Stepstones International Project Book

Stepstonesinternational

project book & style guide

“Our goal is to mobilize the local church and to help others to take the steps to make a difference in the world.”

Mike Brister, Stepstones founder

T A B L E O FC O N T E N T S

Introduction Research Target Audience SWOT Analysis Competitive- LandscapeCreative Development Logo Exploration Moodboards Web Site Wire Frames Print AdvertisementsStyle Guide Logo Color Palette Typography PhotographyFinal Solutions Letterhead & Stationery Web Design Print Advertising Web Banner Resources

0103091519

23272931353741454749515355596163

01.

I N T R O D U C T I O N

01

Stepstones is a Christian Non-Profit

organization that stands on its mission to

Teach the heart of God, Train others to serve,

and to Take them into the world to walk out

the Steps that bring lasting change to the

lives of those in need.

This campaign project books outlines the

process and solutions of a comprehensive

rebranding campaign of Stepstones

international.

The objective of the Stepstones International

rebranding campaign is to brand Stepstones

as a Christian humanitarian aid organization

that stands apart as “something different”

and “worthy” of support though financial

donations and hands on involvement.

introduction

02

R E S E A R C H

05.

05

Beginning just a few short years ago,

Stepstones emerged onto the scene with

a grand vision and a call to reach out

and change the lives of a lost and broken

world. Through established connections

in Haiti and Guatemala, Stepstones

has worked with local leaders to build

stronger more stable communities through

building churches, schools, orphanages

and supplying them with the necessary

resources for daily operation. Stepstones

is currently beginning to establish

relationships in Africa in order to expand

the reach of Stepstones’ ministry. The focus

put toward the rebranding of Stepstones

Ministry International will establish

Stepstones as “something different” and

“worthy of support.” Few Christian mission

organizations have tapped into the non-

church-goer market as a means of financial

and volunteer support. Targeting this

segment of the demographic is a huge

opportunity for Stepstones.

research

06

Stepstones current marketing campaigns

have only focused on the traditional church

congregation member, which only accounts

for about 40% of the American population.

Nearly 60% of the American population

does not attend church on a regular

basis, therefore, the current marketing for

Stepstones is neglecting a large portion of

consumers (Robinson, B.A). Of the 60% of

the American population that do not attend

church services, 60% are likely to donate

money to a charity they deem worthy of

support and 40% are likely to donate their

time (Brooks, A.C.).

Non-church-goers

Money

Church-goers

Time

American Population

Non-Church-GoersLikely to Give

07.

07

It is imperative, for the growth of the Stepstones brand, that attempts be made to reach

other marketable consumers that have a heart for and care about those in need. Stepstones

stands on the brink of becoming a positive influence in changing the way the non-church

world views Christians, church and missionaries. More importantly than changing how the

world views church, Stepstones stands ready change the lives of those in dire need.

research

08

09.

T A R G E T A U D I E N C E

DOERS promoters, hands on, evangelism of the cause

DONATORS(money & time)

- Charismatic, driven, culturally aware - Age 20s-40s

- Mid to upper middle class- Professionals age 30+

- Married with family

09

C L U B S & T R I B E S

-Those who subscribe to Benevolent, Proactive, Humanitarian efforts that are proud to do their part and feel they make a difference

- “Seeker” church members (“seeker” churches have a more culturally relevant, t-shirt & jeans, rock n’ roll atmosphere vs. a sunday school, choir robe and suit & tie environment)

- Care about the environment

- Active in the community

- Support companies like TOMS shoes that promote a global awareness and commitment to a better tomorrow

- Interested in healthy living & organic foods

research

10

Stepstones rises from other Christian humanitarian aid and mission organizations because they

offer and encourage supporters to be more involved than simply writing a check. Stepstones

offers a chance to be hands on in the efforts to help and heal those less fortunate, hurting,

hungry and homeless. In fact, being hands on is built into Stepstones mission statement:

teach others the heart of God for the nations, train them how to help and to take them into the

nations (Brister, M.). Stepstones feels that physical involvement is the key to truly making a

11.

11

difference in the lives of others and yourself.

Stepstones International offers supporters

more than a tax deduction. Not to say that

other organizations do not offer a chance to

volunteer and be hands on, but Stepstones

mission statement is centered on taking

people in the hurting world to be a part

of the life changing acts that Stepstones

embarks on. It is impossible to walk the

rocky streets of Haiti or rain soaked jungle

trails of Guatemala and experience first

hand the needs of a lost a broken world

and not become a lifetime supporter of

the cause. With a mission to teach, train,

and to take people into the mission field,

Stepstones will quickly build brand loyalty

among supporters.

Since Stepstones birth, advertising and

marketing efforts have been small yet

effective, growing through word of mouth

and local networking. Stepstones main

source of support has been through the

traditional means of marketing that all

mission organizations use: speaking at

churches, mission conferences and camps.

research

12

Since the marketing campaigns of the

organization have been ordinary and only

focusing on those who regularly attend

church, missions conferences or camps,

Stepstones is missing a large portion of

the population that is willing to support

an organization like Stepstones. Another

drawback to the current and past marketing

efforts Stepstones has utilized is that it

causes Stepstones to get lost in the vast

sea of all the other missions organizations.

Stepstones is relatively young and small and

therefore, it is imperative that Stepstones not

follow in the footsteps of more established

organizations and not rely solely only on the

traditional church congregation member to be

the sole support of the organization but also

to include those who are non-church-goers

who also care about helping those in need.

Many corporate, for-profit, companies are

beginning to see that there are consumers

who truly do care about the welfare of others

and are shaping their marketing accordingly.

13.

13

research

14

The over arching purpose of the SWOT Analysis

is to visually identify the Strengths, Weaknesses,

Opportunities and Threats of the organization.

It serves as a visual road map toward the style

and visual language that will be utilized in the

branding of Stepstones. In the current market,

there are few brands that offer what Stepstones

does and of the ones that do, they do not market

toward the churched and the non-churched.

Much of the competition’s design work is stale

and similar to other competitors. It is the goal

of the SWOT board to visually communicate

what a brand that is appealing to both sides of

the street would “feel” like. After all, a brand

is not products, logos, names or what the

organization says it is; it is the gut feeling that

the consumer feels about the company. The

market for a nonprofit missions organization that

is targeted toward a younger, more culturally

aware audience, is wide open and Stepstones

is taking hold of it as the innovative front-runner.

S W O T

15.

15

research

16

S T R E N G T H S

Stepstones offers it’s supporters the benefits and the peace of mind of great leadership with experience in international travel and affairs, hands-on involvement in making a difference. The organization benefits from the strength of a younger more charismatic target market that is enthusiastic that is willing to spread the word and become involved int the efforts of Stepstones on a large and grass roots level.

W E A K N E S S E S

Some of the weaknesses that were revealed in the analysis were the limitations of a low budget and a small staff. Others were misconceptions of Christian organizations by the general public like: stuffy, disconnected and “cheesy.” A weakness that is needs to be addressed is the that Stepstones is unheard of and unknown.

SWOT

17.

17

O P P O R T U N I T I E S

Some of the opportunities that are closest at hand and most needed are: increased visibility though effective advertising and marketing to expand the brands reach to include those outside the traditional church. Others that are possible in the near future would be to join up with other like minded organizations and extend the reach to more countries in need.

T H R E A T S

One of the threats that Stepstones faces is that it currently does not employ an outside financial accountability service to bring peace of mind to the potential supporter of the organizations legitimacy. Other threats that are eminent are falling U.S. economy, global unrest and instability and the annoyance of heightened travel security and uneasiness that some have in international travel.

SWOT

research

18

C O M P E T I T I V E L A N D S C A P E

19.

19

A competitive landscape study was

conducted to get a better understanding

as to what is out there and how well

Stepstones fits into or stands out from the

landscape. Since so much emphasis is

placed on logos, and that the Stepstones

logo will be used extensively in the process

of developing strong brand identity and

brand recognition, the logo was put through

many different stages, styles and tortured

to guarantee that it can accomplish all that

Stepstones needs it to do. To make sure that

the Stepstones logo floats to the top in the

sea of other non-profit organizations, the

logo has been designed to be strong and

unique yet simple, professional and flexible.

The logo is designed with a clean, simple

style that promotes legibility and ease of

reproduction across a multitude of media

choices.

research

20

21.

Compassion.org

Compassion is one of the nations largest non-profit Christian aid organizations. They find a lot of support through artist endorsement and. I feel that they are a good organization to keep an eye on.

WorldVision.org

World Vision is also a very large organization that has a great marketing approach. They offer materials for local churches to host mission focused Sundays. They have a more clever approach to marketing and drumming up support than the other organizations on this form.

21

GlobalExpeditions.com

Global Expeditions is close Stepstones in operations as it offers people to be hands on in changing the world. The main difference is that it focusses it’s attention on teenagers.

MercyShips.org

Mercy Ships is similar to Stepstones because it asks for volunteers before asking for money. They want people to join them in changing lives offering chances to live aboard ship on excursions to remote ports where they operate as a floating hospital.

research

22

C R E A T I V ED E V E L O P M E N T

25.

25

creative development

“Much of the creative development was rooted in the personal experience I had with Stepstones International as we built the first three of thirty new homes in a small community in the mountains

of Haiti after the massive earthquake in 2010.” ~ Ryan Richey

26

27.

27

During the logo

exploration part of the


process, many designs

were crafted no matter

how “good” or “bad”

they were. The goal

was to try to symbolize

Stepstones personality,

purpose and goals in

one easily recognizable

and reproducible logo

and logo type.

L O G O E X P L O R A T I O N


28

29.

M O O D B O A R D S

During the creative development

stages Moodboards were created to

help visualize the a style and voice of

the campaign. In the Moodboards

are images, textures, color palettes,

typography, and the important key

tenets of the organization. To the

right is the moodboard created later

in the process and that became

the the chosen graphic tool box in

which to draw cues from for the

entire creative development.

M O O D B O A R D S

Collection of inspiration and target markets

29


30

31.

Home/main layout

W E B S I T E W I R E F R A M E S

31


The website is designed to be an interactive Java

powered site. The background image can be changed

by the viewer and it will change on each page. The

Home page layout will be constant through out the

entire site except where application or functionality

requirements differ, for example a blog or news feed.

For secondary pages that require more of a time line

approach a page similar to the one shown on this

page will be used.

Secondary layout

32

The Stepstones web design will rely heav-

ily on captivating photography that helps

tell the story of what Stepstones does and

of the lives of whom it helps change. The

web design, along with the other designs

in the campaign, will utilize as much actual

footage of Stepstones events as possible,

but since seldom do professional photog-

raphers or videographer, appropriate stock

photography will be used if necessary.

33.

33

Stepstones International website redesign


34

35.

P R I N T A D V E R T I S E M E N T S

Part of the creative process is to work on visual languages and approaches to print

advertisements for both mass marketing as well as concise, strategic marketing campaigns.

On the following page you can see two very different ideas that where worked on early in the

creative development process.

35


Personal Testimony Ad idea Emotional Connection Ad idea

36

S T Y L EG U I D E

C O M M U N I C A T I N G S T E P S T O N E S

The Stepstones core brand message and key

attributes are carried through all mediums of

communications through the intelligent use

of color, typography, photography, and other

Stepstones brand elements. Proper usage is

important to ensure the quality and accuracy

of the message to every Stepstones supporter

and potential supporter. The brand elements

include: The Stepstones logo and emblem,

colors, typefaces, motion graphics and video

design. Stepstones core values are drawn

from the life and ministry of Jesus Christ and

39.

39

L O V E . C O M P A S S I O N . A C T I O N .

style guide

truths found in scriptures of the Bible. Such

verses like Matthew 25:34-40, James 1:27

and Isaiah 1:17, that tell us to “Learn to do

right; seek justice. Defend the oppressed.

Take up the cause of the fatherless; plead

the case of the widow.” The ultimate goal of

the ministry of Stepstones International is to

communicate the hope, forgiveness, love and

salvation that is available though the life and

death of Jesus Christ. This messages should

also be at the foundation of all media created

to support, promote or carry the name

Stepstones International.

40

x x

x

x

Ideally the logo will be used on a white background for maximum impact and clarity. The logo will have a minimum of 1 X-height white space around it. In order to maintain legibility of the logo the minimum X-height is 1/4”, .64 centimeters, 1.5 picas, or 18 points.

L O G O

41.

41

style guide

The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact. For use on darker backgrounds please use the two color Green and White version of the logo as the first choice option followed by the one color White version as a second choice.

42

L O G O D O N ' T S




Do not distort the shape of the logo.

Do not place the logo over patterns.

Do not place the logo on photos that are busy

or have multiple shapes or colors.

43.

43

style guide




Do not replace the typeface of the logo.

Do not change color of the logo.

Do not place the logo on colors not in

Stepstones approved color palette color.

44

C O L O R P A L E T T E

The color palette chosen for Stepstones has a warm, earthy

feel with punches of bright hopeful greens and blues. The

colors were chosen from photographs from the regions that

Stepstones is currently active and areas that Stepstones plans

to expand to in the near future. The darker colors of the palette

are an important tool in communicating the current state of the

impoverished regions while the more upbeat, bright blues and

greens help to communicate the hope and the change that

Stepstones is brings. The earth tones in the color palette serve

as a guide and are not specific color matches. Although, the

chosen Stepstones Green and Stepstones Blue are required

to be color matched either by PMS, CMYK or RGB.

45.

45

style guide

Stepstones Green

PMS = DS 294-1 UCMYK = 50, 0, 100, 0RGB = 141, 198, 63

Stepstones Blue

PMS = DS 273-7 UCMYK = 45,0, 40, 25RGB = 11. 164, 139

46

T Y P O G R A P H Y

H E A D I N GabeatbyKai 24 pttracking 340kerning (Metrics)

Sub Heading Helvetica Neue (Light)18 pttracking 0kerning (Metrics)

A B C D E F G H I J K LM N O P Q R S T U V W X Y Za b c d e f g h i j k lm n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . " ' ! @ # $ % & * ( ) _ +


47.

47

style guide



BodyHelvetica Neue (Light)14 pttracking 0kerning (Metrics)

Web FontVerdana12 pttracking 0kerning (Metrics)

48

P H O T O G R A P H Y

When selecting photographs, it is important to choose images that communicate the attributes

of the brand and leave the viewer with a positive feeling that being involved with Stepstones

really can make a difference and change someone’s life in need. Although it may be tempting

to use imagery of the immense need and think that it will make people feel compelled to get

involved, it will cause the viewers to feel they are helpless to solve the problem and therefore,

DO USE: photography that depicts the lives and culture of those who are affected by the ministry of Stepstones with a positive or neutral emotional tone and photos of Stepstones supporters and/or staff in action or the result of Stepstones actions.

49.

49

style guide

feel they can’t make a difference. Using imagery that only shows the need will cause Stepstones

to become lost in the sea of other organizations that use sad imagery as a tactic to aquire

financial support. It is important to remember that Stepstones Internatianal is an organizations

that is “something different” and “worthy of support,” and that Stepstones is currently making a

difference in the lives of those in need.

DO NOT USE: photography that depicts starving children, death, sadness, hopelessness, poverty, etc.

50

F I N A LS O L U T I O N S

53.

L E T T E R H E A D & S T A T I O N E R Y

Letterhead and office stationery is part of the

tangible pieces of the organizations brand identity.

Although a brand is much more than a logo and

set of letterheads and business cards, they play a

pivotal roll in communicating who and what a brand

is. The letterhead offers a clean, easily reproducible

document that will translate well in either color or

black and white for copy and fax machines.

53

final solutions

54

55.

W E B D E S I G N

The web site is designed to be informative but with

an interactive feel. Stepstones web site is designed

and created with Java sliders serving as a navigation

option from page to page in addition to traditional

button style navigation. There is also an option to

change the background image, making the viewer

more in control of the experience, increasing the

chances the viewer will stay on the site longer.

55

final solutions

Home Page

56

57.

Meet The Team News & Media

57

final solutions

Contact Mission

58

59.

P R I N T A D V E R T I S I N G

The print advertising initially created for the

rebranding campaign is centered around awareness

and focussed on taking the steps to make a

difference in global suffering, poverty and hunger.

Included in the campaign is a poster designed for

a broad audience. The poster is an awareness

focussed design to increase understanding that

there are many who need help but you can make

the difference for one. The postcard is designed

to target a more focused audience and urges

potential supporters to inquire how to take the

steps that make a lasting difference.

59

final solutions

poster

postcard / event notice

60

49.

W E B B A N N E R

61.

This design utilized simple and subtle animation to

draw the eye to the banner advertisement without

being overly flashy and offensive. The animations

opens up a black screen as a green stroke begins

to “draw on” and a lens flare appears on the left

side of the screen. As the flair moves across the

screen the words “take the steps” appear. The

camera follows the green stroke and the flare trav-

els back left revealing the words “that make a dif-

ference.” The camera continues to follow the stroke

and the flair once more reveals the words “learn

more at.” Then the flare brightens and washes out

the screen. As the flare recedes images of support-

ers playing with children, working and posing with

villagers behind the Stepstones logo. This anima-

tion will be a Flash Media banner and will link view-

ers to the organizations “Get Involved / Donate”

page of their web site.

61

final solutionsfinal solutions

Size: 468 X 60px

Frame Rate: 15fps

Duration: 25 seconds

Font: AbeatbyKai

(same used in logo and web)

62

R E S E A R C H & P H O T O R E F E R E N C E S

65.

IMAGE REFERENCES:

Brister, Mikehttp://stepstonesmissions.org/https://www.facebook.com/profilephp?id=700118961&sk=photos

*Chelseasthoughts.wordpress.comhttp://chelseasthoughts.files.wordpress.com/2011/01/helping-others.jpg

*Cowart, Jeremyhttp://jeremycowart.com/galleries/africa/http://jeremycowart.com/galleries/iphone/*iStock photo.comhttp://www.istockphoto.com/file_thumbview_approve/11719014/2/istockphoto_11719014-health-worker.jpg

http://www.istockphoto.com/file_thumbview_approve/11569690/2/istockphoto_11569690-american-woman-holding-african-girls.jpg

Ryan Richeyhttps://www.facebook.com/ryanrrichey?sk=photoshttp://www.richeycreative.com

RESEARCH PAPER REFERENCES:

Religious ToleranceArticle Title: Religious Practices and Informa-tion, How many North Americans attend reli-gious services (and how many lie about going)http://www.religioustolerance.org/re_rate.htm

Copyright © 1999 to 2007 by Ontario Consul-tants on Religious Tolerance.Latest update: 2007-AUG-10Author: B.A. Robinson

Hoover Institution Stanford UniversityArticle Title: Religious Faith and Charitable Givinghttp://www.hoover.org/publications/policy-review/article/6577Copyright © 2011 by the Board of Trustees of Leland Stanford Junior UniversityOctober 1, 2003policy review » no. 121 » featuresReligious Faith and Charitable Giving Author: Arthur C. Brooks

Brister, M. (2010) Mission. Retrieved from

65

refrences

http://stepstonesmissions.wordpress.com/mission/

Brooks, A. C. (October 1, 2003) Religious faith and charitable giving. Retrieved from http://www.hoover.org/publications/policy-review/article/6577

Hallock, J. (Date Unknown) Colour assign-ment. Retrieved from http://www.joehallock.com/edu/COM498/index.html

Hendricks, K. D. (June 11, 2009) You can’t advertise problems away: ad campaigns of the mainline denominations. Retrieved from http://www.churchmarketingsucks.com/2009/06/you-cant-advertise-problems-

away-ad-campaigns-of-the-mainline-denom-inations/

Merchant, D. (Producer), & Merchant, D. (Di-rector). (September ). Lord, save us from your followers [Motion picture]. United States of American: Lightning Strikes Entertainment, LLC.

Robinson, B. A. (August 10, 2007) Religious practices and information, how many north americans attend religious services? Retrieved from http://www.religioustolerance.org/re_rate.htm

Smith, J. (January 4, 2010). December data on facebook’s us growth by age and gender: beyond 100 million. Retrieved from

http://www.insidefacebook.com/2010/01/04/december-data-on-facebook%E2%80%99s-us-growth-by-age-and-gender-beyond-100-million/

Stevens, T. (2008). Pop goes the church: Should the church engage pop culture. Camby, IN: Power Publishing.

Wong, E., (December 8, 2008). Doritos puts a face on good deeds. Retrieved fromhttp://www.adweek.com/news/adver-tising-branding/doritos-puts-face-good-deeds-97603

* All images used for educational purposes, not intended to be sold or used for profit. 66

references

creative design by

Ryan Richey903.288.6038

richeycreative.com

Ryan [email protected]

Stepstones International Project Book

Documents

Transcript of Stepstones International Project Book