will need to be created that represent The Leary Firefighters Foundation and the values that formed it. The first step to rebranding the foundation will be to design a logo that utilizes the three key tenets Brave, Heroic, and Determined. At its core, the logo is to represent everything that the founda-tion stands for while being easily associated with The LFF. The current logo is outdated and unclear as to what it represents. When designing the new logo the goal is to create a simple yet bold logo that highlights the brands purpose.

One of the major parts of rebranding the Leary Firefighters Foundation is to design a website that is simplistic and intuitive. The foundation is asking people to donate to the cause but you shouldnt be redirected through three webpages before you can actually donate. This project will address that problem and bring many new elements to the website in order to increase and attract a larger demographic. Jake Rocheleau states: A cluttered web design harbors resentment in the eyes of many visitors. Too much in-formation overload and youll send people running away! (Rocheleau, 2012).

14

Campaign Objectives Cont.

The design and layout of the website is crucial to keeping the attention of the user, as well as the text that is communicated. By using a min-imalistic styled layout and sticking to a specific color scheme the large amount of content displayed will be organized and easy to find. The home page will showcase the foundations accomplishments in the fire service. By dis-playing this information potential donors can immediately see the benefits of donating to Learys foundation and the promising future it holds. The new and revitalized retail store will be the main attraction to the website besides the donation page. This project will also in-clude the design of shirts, coffee mugs, glass-ware, hats, decals, and coasters. Each item will be specifically designed to display the founda-tions new brand identity.

Additionally, the website will include a mem-bership program where users can sign up to donate a given amount of money yearly. The program will grant donors access to a blog where firefighters from across the country post stories about their firehouses, calls, and even their everyday lives. This attraction will target the key tribes of The LFF and possibly extend their demographic reach. The Leary Firefight-ers Foundation will also need to create more partnerships with other nonprofits and compa-nies. To do so the blog will have a specific area for ads, where companies and other nonprofit organizations can sponsor the blog. All of the proceeds from these sponsorships will be do-nated to a random firehouse (that partakes in the blog) each month for exercise equipment. Throughout the entire rebranding project the use of color, space, typography, and textures will provide a unique and appealing look to The LFF. The colors used in the project will range from multiple shades of red, to black, white, and gold. Color Matters states:

In visual experiences, harmony is something that is pleasing to the eye. It engages the viewer and it creates an inner sense of order, a balance in the visual experience (Color Matters). The goal is to apply the colors in such a way that its eye catching and intuitive. The current color scheme uses mainly black and grey, which is very dark and doesnt represent the good that the foundation aims to do with donations and profits. A clean and simplistic design will utilize textures to create a web environment that is worn, scratched, and marred. The target audience is broad but the use of these textures will demonstrate the type of equipment they are helping to replace and the pounding they take. To tie all of the elements listed above together the choices in fonts will show both strength and clean easy to read text. Some of the different typefaces being considered are Avenir Book, Copperplate, and Imprint.

Advertising will be focused on both the web and print. The recently chosen tagline for The LFF Leave your footprint will be used in the ads stressing how donors can affect the fire service. Possible imagery for the ads could show different equipment with a sooty footprint across it. The idea behind both the tagline and the ads is to show potential donors the type of legacy they could leave in the lives of the men and women that risk everything on a daily basis. The equipment shown in the ads will be things the founda-tion has already replaced and give a brief description of where, when, and why they replaced it.

15

Conclusion The Leary Firefighters Foundation is an ef-fective non-profit that provides equipment, which the government and local officials are incapable of supplying. Many firehouses across the country have little or no means of replacing faulty and damaged apparatus, thus increasing the chances of firefighter inju-ry or fatality. The foundations twelve years of experience displays both the strength of the organization and how its essential to prevent further loss of life.

Given the proposed campaign objectives, The Leary Firefighter Foundation (LFF), will increase donations and sales of memorabilia by 35% over a three-year period. The objec-tives include creating a new brand strategy and a website that raises awareness of the foundations purpose, which is to provide equipment, training and apparatus directly to fire departments in need. The new brand identity will present the foundation as a repu-table and established organization, which -

will utilize a modern and professional design for the logo and website. The goal is for citi-zens to become interested in the foundation and its cause resulting in increased proceeds. The website includes many new and creative attractions, as the retail store provides fans an opportunity to purchase official LFF memora-bilia. A membership program creates the op-portunity for yearly income form subscribed users, while providing them the unique blog experience where firefighters tell their sto-ries.

When firefighters return from a call they talk about how they risked everything for a complete stranger. Its very similar to the way a baseball or football team describes an amazing play they made in the big game. These men and women show what it means to truly care for any life, while theirs hangs in the balance. This campaign will create a new means for the LFF to gain publicity and a fan base for the sole purpose of protecting our everyday heroes.

Client Brief

1.3

16

Company Name: The Leary Firefighters FoundationIndustry: Non-Profit Organization Category: Fire and Emergency Services

Primary Products or Services:

The Leary Firefighters Foundation is a non-profit organization that relies solely on Donations and Sales of Memorabilia.

The foundation provides funding to fire departments in need across the country.

Campaign Project Objective/Synopsis:

To rebrand The Leary Firefighters Foundation by creating a new brand strategy and a website that raises awareness of

the foundations purpose.

Big Goal (BHAG) or Project Outcomeand how it will be measured for success:

The objective of rebranding is to raise awareness of The Leary Fire-fighter Foundation, while increasing donations and sales of memo-

rabilia. The goal of these objectives would be to increase donations by 35%over the next three years.

Primary Campaign Deliverables:

Design a Brand StrategyRedesigned Logo

New and Intuitive Web DesignOnline Retail Store

New Retail Products for the Brand

Key Tenets:

Brave

Heroic

Determined

17

Primary Target Audience:

College Educated Male & Female Ages: 30-60 Disposable Income Corporate Sponsorships

Target Clubs and Tribes:

Denis Leary Fans Fire Buffs Philanthropist Firehouse Magazine The Bravest.com Members First Responders Local Communities Scanner Buffs

Primary Competitors:

FDNY Foundation

Los Angeles Fire Department Foundation

2 Key Strengths and 2 Key Weaknesses:

Strengths: Denis Learys Fame

Direct Distribution of Funds

Weaknesses: Global Reach

Poor Website design

Positioning Statement:

The LFF operates differently than other foun-dations and is not recognized by the target market like the FDNY or LA foundations are.

Most of The LFFs competitors are highly recognizable around the globe, which places the foundation below its competitors.

Unique Selling Proposition (USP):

The only foundation that asks firefighters directly what they need and delivers it.

Sustainable Competitive Advantage (SCA):

One of the most competitive advantages the Leary foundation has over others is Denis Leary

as a comedian and an actor. Leary is the face of the foundation as it is a great opportunity to

bring attention to the cause.

Creative Call to Action:

Elicit potential donors through the appeal of a user friendly interface that showcases the foundations previous accomplishments throughout the fire service industry.

SWOT Analysis1.4

18

The Leary Firefighters Foundation has several unique selling propositions as there future vision, mission, and values are distinctive and original to their brand. The logo and visual aesthetics are very important to the rebranding of the foundation. Uniting the values with the vision for the brand will create a unique and distinctive look that appeals to a wide variety of markets.

19

The SWOT Analysis confirms that the LFF can benefit from a rebranding cam-paign. The creation and revitalization of both the website and the online retail store, will provide the foundation with the opportunity to build a brand that can be promoted through communities. A strong set of graphics and language will need to be incorporated into the brand from the start of the project to ensure that the brand incorporates the three key tenets of the foundation. First responders are Americas heros of the home front, everyday they put their lives in harms way to make a difference. These brave men and women execute based on experience and training, without foundations like the LFF the risk for their lives becomes much greater.

Strengths

Minimal Administrative cost, 10+ years of experience, direct distribution of funds and equipment to first responders, Learys networking ability, New appara-tus, High-tech equipment, Specialized training.

Weaknesses

Decreased funding, Lack of communica-tion, Poor website design, Lack of vision, Inability to obtain financial information, minimal target audience, Unable to reach global market, Limited information of the foundation.

Threats

Donors personal info security, Poor economic state, Natural Disasters, Strong competition for the same dollar, Loss of funding, Damage of credibility.

Opportunities

Increase fundraising, Better utilize Learys fame, Broader range of demographics, Capitalize on an intuitive Website, So-cial media platforms, Partner with global companies, Establish a larger retail de-partment.

Personas1.5

20

San Francisco, CA24College GraduateJournalist

Maratial Status: SingleHobbies: Running, Painting, Photography, Hiking

Social Media: Twitter, Pinterest, Instagram, TmblrCultural: Music, Books, Fine Art, MoviesPolitical: DemocraticEthnicity: Native HawaiianPersonal Values: Eco-Friendly, Hard WorkerClubs/Tribes: iPhone User, Fitness, Board of Directors for

Local Environmental Group

Religion: Buddhism

Born and raised in Hawaii Kai is an only child, after high school she moved to San Fran-cisco to attend college at the University of California. There after she obtained a job as a photojournalist at San Francisco Chronicle. Kais family is still in Hawaii and visits frequently. Through her travels for work she has acquired a taste for art and design. Throughout the bay area she attends many art galleries and wine tastings with friends and coworkers.

Before her job with the chronicle she was freelancer for Time Magazine where she trav-eled to Japan after the recent earthquake. Kai has taken part in numerous environmental programs and recently she committed to an environmental group, as she will join their board of directors.

Throughout her childhood her grandparents distilled the importance of protecting the land in which we inhabit. In Kais spare time she enjoys using technology, reading, and going out with friends. One of her new projects is a book on how we can preserve the environment and the damage that is caused everyday. Kai has dedicated her career to preserving the environment by using her skills to show the world what is happening all around them.

Kais Story

Attributes:

Kai Kealoha

21

Boston, Mass40High School GraduateConstruction

Maratial Status: Married with 2 ChilldrenHobbies: Running, Woodworking, Foodie, FishingSocial Media: Facebook Cultural: Music, Movies, Games, News JunkiePolitical: DemocraticEthnicity: CaucasianPersonal Values: A True Leader, Values Commit-ment, Believes Safety comes FirstClubs/Tribes: iPhone User, Denis Leary Fan, Cant live without Coffee, Movie BuffReligion: Doesnt Attend Church, Catholic

Jack Novaic grew up in Boston and continues to live there with his wife and two children. Growing up he aspired to be a firefighter like his father and two older brothers. Due to the death of one of his brothers in the line of duty, he decided to pursue another career. Jack has been working construction since then and has now gained seniority over most of the workers. Recently promoted to lead foreman at his company he aspires to devote time and energy to the fire services in memory of his brother.

Jack enjoys spending his free time with his family in the great outdoors hiking, canoeing, fishing, and white water rafting. As a father he looks to instill values of commitment in his children, to show them never to give up on their dreams and desires. He also enjoys spending time with his brother and supports the firehouse he is stationed at.

About ten years ago Jack joined a volunteer fire department just outside Boston. While on duty you can find him cleaning and repairing their old tethered equipment. One of Jacks true passions is woodworking. He and his brother volunteer their spare time to rebuild firehouses throughout Boston.

Jacks Story

Attributes:

Jack Novaic

2.0 Process

23

Competitive Survey2.1

24

Each of these logos uses a combination of a logo mark and a logotype. There are not many nonprofit organizations that only use a symbol or logo mark, especially with the foundations di-rect competitors.

When setting out to design a logo it is best to take a look at the direct and indirect competition to see what works well for them. The goal was to create a logo that was unique and drasticly diffrent from the competition, allowing the design to stand out from a crowd.

25

One of the key aspects of creating a successful logo is to try and keep it simple. When you think about it you only have a couple of seconds for the viewer to look at the logo before moving on.

When creating the Leary Firefighters Foundations logo I designed it in a black and white state. This keeps the designer unbiased to the color palette. If the de-sign doesnt work in a sim-ple black and white format the logo will not be versatile enough for the different me-diums that the brand may explore or require.

Mood Boards2.2

A Mood Board is a tool that designers can use to create a collection of items that inspire a specific de-sign directive. As creative development begins the first phase of the process is to develop multiple mood boards that reflect different design directives. The first two mood boards repre-sented the foundation in to completely different de-signs. The top mood board is worn and damaged, highlighting the unreliable equipment that the foun-dation replaces. The bot-tom mood board portrays strength and courage that firefighters display every-day.

26

The smoky mood board is designed to tug at potential donors heartstrings. Through the use of impactful black and white images the smoky effect cre-ates a strong brand message. The color palette was chosen to have very little color, keeping with the smoky directive.

27

Logo Development2.3

The Old Logo

From Sketches...

28

Experimenting with the numerous elements that relate to the founda-tion was a long and interesting process. This stage of the process was about finding something that had a strong emotional relation with the importance of firefighters.

FF

LFF

The

To Digital Concepts

29

Color & Type Ideas2.4

30

The color scheme used in the first mood board was inspired by the numerous textures that are found within the firefighting industry. I wanted to have a neutral set of colors rather than the bright and bold colors one would come to expect in relation to the fire service. Worn and Damaged are the directive words for this mood board and I feel that these colors truly represent that feeling.

For the second mood board the color palette is very simple. I chose black and greys as well as a deep red and pure red. All of these colors work well together to create an emotional tie with the directive Smoky.

The third mood board used very bright and bold colors. All of the imagery in the mood board relates to strength, while using bright and bold colors that stand out.

31

All of the fonts above relate to both the historical types of fonts used on fire trucks, and to bring a new and modern approach to that form of lettering. Find-ing the right font is essential to the design as the type is what coveys the mes-sage. Each font has its own unspoken emotional tie to the readers perception.

Digital & Print Concepts2.5

32

During this phase of the campaign I took each asset from the media mix that was created earlier and started to conceptualize what they would look like. Throughout this process I had a lot of great ideas that did not make the cut so to speak. Each asset was designed to abide by the rules of the style guide.

33

3.0 Style Guidelines

35

The Logo3.1

The design of the logo is unique and simple. It was inspired by the tagline Leave Your Footprint and uses the iconic firemens axe in an impactful way. The boot print is symbolic of the courage and risk that firefighters take every time they step into a burning building. The logo design represents more than just a legacy to potential donors, its about helping prevent loss of life due to damaged equipment or improper training. After the smoke clears the only thing that more is important than anything is seeing each and every hero walk away safely, leaving their footprints in the soot.

New Logo

36

Black & White

The Leary Firefighters Foundation

Color

With Tagline

Leave Your Footprint

The black & white version of the logo is to be used when color is not an option. Two different options allow flexibility in the use of the black and white logo.

This version of the logo is created using only two colors, which lowers the printing cost and provides a strong and bold appearance.

The tagline must be displayed with the logotype at all times. By stating the foundations name and the tagline, it becomes that much more memorable.

37

Logo Use3.2

Transparent

Spacing

Tagline Spacing

The transparent logo can be used as a watermark on proprietary imag-es and products. The opacity should be set no higher than 50% at any given time.

The logo is to always have a minimum space of 15 pixels on all sides. Thus keeping the area free of distracting images or patterns that will take away from the logo.

Since the tagline needs to be displayed with the logotype there must be a minimum of 20 pixels between the logotype and the tagline.

38

15 px

20 pxThe Leary Firefighters Foundation

Leave Your Footprint

Misuse Of The Logo

The logo should not be altered, or changed from the original designs without approval by the Leary Firefighters Foundation. Changing the size of the logo is permitted as long as the logo itself is not changed.

39

Do not constrain the logo in a shape or border if the logotype and tagline are included. Be sure to follow the spacing guidelines from the previous page.

Do not invert the colors of the logo or alter it in any way.

Do not alter the logo in any way with out written permis-sion from the foundation.

Avoid placing the logo on a busy background, always try to place it on a plain back-ground.

Color & Typography3.3

Pantone 420 C CMYK: 19,15,15,0 RGB:205,204,205

Pantone 485 C CMYK: 0,100,100,0 RGB:237,28,36

Pantone 424C CMYK: 61,52,52,22 RGB:110,106,104

Pantone 483C CMYK: 36,92,84,54 RGB:96,25,25

Pantone Black 6 C CMYK: 75,68,67,90 RGB:0,0,0

40

A black and white photograph of a fire truck, which had been edited to show only the red elements, is the inspiration behind the color palette. All of these colors work well together to create an emotional connec-tion with the smoky directive. The black and greys present a strong relation to soot and smoke. The reds are to simply add a bit of color and help viewers relate with the founda-tions urgent purpose. Black and bright red are the main colors used throughout the campaign, the deep red and greys are to be used as secondary or accent colors. The future content cre-ated for the foundation should abide to the color palette to ensure the brand message re-mains the same throughout all the various medias.

Cinzel

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Next Demi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

41

Avenir Next

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Headings

Sub Headings

Body Copy

The Cinzel font was chosen for its resemblance to fonts used on fire trucks. Avenir Next is a great compliment to Cinzel and has great readability qualities for both sub headings and body copy.

Image Use3.4

42

Images used should be black & white and abide to the color palette. The im-ages can feature colors that are included in the color palette, making sure that the rest of the photo re-mains black and white. The nature of the Smoky direc-tive isnt a place for some-thing colorful and lively. The design directive allows for the use of images that have a strong emotional aspect to them. The images that are used must have a strong relation to the purpose of the foundation. This ensures that brands image remains the same throughout the various medias.

Line Art

43

Throughout the cam-paign the use of lines is an essential part of directing the viewers eye. The line art that is used must relate to the firefighter aspect. On the left are some examples of the use of line art, be sure that the color palette is reflected.

4.0 Solutions

45

Website4.1

46

Any company can benefit from hav-ing a website, but to a non-profit or-ganization its an invaluable tool that allows potential donors to visit and contribute at anytime. The companys current website is difficult to navigate and requires users to move through many different pages before they can actually donate. Considering the broad scope of the target audience the site needed to be very simple and focused on the content. By creating a website that is responsive users can donate from any device and have the same quality experience as someone on a computer.

The overall design follows the style guide and provides a clean and orga-nized experience. The site features an online store, a blog, the foundations history, donation page, and a contact page. The new site provides fans and potential donors with the opportunity to read the blog that features stories written by firefighters from around the country as well as stories about poten-tial donation locations.

47

Products4.2

48

The products featured in this project are t-shirts that are geared towards a broad target audience. Each shirt is created as a way for fans and contrib-utors to show their support and pride, while benefiting the foundation by turning them into walking advertising. The shirts sporting the logo design are simple and clean, whereas the fire hose shirt is more ambitious and unique. All the products are available in the online store and at LFF events, where all proceeds will be added to the current relief fund.

49

Back

Front

Social Media & Newsletter4.3

50

Social media plays an essential role in helping companies connect to their consumers. These places can be used to provide help or receive feedback, but most importantly they keep your brand on their minds. Below are the final social media assets for the Leary Firefighters Foundation, both Facebook and Twitter have been designed differently to align with the demographics of each platform.

51

The newsletter will in-form donors and sub-scribers of where their money is going, upcom-ing events, contests, and any other announce-ments the foundation needs to send. Users will simply enter their email address on the website and can receive monthly or quarterly newsletters.

Print Ads / Posters4.4

52

53

The posters are designed to evoke an emotional relation with the risk that firefight-ers are in everyday. Not only are they posters for the fans but they can also serve as a great form of advertising. The QR code will allow viewers to scan the poster and they will be brought directly to the foundations website where they can download the poster as their mobile wallpaper. Events hosted by the Leary Firefighters Foundation will give away posters and provide them to fire departments across the country.

Mobile Ads4.5

54

Leave Your Footprint

55

Mobile advertisements are a great way to target mobile users and reach a larger audience at the same time. Both of the banner designs were created to present the foundations purpose and importance. The goal was to try and include impactful ma-terial in a very small amount of space. As previously mentioned the website is respon-sive, meaning that no matter the device size users will all easily be able to navigate the site. With the mobile ads taking potential donors directly to the website it is very important that the foundation looks strong and professional to donors. The ads pres-ent the foundation to a larger set of demographics around the country at a lower cost than traditional advertising.

Video4.6

56

The video for the Leary Firefighters Foundation is designed to help viewers understand the importance of firefighters and the dangers involved in their jobs. The strong and powerful imagery speaks for it self after being prompted by a question intended to inspire. This video uti-lizes imagery seen throughout the campaign as well as graphics and the animated logo.

57

The Leary Firefighters Foundation Video

Click The Link Below to watch the ad:http://www.youtube.com/watch?v=HnMn2sDNQ94

References

58

Research Paper References:

Callebs, S. (2008, 01 24). New Orleans record on rebuilding firehouses: 0-22. Retrieved 11 3, 2012, from CNN: http://www.cnn.com/2008/US/01/24/nola.firehouses/index.html?iref=allsearch

Claxton, M., & Hurt, C. (2001). LACK OF TRAINING, EQUIPMENT LEAD TO FATAL FIRES IN DETROIT. IRE Journal , 24 (3), 14.

Color Matters. (n.d.). Basic Color Theory . Retrieved 02 23, 2013, from Color Matters: http://www.colormatters.com/col-or-and-design/basic-color-theory

FDNY Foundation. (2008). Tax Exempt Form. Internal Revenue Service. Internal Revenue Service.

Foundation, T. L. (2000). The Leary Firefighters Foundation. Retrieved 11 2, 2012, from The Leary Firefighters Founda-tion: http://www.learyfirefighters.org

Reports, S. (2013, 01 24). Hockey Game to Benefit Firefighters. Retrieved 02 16, 2013, from Shore News Today : http://www.shorenewstoday.com/snt/news/index.php/14-days-events/34151-hockey-game-to-benefit-firefighters.html

Rocheleau, J. (2012, 07 03). Design Tips for a Cleaner User Interface . Retrieved 02 23, 2013, from Web Design Ledger: http://webdesignledger.com/tips/design-tips-for-a-cleaner-user-interface

The Leary Firefighters Foundation. (2002-2010). Return of Organization Exempt From Income Tax. IRS Form 990, Inter-nal Revenue Service.

U.S. Fire Administration. (2012, 07 17). USFA Announces 2011 Onduty Firefighter Deaths. Retrieved 02 16, 2013, from U.S. Fire Administration: http://www.usfa.fema.gov/media/press/2012releases/071712.shtm

Typography:

Avenir Next

Cinzel:Gama, N. (2012). Cinzel font . Retrieved 03 24, 2013, from Font Space: http://www.fontspace.com/natanael-gama/cinzel

Video:

Gainsborough, S. (2012, 09 12). Borden Flashover Training. Retrieved 04 27, 2013, from YouTube: http://www.youtube.

com/watch?v=SJUv92Kquiw

59

Competitive Logo Analysis References:

American Cancer Society. (2013). American Cancer Society. Retrieved 05 17, 2013, from American Cancer Society: http://www.cancer.org/index

Boston Firefighters Burn Foundation. (2013). Retrieved 05 17, 2013, from Boston Firefighters Burn Founda-tion: http://www.bostonfirefightersburnfoundation.com/

Boys & Girls Clubs of America. (n.d.). Boys & Girls Clubs of America. Retrieved 05 17, 2013, from Boys & Girls Clubs of America: http://bgca.org/Pages/index.aspx

FDNY Foundation. (2013). FDNY Foundation. Retrieved 05 17, 2013, from FDNY Foundation: http://www.fdnyfoundation.org/

Good Will. (2013). Retrieved 05 17, 2013, from Good Will: http://www.goodwill.org/

Make-A-Wish Foundation. (n.d.). Make-A-Wish Foundation. Retrieved 05 17, 2013, from Make-A-Wish Foun-dation: http://wish.org/

National Fallen Firefighters Foundation. (2013). About the National Fallen Firefighters Foundation. Retrieved 05 17, 2013, from National Fallen Firefighters Foundation: http://www.firehero.org/about/

New York City Police Foundation. (2013). Retrieved 05 17, 2013, from New York City Police Foundation: http://www.nycpolicefoundation.org/netcommunity//

St. Jude Childrens Research Hospital. (n.d.). St. Jude Childrens Research Hospital. Retrieved 05 17, 2013, from St. Jude Childrens Research Hospital: http://www.stjude.org/stjude/v/index.jsp?vgnextoid=f87d-4c2a71fca210VgnVCM1000001e0215acRCRD

The American Red Cross. (2013). What We Do. Retrieved 05 17, 2013, from The American Red Cross: http://www.redcross.org/what-we-do

The Los Angeles Fire Department Foundation. (2013). The Los Angeles Fire Department Foundation. Re-trieved 05 17, 2013, from The Los Angeles Fire Department Foundation: http://supportlafd.org/about/

The One Fund . (2013). Retrieved 05 17, 2013, from The One Fund : https://secure.onefundboston.org/

The Salvation Army. (2013). The Salvation Army. Retrieved 05 17, 2013, from The Salvation Army: http://www.salvationarmyusa.org/usn/www_usn_2.ns

UNICEF. (n.d.). About UNICEF. Retrieved 05 17, 2013, from UNICEF: http://www.unicef.org/

United Way. (2013). Materials and Logos. Retrieved 05 17, 2013, from United Way: http://www.unitedway.org/pages/materials-logos

USO. (n.d.). USO. Retrieved 05 17, 2013, from USO: http://www.uso.org/

World Wild Life. (2013). Retrieved 05 17, 2013, from World Wild Life: http://worldwildlife.org/

Wounded Warrior Project. (n.d.). Wounded Warrior Project. Retrieved 05 17, 2013, from Wounded Warrior Project: http://www.woundedwarriorproject.org/

References Cont.

60

Image References:

Barnes, M. (2012, 06 25). Fire engine. Retrieved 08 04, 2013, from Flickr: http://www.flickr.com/photos/lenslock-er/7605678774/

FDNY Fire Truck Image - http://upload.wikimedia.org/wikipedia/commons/5/5e/FDNY_Engine_26.jpg

Morse, S. S. (2013, 03 04). Air Force firefighters extinguish a fire during a fire training exercise at Mountain Home Air Force Base. Retrieved 08 04, 2013, from Wikimedia Commons: http://commons.wikimedia.org/wiki/File:U.S._Air_Force_firefighters_extinguish_a_fire_during_a_fire_training_exercise_at_Mountain_Home_Air_Force_Base,_Idaho,_on_March_4,_2013_130304-F-NW635-997.jpg

Nieling, D. (2013, 01 20). Firefighters Are Awesome. Retrieved 03 25, 2013, from Behance: http://www.behance.net/gallery/Firefighters-are-awesome/6756507

Only HD Wallpapers. (n.d.). Silhouette Firefighter. Retrieved 08 09, 2013, from Only HD Wallpapers: http://onlyhdwall-papers.com/high-definition-wallpaper/silhouette-firefighter-desktop-hd-wallpaper-988/

Santos, L. D. (2012, 08 26). The Gear Of Heroes - Firemen - Fire Station. Retrieved 03 25, 2013, from Fine Art America: http://fineartamerica.com/featured/the-gear-of-heroesfiremenfire-station-lee-dos-santos.html

Slagheap. (2001, 09 17). WTC 9/11. Retrieved 08 24, 2013, from Flickr: http://www.flickr.com/photos/slag-heap/132105774/

Sygma, M. M. (n.d.). Sept. 11: Attack on America . Retrieved 08 20, 2013, from NBC News: http://slideshow.nbcnews.com/slideshow/news/sept-11-attack-on-america-44209092/

The WorldWider. (2012, 12 05). FDNY, What Makes A Great Photo Great? Retrieved 03 25, 2013, from The WorldWider: http://theworldwider.net/captured/what-makes-a-great-photo-great/attachment/fdny/

Torello, C. (2011, 10 20). FDNY. Retrieved 03 25, 2013, from Fire Photography: http://www.firephotography.com/pho-to/mitsubishi-lancer-evo-x/prev?context=latest

61

The Designer

Joshua MacDonald(207)357-4698

JoshAMacD@gmail.com

Leave Your Footprint