Monteclaro 10 4 1 final

PROJECT BOOK

TABLE OF CONTENTS

REFERENCES

ABOUT THE DESIGNER

1.0

2.0

3.0

4.0

RESEARCH & STRATEGY

CREATIVE DEVELOPMENT

STANDARDS & GUIDELINES

DESIGN SOLUTIONS

1.1 Company Profile ..................................................................................6-71.2 Research ..................................................................................................8-111.3 Target Audience ..................................................................................12-131.4 Personas ................................................................................................ 14-151.4 SWOT Analysis ................................................................................... 16-171.5 Creative Brief ....................................................................................... 18-19

2.1 Logo Development .......................................................................... 23-242.2 Mood Board ........................................................................................ 24-252.3 Storyboard .......................................................................................... 26-272.4 Design Toolbox ................................................................................. 28-292.5 Website ................................................................................................. 30-312.6 Print ....................................................................................................... 32-33

3.1 Mission Statement ............................................................................36-373.2 Logo.........................................................................................................38-413.3 Typography & Colors ......................................................................42-433.4 Tone .........................................................................................................44-453.5 Imagery ..................................................................................................46-473.6 Patterns & Textures ..........................................................................48-493.7 Print & Digital Advertisements ...................................................50-513.6 Website ..................................................................................................52-53

4.1 Website ................................................................................................ 56-574.2 Social Media ....................................................................................... 58-594.3 Mobile Applications ....................................................................... 60-614.4 Video ..................................................................................................... 62-634.5 Print Advertisements .................................................................... 64-654.6 Digital Advertisements ................................................................ 66-67

Company Profile ..........................6-7

Research ......................................... 8-11

Target Audience .......................... 12-13

Personas ......................................... 14-15

SWOT Analysis ............................. 16-17

Creative Brief ................................ 18-19

5

RESEARCH & STRATEGY

1.1 COMPANY PROFILE

6

1.1

CO

MP

AN

Y P

RO

FILE

COMPANY PROFILE

SERVICES & PROGRAMS

7

• Serves 150,000 girls ages 6 -18 annually at over 1,400 sites in 350 cities

• Started during the Industrial Revolution

• Research-based curricula, delivered by trained professionals

• Life-changing programs and experiences that help girls navigate gender, economic, and social barriers

• Focus on increasing physical, academic and professional skills

• Total Revenue: $5,884,188

• Overhead Ratio: 19.96%

CURRENT BRAND LOGO:

• Advocacy

• Leadership Programs

• Community Awareness Programs

• Economic and Media Literacy

• Operation SMART :Program focusing on STEM

(Science, Technology, Engineering, and Math)

• Pregnancy Prevention Education

• Self-Defense and Sports

• Substance Use Prevention

• Peer Pressure Prevention

• Scholarships

• Support and Resources for Parents

• Social Network for Girls

• Bilingual Programs

(Girls, Inc., 2013)

1.2 RESEARCH

8

1.2

RE

SEA

RC

H

RESEARCH

9

Nonprofit organizations for at-risk youth have been instrumental in empowering children and helping them obtain knowledge and

skills to become healthy and productive adults. Established in 1864, Girls, Inc. is one of America’s oldest organizations committed

to improving the lives of children, specifically, girls from low-income households. The purpose of the organization is to increase the

physical, academic, and leadership skills of at-risk girls in overcoming social, economic, and gender barriers through life-changing

programs (Girls, Inc., 2013).

Ranked fifth in 2011 as one of the country’s top nonprofit organizations for at-risk youth, Girls, Inc. struggles to maintain public

support and widespread reach in comparison to its competitors. Inadequate funding, expensive programs, minimal advertising,

mediocre branding, and lack of focus has resulted in the organization’s limited impact on its target audience (Philanthropedia, 2011).

Girls, Inc. requires a rebrand that will improve the organization’s competitive advantage and increase public awareness.

Company Details

Girls, Inc. was started during the Industrial Revolution to aid young working-class girls. Today, the organization serves 150,000

girls ages 6-18 at over 1,400 sites in 350 cities. The organization uses research-based curricula delivered by trained professionals

in its life-changing programs. Total revenues for the company are $5,884,188 with an overhead ratio of 19.96% (Philanthropedia,

2011).Services and programs offered by Girls, Inc. include: child advocacy, physical fitness, academic and leadership programs,

community awareness programs, prevention programs (substance abuse, pregnancy, and peer pressure), scholarships, economic

and media literacy programs, social networks, support and resources for parents, and bilingual programs. The organization’s primary

program, Operation SMART, focuses on increasing knowledge and participation of girls in science, technology, engineering, and

math (S.T.E.M.). The programs and services offered by Girls, Inc. have been highly regarded by experts for their measurable and

positive impact in the lives of participants (Girls, Inc., 2013).

1.2 RESEARCH

10

1.2

RE

SEA

RC

H

11

According to Machino and Nicholson (2001), participants include girls from households with incomes of $25,000 or less. 70% are

girls of color and 40% come from two-parent households. The organization also provides support for girls facing issues pertaining to

sexual identity and preference. The organization is governed by a national council and member organizations based on their location

in the country (Machino and Nicholson, 2001).

Design as Business Solution

The media campaign project for Girls, Inc. will expand on the organization’s focus on improving academic and professional skills

in Science, Technology, Engineering, and Math. The project will incorporate visual S.T.E.M. themes and showcase prominent women

leaders from the aforementioned sectors. The campaign will include a variety of media components, such as print, an improved

website, and digital media. The new and compelling brand identity of Girls, Inc. will produce a perception of advantage by symbolizing

the organization’s core values and heritage (Wheeler, 2009).

The Girls, Inc. media campaign project presents a unique opportunity to enhance the organization’s visibility within the nonprofit

sector. The goal of this project is to identify and solidify the differentiation of Girls, Inc. from its competitors, improve its positioning

and value proposition, and increase brand awareness. The project’s emphasis on augmenting participation and interest in Science,

Technology, Engineering, and math will support the organization’s mission: “inspiring all girls to be strong, smart, and bold” (Girls,

Inc., 2013).

The media campaign project for Girls, Inc. presents a unique and powerful opportunity to establish a corporate identity that is

recognizable, concise, and clear. The new branding concepts and media platforms will attract the target audience by tapping into

their trends, as well as adopting current design industry trends and best practices.. The media campaign project creates an engaging

identity, improves corporate visibility within the industry sector, increases public awareness, and produces a perception of advantage.

Rebranding and visual design will provide Girls, Inc. the tools it needs to increase membership and support by providing a clear and

unique brand identity.

1.3 TARGET AUDIENCE

12

1.3

TAR

GE

T A

UD

IEN

CE

13

• Girls ages 6-18 and their parents• Low-income households (under $25,000/year)• 70% of participants are girls of color – 48%: African-American, 30%: White, and 15%: Latina.9%• 40% are two-parent households

(Machino & Nicholson, 2001)

The target audience influences the visual elements in media campaign projects; design effectiveness is based on the ability to

provide a positive user experience based on their expectations. Demographics define the visual themes, colors, typography, and

media platforms necessary to provide an organization with successful design solutions. In addition, the corporate brand, identity, and

logo work together with visual themes to build a media campaign that is directed at the target audience and fulfills an organization’s

design needs. The lifestyle trends of a target audience influence the visual components of a media campaign; looking at current

fashion trends and color schemes of girls’ fashion can provide information regarding the target audience’s interests and style.

Although the primary target audience of Girls, Inc. is girls under the age of eighteen, it is also important to think of their parents,

corporate sponsors, and community volunteers when considering visual themes. Inspiring parents and corporate executives can

help increase membership and funding. As with young girls, trends for adults also change due to similar factors such as fads, social

media, technology, and television. What does not change is the importance of pertinent and genuine imagery; there is a “demand for

creative and authentic imagery that reflects local culture, custom, and tradition” (PrintMag.com, 2013). Using relevant and authentic

imagery representative of the organization’s values and heritage will allow the audience to connect with Girls, Inc., regardless of

current trends.

TARGET AUDIENCE DEMOGRAPHIC

TARGET AUDIENCE

1.4 PERSONAS

JENNIFERNEW YORK CITY, NY

Target DemographicsAge: 32 Gender: FemaleEducation Level: MSIT Income: $550,000Occupation: Infotech Executive

14

Family: Single, no children or petsSocial Life: Wine Tasting, Art Shows, Fashion Shows, Traveling, Jogging, ConcertsSocial Media: Facebook, Twitter, Instagram, LinkedIn, Pinterest. You TubeCultural: Art, Fashion, Music

Political: IndependentEthnicity: CaucasianPersonal Values: Women’s Reproductive Rights, Gender Equality, Freedom of SpeechClubs/Tribes: Apple enthusiastFaith/Religious Beliefs: Agnostic

Originally from Chicago, Illinois, Jennifer received her BS in Computer Science from the University of Massachusetts at Boston and continued her education at MIT. After receiving her Masters of Science in Information Technology, she moved to San Francisco and worked as a junior executive at Adobe. After two years, she was offered a position as an Information Technology Executive for Bloomberg Media.

Jennifer comes from a close-knit family with roots in Chicago and Boston. She has one brother who is a lawyer, and her parents are retired and recently celebrated their 40th wedding anniversary. She enjoys the single life in New York City and can be found at art showings, concerts, fashion shows, and wine tastings on the weekends with her friends. Although her job keeps her busy, she enjoys traveling to exotic places. She is tech-savvy and loves social networking and anything made Apple.

Since her college days, Jennifer has been active in advocating for causes she believes are crucial to the advancement of women. As one of the few female executives in her industry, she understands the challenges of gender inequality and the need to improve social and economic conditions. She is a member of NOW (National Organization of Women) and the US National Committee for UN Women. In 2010, she spent her winter vacation as a volunteer on a UN Women’s mission in Uganda.

TARGET ATTRIBUTES

TARGET ATTRIBUTES

Target DemographicsAge: 28 Gender: FemaleEducation Level: High School Diploma Income: $18,000Occupation: Cashier

SYLVIABROOKLYN, NY

1.4

PE

RSO

NA

S

15

Family: Single mother with two daughters, no petsSocial Life: Church, PTA, Community Garden, Salsa Dancing, Family EventsSocial Media: FacebookCultural: Books

Political: DemocratEthnicity: HispanicPersonal Values: Religious beliefs, access to education, drug abuse preventionFaith/Religious Beliefs: Catholic

Silvia’s family originally comes from Panama and English is her second language. She came to the United States when she was eight years old. She had some challenges coming to the United States; learning English was a struggle for her, especially since her parents did not speak English either. Her family owns a small market in Brooklyn, where she still works today. She also works part-time at the local library. She had her first daughter Melissa when she was 18, and her daughter Kristina when she was 22. She was never married to her children’s father, Mario, who abandoned the family soon after Kristina was born. She lives in a two-bedroom apartment above her family’s store with her daughters and her sister Gloria, who helps her with childcare when she is at work.

Being a single mom has been a struggle for Silvia; she hopes to go to college some day to get a professional degree. She would like to be a good example for her girls. Luckily, she has a strong extended-family network and loves that she lives next door to her parents. Now that her oldest daughter is entering her teen years, she is worried about concerns such as drug abuse and pregnancy, which are prevalent in her community.

TARGET ATTRIBUTES

TARGET ATTRIBUTES

1.5 SWOT ANALYSIS

16

1.5

SWO

T A

NA

LYSI

S

SWOT ANALYSISStrengths

Opportunities

Weaknesses

Threats

• Commitment to research• Objective and effective programs• Support positive development on multiple levels• Positive presence in New York City• Strong and well-organized leadership• Structured long-term programs• Great programs for disadvantaged girls• Accurate measurement of impact on young girls

• Take advantage of support from outside organizations and collaborate to increase presence• Gain more support by increasing community awareness• Emphasis on sciences, math, technology and engineering can increase support from businesses in those sectors

• High Overhead• Expensive programs• Lack of wide-scale reach• Fundraising issues

• Challenge in reaching target audience• Site-based model is expensive• Lack of advertising• Lack of collaboration• Need more focus on at-risk girls • Mediocre branding

POSITIONING AND VALUE PROPOSITION• Builds academic, physical and leadership skills in overcoming gender, economic and social barriers.• Inspires girls to be strong, smart and bold

SUSTAINABLE COMPETITIVE ADVANTAGE• Emphasis on increasing participants knowledge of math, science, technology, engineering and business

GOAL/VISION FOR PROMOTING THE BRAND IN THE CAMPAIGN PROJECT (THE “BIG IDEA”)

1) Invest in a Brand Identity • Supports desired perceptions • Focus on increasing physical, academic and leadership skills • Build new branding around themes of science, technology, engineering, and math • Compelling brand identity produces perception of advantage by symbolizing core values and heritage (Wheeler, 2009)

2) Showcase Prominent Women Leaders • “Firsts” in their industries or that are representative of Girls, Inc.’s tag line • Highlighting leaders that both young girls and consumers can identify with

3) Incorporate Ideas from Outside of the Industry Sector • Look beyond competition to get new and innovative ideas (Guidice, 2009) • Adopt trends in the communities and social networks • Adopt successful business models in other sectors • Broaden audience

17

1.6 CREATIVE BRIEF

18

1.6

CR

EA

TIV

E B

RIE

F

CREATIVE BRIEFTheme for Campaign Project for Thesis:

The theme for the Girls, Inc. project is “boldly breaking barriers”. The theme ties into the company’s focus on increasing

the leadership and academic skills of girls with a focus on S.T.E.M. (Science, Technology, Engineering, and Math). The

campaign will differentiate the company from competitors through color, typography, and visual themes and make their

connection to the company’s core values and heritage: to break social, economic, and gender barriers by “inspiring all

girls to be strong, smart, and bold” (Girls, Inc., 2013).

3 Directive Words to Describe the “Look and Feel” of the Campaign:

Bold

Feminine

Classic

According to Wheeler (2009), “a brand identity program encompasses a unique visual language that will express

itself across all applications. Across all mediums, the applications need to work in harmony” (p.42). All visual design

elements for the Girls, Inc. media campaign will focus on S.T.E.M. across all applications to ensure that the brand identity

is clear and that the same message is received, regardless of what platform or device the message is being received

on. All types of media must work together to not only present the same message, but also work to support each other

and clearly identify that the brand identity is also present in other multimedia platforms. Elements must be consistent

with one another across the media mix. Each media application has the ability to reach the target audience by tapping

in to their lifestyles and accessibility to information. Using all of the proposed elements of the media mix increases brand

visibility and reach.

19

Logo Development ..........22-23

Mood Board ........................24-25

Dynamic Mood Board .....26-27

Design Toolbox .................28-29

Website ................................30-31

Print .......................................32-33

CREATIVE DEVELOPMENT

21

2.1 LOGO DEVELOPMENT

CURRENT BRAND LOGO:

PRELIMINARY SKETCHES SECONDARY SKETCHES FINAL SKETCHES

COMPETITOR LOGOS:

22

2.1

LOG

O D

EV

ELO

PM

EN

T

LOGO DEVELOPMENTINITIAL VECTOR LOGOS

FINAL VECTOR LOGO

23

Using the Lavenderia as the basis for the logotype, the sketches for the logo

redesign for Girls, Inc. uses a feminine yet bold font to draw a connection to the

campaign’s theme and “look and feel”. The atomic symbol is utilized as a brandmark

to incorporate the organization’s heritage. Primarily, the sketches use only one

brandmark, but other versions experimented with other elements, such as test

tubes and beakers. According to Airey (2010), effective logo design focuses on

one element; this idea was carried on into the final versions of the logo sketches.

Feedback regarding the legibility of the letter “G” in the final sketches and initial

vector design was taken into account and edited to increase readability. Peer

review indicated that the logo with the “inc.” in the tail of the “G” may cause issues

with scalability. Airey (2010) states, “your design should ideally work at a minimum

of around one inch in size without loss of detail across different applications”. As a

result, the logo with the “inc.” outside of the lettering became the prime candidate

for the final vector design.

From initial concept to the final version, the main focus was on creating a logo

signature that is recognizable and clearly represents the core values and heritage of

the Girls, Inc. brand. Wheeler (2009) states, “a signature is the structured relationship

between a logotype, brandmark, and a tagline”. With the final elements in place,

the final vector logo for the Girls, Inc. media campaign project shows a distinct

relationship between the logotype, brandmark, and tagline. Each work together to

reinforce the company’s brand identity and differentiation from competitors.

2.2 MOOD BOARD

24

2.2

MO

OD

BO

AR

D

MOOD BOARD

25

According to Osborne (2008), mood boards “help in choosing textures, imagery and general inspiration.” The images and sound chosen for this mood board inspire a retro and modern mood, yet still embody the feminine, bold, and classic “look and feel” of the media campaign theme.

The “look and feel” of the large mood board on the left differentiates Girls, Inc. from its competitors because it focuses on in S.T.E.M., images, patterns/textures, colors, and typography that would appeal to the target audience. Neumeier (2007) argues that in order to truly have a zag, company must thrive on radical differentiation. The mood board creates a radical differentiation of Girls, Inc. and allows the company to have a “zag”.

The two additional mood boards developed for the project also capture the unique brand essence of Girls, Inc. by focusing on the classic, feminine, and bold “look and feel” of the media campaign. They both encompass elements that would work well in rebranding the organization. However, the main mood board on the left most effectively addresses the target audience by maintaining a modern yet classically feminine approach that would best address all segments of the demographic.

2.3 DYNAMIC MOOD BOARD

26

2.3

DY

NA

MIC

MO

OD

BO

AR

D

DYNAMIC MOOD BOARD

27

The storyboard’s relevance is evident through its identification of the organization’s theme and “look and feel” by incorporating visual elements that relate to the company’s heritage and core values. The storyboard introduces important elements, such as logo and body font types, textures, and patterns that will differentiate the company from competitors and appeal to all ages within the target audience of the campaign project. The images of the girls and of Sally Ride create a personal connection between the company’s heritage and target audience. According to Neumeier (2007), “onliness is the true zest of zag”. The “zag” is the focus on S.T.E.M. and girls, which is unique to the industry sector and radically differentiates the organization from its competitors.

MOTION DYNAMIC MOOD BOARD – STORYBOARD

2.4 DESIGN TOOLBOX

28

LOGO

Lavenderia SturdySECONDARY

TYPOGRAPHYCOLOR PALETTE

HEADLINESGOTHAM BOLD

SUBHEADLINESGOTHAM MEDIUM

BODY GOTHAM BOOK

PULL OUT/FINE PRINTGOTHAM LIGHT

PRIMARY

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,50,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

2.4

DE

SIG

N T

OO

LBO

X

DESIGN TOOLBOX

29

LOGO

Lavenderia Sturdy

TYPOGRAPHY

IMAGES

PATTERNS

SynopsisThe theme for the Girls, Inc. project is “boldly breaking barriers”. The theme ties into the company’s focus on increasing

the leadership and academic skills of girls with a focus on S.T.E.M. (Science, Technology, Engineering, and Math). Through color, typography, and visual themes, the campaign will make their connection to the company’s core values and heritage: to break social, economic, and gender barriers by “inspiring all girls to be strong, smart, and bold” (Girls, Inc., 2013).

2.5 WEBSITE

30

WEBSITE DEVELOPMENT

2.5

WE

BSI

TE

31

WEBSITEThe website is one of the

main media components of the

Girls, Inc. campaign project

that must be redesigned

to work with the rebrand of

the organization’s corporate

identity. The current website

lacks any branding that clearly

identifies the organization as

the only nonprofit organization

that focuses on increasing the

knowledge and skills of at-

risk girls ages 6-18 to help

them break social, economic,

and gender barriers. A more

cohesive website that signifies

their commitment to at-risk girls

with engaging design elements

is necessary to increase impact

and public awareness.

CURRENT WEBSITE DESIGN

2.6 PRINT

32

Inspiring all girls to be strong, smart, and bold.TM

Posters, Billboards, Flyers, Newspaper Advertisements, Merchandise, Brochures, Vehicle Wraps, Stickers/Decals, Newsletters, Postcards, Newsletters, Brochures, and Stickers/Decals

Some of the techniques exemplified by Designer Daily (2011) are unique and effective ways of marketing products and services. When print media is made available to the target audience, they will remember specific details such as the logo, brand colors, and visual elements. In addition, print media can include information such as the company website and social media page that will promote interest by highlighting the company’s presence in other media applications. Print media may also be converted to digital graphics to be used on the website or social media sites. Print media also provides a physical medium for people to take with them if they are interested in learning more about the company or sharing with others. Although print has declined due to advancements in technology, print is still commonly used in media campaigns (Wheeler, 2009).

2.6

WE

BSI

TE

PRINT

33

STANDARDS & STYLE GUIDELINESMission Statement .............................................................................. 36-37

Logo ......................................................................................................... 38-41

Typography & Colors ......................................................................... 42-43

Tone .......................................................................................................... 44-45

Imagery ................................................................................................... 46-47

Patterns & Textures ............................................................................ 48-49

Print & Digital Media .......................................................................... 50-41

Website ................................................................................................... 52-53

35

3.1 MISSION STATEMENT

36

3.1

Girls Inc. inspires all girls to be strong, smart, and boldSM through life-changing programs and experiences that help girls navigate gender, economic, and social barriers.

MIS

SIO

N S

TATE

ME

NT

37

3.2 LOGO

38

3.2

LOG

O

LOGOThe Girls, Inc. logo includes a simple atomic symbol brandmark related to the organization’s focus on S.T.E.M.

(Science, Technology, Engineering, and Math). In addition, the simple spherical shape and the rings of an atom

can be configured to look like a flower, which adds an interesting feminine aspect to the logo. The combination of

the simple and distinct atomic pictorial mark and the logotype using the Lavenderia font brings the project’s “look

and feel” into action by incorporating features that are bold, classic, and feminine.

39

3.2 LOGO

COLOR/BLACK & WHITEPROPER USAGE

BLACK AND WHITE SINGLE COLORFULL COLOR WITH OVAL

FULL COLOR

To keep brand identity intact and to ensure clear messaging and legibility, logos for Girls, Inc. smaller than 2” wide by 1.75” height should not have a tagline, and the minimum size for the logo is 1” wide by 0.875” wide.

The Girls, Inc. logo must not have non-logo elements less than .0125” inches outside of the logo signature or logo without tagline. Ideally, there should be 0.25” – 0.50” inches of white space allotted for elements outside of the logo/logo signature.

The logo for Girls, Inc. must always use the atomic symbol to dot the “i” in girls. The logotype must always be in magenta to ensure brand color consistency and the color should never be used for taglines underneath the logo. The “inc.” portion of the logo must always be included in lowercase and no drop shadows should be applied on white backgrounds (only on images using reverse colors and only if necessary). Logos should not be scaled unequally either horizontally or vertically to avoid obscurity and incorrect scale of atomic symbol brandmark.

40

COLOR/BLACK & WHITEPROPER USAGE

BOLDLY BREAKING BARRIERS

LOGO WITHOUT TAGLINE

LOGO WITH TAGLINE

CLEAR SPACEPROPER USAGE

UNACCEPTABLE APPLICATIONSIMPROPER USAGE

MISSING ATOMIC SYMBOL

MISSING “INC”

HORIZONTALLY SCALED

INCORRECT LOGOTYPE COLOR

DROP SHADOW ON WHITE BACKGROUND

VERTICALLY SCALED



3.2

LOG

O

41

3.3 TYPOGRAPHY & COLORS

TYPOGRAPHYLOGO HEADLINES

SUBHEADLINES

BODY COPY

PULL-OUT QUOTES OR TEXT

The Lavenderia Sturdy font is used for the Girls,

Inc. logo only. The “Girls” portion of the logo will

use a larger font, while the “Inc.” portion of the

logo will use a smaller size and thickness, which

will allow “Girls” stand out and attract viewers. The

original Lavenderia “G” has been altered to ensure

readability. The feminine look and feel sets the mood

for the company’s branding.

And they can rule the world!

statistics show that girls who are encouraged in S.T.E.M. have higher chances of success in achieving higher-education goals.

GOTHAM BOLD, ALL UPPERCASE

GOTHAM MEDIUM

GOTHAM LIGHT, LOWERCASE AND COLORIZED BLUE OR GREEN

GIRLS RULE!

GOTHAM BOOK

Girls, Inc. is a nonprofit organization dedicated to increasing the knowledge and skills of at-risk girls in S.T.E.M.

42


TYP

OG

RA

PH

Y &

CO

LOR

SCOLORS

3.3

HEADLINES PRIMARY SECONDARY

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

CMYK: 0,100,0,0

RGB: 202,0,136

PMS: 225

43


3.4 TONE

44

TON

E

TONE

3.4

empowereddeterminedintelligentmotivatedinspiredstrong

The tone for the media campaign project for Girls, Inc. is always

positive and empowering. The content consistently focuses on

the strength, intelligence, and ingenuity of girls. The purpose of

the tone is to encourage girls to move beyond social, economic,

and gender barriers. All headlines, subheadlines, and body copy

should use language that supports the mission of Girls, Inc.

45

3.5 IMAGERY

46

IMA

GE

RY

IMAGERY

3.5

The project for Girls, Inc. uses imagery that focuses on girls participating in S.T.E.M. In addition, photos of

industry role models, such as Sally Ride, Sheryl Sandberg, and Jane Goodall, creates both a historical and

current context for all members of the target audience. Images of girls being confident and having fun are also

important furthering the media campaign’s messaging. Using photos of girls participating in S.T.E.M. illuminates

the brand’s essence by correlating imagery to the organization’s core values and heritage.

Although the primary target audience of Girls, Inc. is girls under the age of eighteen, it is also important to

think of their parents and families, corporate sponsors, and community volunteers for image applications. As

with young girls, trends for adults also change due to similar factors such as fads, social media, technology,

and television. What does not change is the importance of pertinent and genuine imagery; there is a “demand

for creative and authentic imagery that reflects local culture, custom, and tradition” (PrintMag.com, 2013). Using

relevant and authentic imagery representative of the organization’s values and heritage allows the audience to

connect with Girls, Inc., regardless of current trends.

47

3.6 PATTERNS & TEXTURES

48

PA

TTE

RN

S &

TE

XTU

RE

S

PATTERNS & TEXTURES

3.6

Textures that incorporate science and technology themes tie into the brand essence of Girls, Inc. Additional patterns, such as retro and graffiti, provides modern and contemporary elements that increase differentiation. The retro pattern with squares, which uses the primary and secondary color palette of the campaign, is used specifically for borders and transparent backgrounds on both print and digital media deliverables.

49

3.7 PRINT & DIGITAL ADS

GIRLS RULE!“It is imperative to get to girls early to have more self-confidence before they enter the workplace. It is important to teach girls that they’re just as good at math and science as boys.”

– Sheryl SandbergChief Operating Officer of Facebook & Author

Girls, Inc. provides life-changing programs to

help girls succeed in science, math, engineering

& technology. join us today!

gir ls inc.org


B O L D L Y BREAKINGBARRIERS

Life-changing programs for girls that will change the world.

Girls, Inc. is dedicated to helping girls

improve their knowledge and skills

in Science, Technology, Engineering and Math

to help them break social, economic, and

gender barriers..Join us today

to help them be strong, smart,

and bold!

gir ls inc.org

50

PR

INT

& D

IGIT

AL

AD

S

PRINT & DIGITAL ADS

3.7

All print and digital ads for Girls, Inc. must use the appropriate

typography specifications for headlines, subheadlines, and body copy.

The company logo is required in every advertisement and must use the

appropriate white space around the logo. Both advertisement types must

adhere to the colors and image styles designated for the media campaign.

The website and social media information must be clearly identified at

the bottom of the advertisements. The content of the advertisements

must be specific to the core values and mission of the organization.

Advertisements may be full bleed or have a border depending on the

type of publication it is being used for.

Print Specifications

• CMYK and 300dpi

• Full Bleed: .125 inches on all edges and elements inset no less than

.125 inches from the document edge.

Digital Specifications

• RGB and 72dpi

Inspir ing al l gir ls to be strong, smart, and bold.

gir ls inc.org

CONFIDENCE IS KNOWING THAT YOU CAN DO ANYTHING

51

3.8 WEBSITE

52

WE

BSI

TE

WEBSITE

3.8

The website for Girls, Inc. must clearly use visual elements that are consistent with the media campaign, including

the company logo, colors, imagery, and patterns. The logo must be present on top of each page of the website.

Icons for email and social media, such as Facebook, Twitter, and You Tube must be visible and easy to access on

each page of the website. All images must use JPG or PNG file web formats. All textual content must be in line with

the company’s core values and heritage. Navigation must be clear and easy for users of all levels of digital media

experience to use. All links must not open in a new web browser window. The current page must be highlighted

in the navigation menu to indicate the current page being perused. Meta data and other SEO information using

appropriate key words must be written concisely to ensure search engine accessibility.

Technology Specifications

• The website must work consistently on all web browsers, including Firefox, Safari, Google Chrome, Opera, and

Internet Explorer.

• The website must be accessible on all technology platforms (i.e. PC, Mac, iOS, Windows, Android, Tablet,

Mobile Phone).

53

Website .................................54-55

Social Media ........................ 56-57

Mobile Applications ......... 58-59

Video ...................................... 60-61

Print Advertisements .......62-63

Digital Advertisements ...64-65

DESIGN SOLUTIONS

55

4.1 WEBSITE

56

4.1

WE

BSI

TE

57

4.2 SOCIAL MEDIA

58

TWITTER

@girls_incNon-profit organization for at-risk girl focusing on

S.T.E.M. to break social barriers

4.2

SOC

IAL

ME

DIA

59

FACEBOOKhttp://www.facebook.com/girlsinc

Inspiring all girls to be strong,

smart & boldSM.

Girls, Inc. Girls, Inc.

Have you heard? Girls who are encouraged in S.T.E.M. have higher chances of career success. Join us, volunteer, or donate today!

Girls Inc. President & CEO, Judy Vredenburgh, and Girls Inc. National Scholar, Shantia McCarthur, will join social change leaders and current and former Presidents in honoring the legacy of Dr. Martin Luther King, Jr.’s dream of freedom on Wednesday, August 28 at the Lincoln Memorial in Washington, D.C. The program will also include addresses by President Obama, President Bill Clinton, and President Carter and a bell-ringing ceremony at 3 p.m. EST.

Promote Your AdHonoring the legacy of Dr. Martin Luther King, Jr.’s dream of freedom on Wednesday, August 28 at the Lincoln Memorial in Washington, D.C.

Sponsored AdShop at the Girls, Inc. store NOW!

Girls, Inc.

Girls, Inc.

4.3 MOBILE APPLICATIONS

TABLET

60

4.3

MO

BIL

E A

PP

LIC

ATI

ON

S

MOBILE PHONE

61

4.4 VIDEO

YOU TUBE

62

Girls, Inc.: Inspiring all girls to be strong, smart, and bold

No Barriers

Girls, Inc.

Girls, Inc.

Related Videos

Girls Have Fun in Science!

Tech-Savvy Girls Rock!

4.4

VID

EO

VIMEO

63

4.5 PRINT ADVERTISEMENTS

B O L D L Y BREAKINGBARRIERS

Life-changing programs for girls that will change the world.

Girls, Inc. is dedicated to helping girls improve

their knowledge and skills in Science, Technology, Engineering and Math

to help them break social, economic, and

gender barriers..Join us today

to help them be strong, smart,

and bold!

gir ls inc.org

64

Inspir ing al l gir ls to be strong, smart, and boldSM.

gir ls inc.org

CONFIDENCE IS KNOWING THAT YOU CAN DO ANYTHING

BANNERPOSTER/ADVERTISEMENT

4.5

PR

INT

AD

VE

RTI

SEM

EN

TS

65

BILLBOARD

GIRLS RULE!“It is imperative to get to girls early to have more self-confidence before they enter the workplace. It is important to teach girls that they’re just as good at math and science as boys.”

– Sheryl SandbergChief Operating Officer of Facebook & Author

Girls, Inc. provides life-changing programs to help girls succeed in

science, math, engineering & technology. Join us today!

GIRLSINC.ORG


4.6 DIGITAL ADVERTISEMENTS

66

BARRIERS ARE MEANT TO BE BROKEN

YOU CAN MAKE A DIFFERENCE!

JOIN US TODAY!

Girls, Inc. is dedicated to helping girls increase their knowledge in

S.T.E.M. so that they can be pioneers,

just like Sally Ride.

Join us today to help them fly to the moon!

Girls, Inc. needs your help! Become a community volunteer or donor

and help girls on their way to success. Our proven programs can help them break social, economic, and gender barriers by increasing their

knowledge and skills in S.T.E.M. Make a difference in a girl’s life so that she can have a brighter future!

WEB BANNER LANDING PAGE

gir ls inc.org

4.6

DIG

ITA

L A

DV

ER

TISE

ME

NTS

67

WEB BANNERS

I N S P I R I N G ALL GIRLS TO BE STRONG, SMART,

AND BOLDSM.

E M B R A C EB R I L L I A N C E

INSPIRING ALL GIRLS TO BE STRONG, SMART, AND BOLDSM.

REFERENCES

68

In-Text Citations

Airey, David. (2010). Logo Design Love: A guide to creating iconic brand identities. Berkeley, California: New Riders.

Girls, Inc. (2013). Home. Retrieved from http://www.girlsinc.org/

Halpern, D., Aronson, J., Reimer, N., Simpkins, S., Star, J., and Wentzel, K. (2007). Encouraging Girls in Math and Science (NCER 2007-2003). Washington, DC: National Center for Education Research, Institute of Education Sciences, U.S. Department of Education. Retrieved from http://ncer.ed.gov.

Neumeier, Marty. (2007). Zag: The number-one strategy of high-performance brands. Berkeley, California: New Riders.

Osborne, Tom. (2008). Getting Moody: A Look at Inspiration and Style in Early Design Techniques. Retrieved on April 30, 2013 from http://viget.com/inspire/getting-moody

Philanthropedia. (2011). Ranked Nonprofits. National At-Risk Youth 2011. Retrieved from http://www.myphilanthropedia.org/top-nonprofits/national/at-risk-youth/2011

PrintMag.com. (2013). The Simple--Visual trends that cut through the clutter. Retrieved from http://www.printmag.com/Ar-ticle/the-simple-visual-trends-that-cut-through-the-clutter

Rudd, Matt. (2013). ITV Logo Creation. Retrieved from http://www.logodesignlove.com/itv-logo

Sexton, Deborah. (2011). Trend update: Teen apparel decoration. Retrieved from http://www.contractdesign.com/impres-sions/screen-printing/Trend-Update-Teen-A-1546.shtml

Wheeler, Alina. (2009). Designing brand identity. Hoboken, New Jersey: John Wiley & Sons, Inc.

REFERENCES

69

Image References

Allor, Tia. (2011). When Pigs Fly – Graffiti Art [Photo]. Retrieved from http://www.flickr.com/1000beautifulthingsphotogra-phy/6216540516

Alvarez, Daniella. (2012). Weird Science [Photo]. Retrieved from http://www.flickr.com/photos/divine-void/8227945405

Big Brothers Big Sisters of America. (2013). Big Brothers Big Sisters of America [Logo]. Retrieved from http://www.bbbsa.org

Boys and Girls Clubs of America. (2013). Boys and Girls Clubs of America [Logo]. Retrieved from http://www.bcga.org

Boys Town. (2013). Boys Town [Logo]. Retrieved from http://www.boystown.org

BP Blogspot. (n.d.). Young Girl Doing Chemistry [Photo]. Retrieved from http://1.bp.blogspot.com/_mDaAVZSwLMs/TKYY1mi27UI/AAAAAAAAAFc/j9rrLtBVhvo/s400/G4G02.jpg

Business Bigwigs. (2013). Sheryl Sandberg [Image]. Retrieved from http://www.businessbigwigs.com/wp-content/up-loads/2013/04/Sheryl.Sandberg.jpeg

Deviant Art. (2010). Pink Graffiti [Photo]. Retrieved from http://fc03.deviantart.net/fs70/i/2010/240/0/2/pink_graffiti_by_lubellemanipulation-d2xejn9.jpg

Discover Science. (n.d.). Girl with Bugs on Goggles [Photo]. Retrieved from http://www.discover-science.ie/wp-content/uploads/Science_Week_08_image_high_res.jpg

Flickr. (n.d.). Female Executive [Photo]. Retrieved from http://www.flickr.com/photos/53631740@N06/5706161885/in/photolist-9Gez8t-cibex7-ciaoyE-7uqLx8-ci9Qym-7orZTY-b7ap3v-8XSJbv-dEGHvJ-eqNM13-c1PaAw-bEfp98-eXra2j-bM-DVPF-bMDVVK-8Xn6uq-e6jhWd-e6fvjY-e6fvjJ-e6jhX3-5J2RUc-4S9NWt-fGeBqR-fGeB5R-8QgQhn-cCUuuf-4NRTQA-fs-GZN-fsGZM-aBUC5S-aBUCmA-aBUBiU-aZbtF6-ds2byD-9B4Gom-aBUnVd-eWQpWW-7JUSDJ-a9YLoE-9qZzxp-7soJdc-7EhdfJ-7EdnhD-7Ehdg9-7Edni6-7Ednhg-e6nEVY-e6fvjm-e6nEVo-a5Vxtn-e6nEWs

Girls, Inc. (2013). Girls, Inc. [Misc. Images]. Retrieved from http://www.girlsinc.org

REFERENCES

70

Getty Images. (2013). Female Executive [Photograph]. Retrieved on March 15 from http://www.gettyimages.com/detail/photo/confident-businesswoman-royalty-free-image/103891354

Getty Images. (2013). Latina Woman and Daughter [Photograph]. Retrieved on March 16 from http://www.gettyimages.com/detail/photo/hispanic-mother-and-daughter-royalty-free-image/109735188

Greenlight for Girls. (n.d.). Beautiful Girl Doing Chemistry [Photo]. Retrieved from http://www.flickr.com/photos/greenlight-forgirls/4947341907/

iStockPhoto. (2013). Boxing Girl [Photo]. Retrieved from http://www.istockphoto.com/stock-photo-12711282-boxing-super-girl.php

iStockPhoto. (2013). Girl in Chemical Laboratory [Photo]. Retrieved from http://www.istockphoto.com/stock-photo-22630247-children-student-girl-in-kid-chemical-laboratory.php

iStockPhoto. (2013). Girl Examining Under Microscope. [Photo]. http://www.istockphoto.com/stock-photo-17098534-girl-ex-amining-something-under-microscope.php?st=ad5d6ac

iStockPhoto. (2013). Girl Using Computer [Photo]. Retrieved from http://www.istockphoto.com/stock-photo-9388572-kid-using-computer.php?st=f57ed53

iStockPhoto. (2013). Nature Study [Photo]. Retrieved from http://www.istockphoto.com/stock-photo-10422303-nature-study.php?st=902afb5

iStockPhoto. (2013). Young Engineer Girl [Photo]. Retrieved from http://www.istockphoto.com/stock-photo-20453191-young-female-architect.php

Huffington Post. (n.d.). Female Chemist [Photo]. Retrieved from http://i.huffpost.com/gen/811868/thumbs/o-WOMEN-IN-SCIENCE-facebook.jpg

Madame Noir. (2012). Little Black Girl [Photo]. Retrieved from http://cdn.madamenoire.com/wp-content/uploads/2012/05/little-black-girl3.jpg

Image References

REFERENCES

71

Manor, Caroll. The Great Adventure Lab: Girls Love Designing Video Games [Photo]. Retrieved from http://www.flickr.com/photos/awrobots/7915719284

NASA. (n.d.). Sally Ride [Photo]. Retrieved from http://www.blogcdn.com/www.engadget.com/media/2012/07/sally-ride-na-sa.jpg

NPR. (2012). Physics Girl [Photo]. Retrieved from http://media.npr.org/assets/img/2013/08/08/physics-girls_wide-07cae87558f4b42b2e340ec07e7ee3aa0a1d499b.jpg

Pruitt, Sharon. (2009). Happy Teen Girl with Braces [Photo]. Retrieved from http://www.flickr.com/photos/pinksher-bet/6848589385

Raghuvanshi, Vikram. (n.d.). Cheerful Indian Girl Student Erasing Mathematics [Photo]. Retrieved from http://www.istock-photo.com/stock-photo-15799013-cheerful-indian-girl-student-erasing-mathematics-problems-from-greenboard-black-board.php

Smart, Jody. (2012). Pink Circuit Board [Photo]. Retrieved from http://www.flickr.com/photos/coded_intuition/8496059331

StockImage.com. (n.d.). Molecule [Photo]. Retrieved from http://i.istockimg.com/file_thumbview_approve/19782358/2/stock-illustration-19782358-background-dna-molecule.jpg

Topnews.com. (n.d.). Girl Engineer [Photo]. Retrieved from http://bloximages.chicago2.vip.townnews.com/thesouthern.com/content/tncms/assets/v3/editorial/d/6e/d6e5dc80-b4d0-11e1-a73f-0019bb2963f4/4fd7ac96258be.preview-620.jpg

UCL. (n.d.). Engineer Girl in Clouds [Photo]. Retrieved from http://engd-usar.cege.ucl.ac.uk/images/uploads/1258730748_Engineer_Girl_Cloud.jpg

Yale Scientific. (2013). Two Girls with Test Tubes [Photo]. Retrieved from http://www.yalescientific.org/wp-content/up-loads/2013/02/Science-Essay-1.jpg

ABOUT THE DESIGNERCheryl Monteclaro began her formal education at the University of California, Santa Cruz with a double major in Politics and Womens Studies. After relocating to Florida, she began her career in multimedia as a graphic designer for Mirador Studios in the Gainesville, Florida. As time progressed, she became the production manager for the firm and was responsible for management and design of several publications. She also obtained additional experience in the company as a web designer and project manager. In 2008, she started her own independent contracting company, Chermont Design. In 2010, she decided to increase her professional skills by obtaining an Bachelors of Science in Information Technology with a focus on Multimedia and Visual Communications at University of Phoenix, where she graduated with honors. In 2012, she began her Masters in Fine Arts for Media Design at Full Sail University to enhance her professional capabilities. In 2013, she relocated to New York City, where she continues to work as a multimedia designer and project manager.

Aside from her passion for design, Cheryl is also a life-long musician, including a music producer and DJ. She is currently signed with Philadelphia-based music label, Selekta Recordings. She has been a house music DJ for 17 years and has had the opportunity to play in many cities across the United States. Currently, she has two DJ residencies in Brooklyn and Manhattan.

73

Monteclaro 10 4 1 final

Documents

Transcript of Monteclaro 10 4 1 final