1

Where Ordinary Becomes Extraordinary

2

The Basics

Table of Contents3

Introduction… 5Purpose

7

33

Table of Contents

Research

The Competition12

SWOT AnalysisPersonas

We’ve Got Style

Mood Boards 23 Process of DesignColor PaletteTypography

LogoReady for Our Close Up:

Media Assets 33References… 46

4

Sisters of Today and Tomorrow (SOT) is a non-profit organization with a mission to encourage and uplift young women of color by exposing them to teaching of career exploration, dinner etiquette, job preparation, healthy exercise and nutrition, leadership, networking, effective communication (written and oral) skills, and life skills to young women ages 9-18 years old (SOT, 2013). The programs are free to participants. This organization will track the participant’s progress and success while they are members of the program.

A redesign of colors, a tagline, a new logo, an increased online presence on sites such as facebook.com and twitter, and adding a “Hall of Fame” component titled Treasured Jewels for girls who reach goals, maintain good grades, perform community service, and exemplify leadership. These elements will draw girls in as participants, which will ultimately increase funding and allow for additional member, community, and donor participation

Introduction

5

66

Celebrating Girls to Build Strong Women

Purpose

7

This campaign addresses redesign solutions for Sisters of Today and Tomorrow (SOT). This organization offers great programs for female youth, but is also in need of a few design updates to create more brand awareness and participation. The goal is to make it more intriguing to young women. This will include creative word use and not just images or graphics

8

99

Research

Research

10

The theme of this campaign will be Sisters of Today & Tomorrow: Where Teaching Meets Style. This is because young girls need guidance, but they also love fashion and style while they are trying to find their individualism. The goal is to make it more intriguing to young women. Through reading the testimonials on the SOT website, it can be seen that SOT offers programs that participants, parents, and community members have been proud to be apart of. These testimonials of positive experiences will be used during the campaign.

The problem is getting young women involved because they see many program opportunities and may not know which to choose. In addition, many girls would rather be at home, shopping, obsessed with boys, or hanging with friends in person or electronically. Young girls are full of zest and energy and need to be excited to participate in voluntary programs and activities, to ensure participation, what can be done for them if they join SOT will be highlighted, rather than just the features of the programs.

The target audience members are girls of African American descent between the ages of 9-18 who may be at risk of getting involved in negative relationships, teenage pregnancy, promiscuity, trouble at home, dropping out of school, bullying, and neighborhood drama. These girls may be in single parent homes raised by only a mother and/or their parents may work late hours. Also, these young women are bombarded with images of other black girls and grown women in the media that are highly sexualized or violent. These areas can both have negative effects on girls. The sexual video vixens and barely dressed female singers and rappers send the message that being and dressing sexual will get them

11

attention and cause them to be liked. The reality shows full of violent and ill-tempered rich women sends the message that to get respect you need to yell, curse, and always be ready to fight in order to be heard or to gain respect.

This project is important because SOT can help the participants to dispel the negative images that they see in the media as reality or ideals to follow. Sisters of Today and Tomorrow teaches and reaffirms that being and doing positive things leads to positive attention and successful lives. The core message of this organization is that black females are and can be leaders, choose great careers, and be productive citizens in society.

Sisters of Today and Tomorrow (SOT) is unique for a few reasons. Number one, it is the only organization that offers programs involving entrepreneurship and building networking skills. Entrepreneurship, leadership and networking skills are important because important because these skills can be used in any career chosen. In today’s world, whom you know is important and you have to portray yourself as confident in your abilities to succeed. Two, Sisters of Today and Tomorrow is the only organization for African American girls that invites and includes mothers and guardians in the conference with information and tools to use when the event is over. Mothers being involved in certain aspects of the conference is important to show the girls that they have support and when the event is over the mother can still help to instill the positive elements in her child. This helps to maintain a sense of coherence “the quality that ensures that all pieces hold together in a way that feels seamless to the consumer (Wheeler, p.36). Three, on its website, SOT has an online spotlight section that highlights a biography of a woman and her accomplishments. The spotlight section is important because it shows that people who work hard will be rewarded for their efforts and that is important to young women. This “Hall of Fame” component will be titled Treasured Jewels for girls who reach goals, have good grades, perform community service, and exemplify leadership. This will draw girls in as participants and will be updated quarterly.

The Competition

12

All of these organizations have been established to educate, inspire, encourage, and uplift girls and women of color. This is because the media, destructive relationships, and bad decisions can and have altered lives in negative ways when misguided.

They all depend on donations and outside funding to remain active. To receive this funding the organizations need to gain and maintain awareness as well as maintain a specified number of participants.

Sisters of Today & Tomorrow are Ranked #4 in popularity and awareness.

13

SWOT Analysis

14

Everyone and Everything has strengths and

weaknesses. In each lies opportunities to succeed

and overcome barriers and threats.

15

Strengths

Weaknesses

Opportunities

Threats

• Has expanded to two states Nationally

• Gives tools to help mothers raise confident daughters

• Spotlighting youth accomplishments consistently

• Not as many partnerships as competitors

• No unique programming• Boring appearance

• Adding a mentorship program• Adding a progress tracking

component to see the growth of participants and how the program is helping

• Two top organizations have major awareness with celebrity supporters

• Maintaining participation of women and youth to maintain funding

• Not gaining loyalty through an oath, pledge, or specialty leaves space for another program to captivate audience

16

The growth and development of people is the highest calling of leadership

~ Harvey S Firestone

Hall of Fame

17

What is a Sister of Today?

18

Name: Alisha Roberts

Age: 16

Hobbies: Reading, Shopping, Facebook, Dancing, Volleyball, Hanging with family and friends

Goals: To be an Architect

What is a Sister of Tomorrow?

19

Name: Sharon Christenson

Age: 42

Career: Author and Pubicist

Hobbies: Reading, Traveling, Teaching

Favorite Music: Jazz, R&B

20

'Style is a way to say who you are without having to speak.' –

Rachel Zoe

21

We’ve Got Style

21

Style Guide

22

23

Moodboards

24

25

Final Mood Board

26

'Delete the negative;

accentuate the positive!' - Donna

Karan

The Design Thought Process

27

Colors

“Color is a powerful nonverbal communication tool and can play an important role in the success of commercial projects. Color can evoke emotions, elicit feelings- even cause hunger” (O’Grady, p. 62). These choices were chosen carefully after researching color meanings relevant to the culture of this organization.

28

Typography

29

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Helvetica Body Copy

Bauhaus 93 Headings

Monotype Corvisa Sub-Headings

Logo Development

30

31

Logo Do’s Logo Dont’s

Do Not frame the logo n any new colors

32

Design is not just what it looks like and feels like. Design is how it

works ~ Steve Jobs

33

Ready for Our Close Up: Media Assets

Print Media

34

Sisters of Today and Tomorrow will house brochures and pamphlets about the organizations purpose, hours, contacts, etc. Flyers will be distributed for events for promotion in local schools and neighborhoods

35

Promotional Items

36

37

Social Media

38

“Rather than slapping a banner ad on a site, social media campaigns take full advantage of the web's unique properties like interactivity, community-building, and the ability to specialize local offers” (Sniderman).

Facebook will be used as a place to promote the organization, events, and approved participants that are meeting and exceeding goals.

39

Twitter

40

Twitter will be updated daily with events, happenings, and accomplishments of members, mentors, and Sisters of Today & Tomorrows, staff and supporters

41

Electronic Media

42

The SOTT website will contain all information on the company, its participants, mentors, and more.

Radio Broadcast- SOTT will benefit from PSA’s about the organization regarding events and Testimonials. “The first thing to understand about marketing today is that it’s all about shared experience” (Thibeault) so testimonials are the perfect way for participants and mentors to share experiences with SOTT and connect with the intended audience.

Television Broadcast- Commercials would be a good electronic media to engage and recruit participation and gain awareness of the organization in its local areas.

43

Youtube

44

Special events, conferences, and testimonials may be recorded and posted on the SOTT youtube.com channel and website for promotion and as informational tools. These videos will essentially be short stories about SOTT. “It’s about digital presence. It’s about storytelling. And how you tell that story may make or break your business” (Thibeault). And because we are a right now society, the videos can be easily found and viewed by choice.

45

References

46

Rachel ZoeRead more at http://www.marieclaire.co.uk/blogs/542820/the-40-best-style-quotes-of-all-time.html#6qgTccQr90FW5m5f.99

http://www.brainyquote.com/quotes/quotes/s/stevejobs169129.html

http://www.brainyquote.com/quotes/quotes/h/harveysfi158289.html

Thibeault, J. (2014). Is Transmedia Storytelling the New Digital Marketing. Retrieved on May 14, 2014 from http://www.rethinkeverythingblog.com/2014/05/05/is-transmedia-storytelling-the-new-digital-marketing/

4747

O’Grady, J., K. (2006) A Designer’s Research Manual: Succeed in Design By Knowing Your Clients and What They Really Need.

This book was created by: Christina Johnson

48