sweat equity education project book

Project Book

2.0Creative Development

Table of Contents

Company Profile 5

Creative Brief 6 Unique Selling Point 7 Target audience 8

1.0 Research

Competitive Survey 11 Design Research 12 Mood Boards 13 Logo Development 14

Advertisements 37 Digital Media 40Motion Graphic 42 Promotional Items 44 Image References 46 References 51

Author and Designer 53

4.0Final Designs

3.0Style Guide

Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27 Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35

Research

1.0

Company Profile

Creative Brief Unique Selling Point Target audience

5

678

Company ProfileSweat Equity Education (SEE) is an

innovative nonprofit organization. Its mission

is to be a pioneer in the education revolution by providing a working student relevant education model. This model promotes 21st Century readiness by providing students with transferable skills that can be used throughout their academic career as well as their future lives.

SEEs mission is on trend with what the USs nation leaders are discussing but it has not gained any recognition for its program. This is because the organization is in its formative

stages and lacks a solid cohesive brand and loyal participants. In order for SEE to be a

successful education example it must position itself as a valued part of the community by conveying a brand that people respect and trust.

The proposed re-branding campaign will aim to solve these problems. It will generate brand loyalty by updating all of SEEs media outlets. The campaign will focus on the benefits of being involved in the organization.

SEEs new brand will place the consumer at the center of the organizations success,

making them a valued facilitator in the education revolution.

5

678

Creative BriefSweat Equity Enterprises, also known as

SEE is a nonprofit organization that combines

a design based education program with mentoring at-risk high school students.

The objective of this project is to rejuvenate the organization's brand in order to increase

revenue and consumer interest. The creative materials will create a cohesive sold brand identity that will elevate SEE to the forefront of its targeted consumers mind as well as evoke a positive impression of the brand.

This will also ensure that the organization is

properly represented and its core values are

threaded through all creative materials. These materials will reflect the brands

appearance guidelines through using the same core color scheme and carefully selected typefaces.

The final deliverables are to be delivered

within a year from start date of project and will be in the form of: logo rejuvenation,

website, print & billboard ads ,company

apparel, motion graphic for web,and

take home informational pack. The final

deliverables will coincide with the launch of company expansion in other cities.

Unique Selling Point

Non-profits rely on individual involvement and sponsorship

and when deciding to give: people act with their heart not their head(Ruby & Andersen, 2008). In order for SEE to successfully

expand it must provide people with a reason to care about its cause and position itself as a vital part of society. SEE''s key tenets will

help to guide the right way to communicate what SEE is about to its community, helping to build a better connection with its target

audience.

Sweat Equity Education Style Guide 7

SEEs program is unique because it provides a real world education experience. Students are immersed in a professional design studio where they are taught intensive design,

technology and entrepreneurship training. SEE realizes that a

successful education model relies on good student/teacher relationship therefore, classes have a student-adult

ratio of 3:1 and are taught by SEE trained educators, college students,

and professional design volunteers. Students gain professional, social

and academic skills that can be transferred to every aspect of their lives (Sweat Equity Education, n.d). In

partnership with a company sponsor,

SEEs participants take original graphic, product, or apparel designs

from concept to prototype. SEE believes that this connection of youth and industry will create an education revolution that invests in the limitless potential of at risk youth, making

them 21st century ready, while also

stimulating education reform.

Key TenetsEducate Innovate Inspire

Unique Selling Point

8 Sweat Equity Education Style Guide

The target audience consist of at risk high school students grade 9-12, Parents with an income

under 20,000 a year with teens in high school, Educators who work at low income schools,

Men and women who are college educated working professionals ages 20 and up looking for a way to make a difference, Art advocates, Innovative corporations wanting to connect with

younger audiences, Volunteers ages 20 and up wanting to mentor youths, Philanthropist

wanting to work with at-risk youths, Community leaders within low income areas.

Target Audience

2.0

Creative DevelopmentCompetitive Survey Design Research Mood Boards Logo Development

11121314


Competitive SurveyThe education sector is a fast growing industry. Because of the low quality education found in the US many new companies are arising, pushing forward a mix of basic education with the

advancement of technology to better connect with today's youth. A few basic facts about this

industry are, the programs offer youths a chance to work with art professionals to bring to life

their own design ideas. They also rely on collaborations with professionals, the community and

sometimes corporate sponsors. They believe that setting kids up with mentors while working on creative projects not only builds a better future for the youth but sheds a positive light on the design world. There is no cost for students to participated in many of the programs.

11121314


Swot Analysis

Design Research

StrengthsInnovative educational program

High end sponsors

Strong mission and vision statements

High praises from participants

Founder is well known designer and

philanthropistProgram provides its own high tech lab and

trained teachers

OpportunitiesEducation advocates need help calling

attention to education reformEducators and youth mentors need an

example of how to help at-risk youthShortage of free educational after school

programsCompanies need to know how to connect

with their younger marketArt advocated need an example of a

successful art education modelCompany plans to expand

WeaknessesBrand appearance does not correspond with

brand mission, purpose, or values

Location and recognition only in the N.Y.

areaVery young non-profit organization

Low media presence

No mentoring kit for organization

Low media presence

No media promoting the current expansion

of the program

ThreatsOlder non-profit art organizations

Down turned economy causing people to

focus more on themselvesPoor participation rate of at-risk youths

Art programs being seen as unnecessary

Loss of corporate sponsorship

Constant change of technology and software


Mood Boards

Original logos


Logo Development

Finial logo


Style Guide

3.0 Brand Voice & Tone

Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27

Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35


The style and tone of our communications should reflect our brand personality

and vision. SEE serves as an educator and facilitator of the arts, therefore all

communication should have a formal, down

to earth, humanistic, passionate tone. It

should be approachable, engaging, clear

and conversational. SEE communicates with many audiences, each with its own

expectations. Remember to tailor messages for each audience, using language that is

appropriate, relevant, believable and useful,

while avoiding acronyms and slang words. When communicating with SEE's audience

always use the companies key tenets; educate,

innovate, and inspire to help guide your voice

and tone. Here are a few examples of phrases

using our voice and tone.

"Be a part of a program that is an inspiration for tomorrows future."

"We are passionate about educating today's youth."

"Your donations help to get troubled teens off the street and into the classrooms where they not only get an education but become community leaders."

One-third of students drop out of high school, and another third arent college-ready when they graduate.

Brand Voice & Tone

Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27

Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35

Image Standards


A good photograph can tell a story faster than two paragraphs of great copy. Therefore it is important that you choose dynamic crisp photography that is at least 300 dpi. Since SEE speaks to a diverse audience our imagery must depict this in order to connect with them. Our imagery should show our target audience as they would appear in their own environments and how they would interact with SEE. Whenever we communicate, we want to tell people what

we do and how we do itthink of our key tenets and try to depict them in photos. Below are samples of the type of imagery used for our brand.

Color Palette


RGB 3 65 93CMYK 99 71 42 30DS 202-2C

RGB 116 206 235 CMYK 50 0 5 0DS 239-6C

RGB 209 224 229CMYK 17 5 7 0DS 248-9C

RGB 243 207 7CMYK 6 15 100 0DS56-4C

RGB 212 106 39CMYK 5 69 100 0DS 46-1C

RGB 241 237 234CMYK 4 5 5 0DS 67-9C

RGB 0 0 0CMYK 30 24 24 0DS Process Black C

RGB 54 131 66CMYK 80 26 97 11 DS 289-1C

RGB 169 31 35CMYK 23 100 99 16DS 81-1C

RGB 180 180 180CMYK 30 24 24 0DS 69-8C

Textures


Below are approved textures for the brand. Textures should relate to brand color palette and should be used as accents or to add depth to a page.

Dark red paint texture color should not be altered

Rough fabric texture can be changed to match any of the colors in the company color palette

Rough canvas texture can be changed to match any of the colors in the company color palette

Rough canvas texture can be changed to match any of the colors in the company color palette


Body TextGeorgiaGeorgia ItalicGeorgia BoldGeorgia Bold Italic

Body TextBodoni SvtyTwo ITC TT BookBodoni SvtyTwo ITC TT BookltaBodoni SvtyTwo ITC TT Bold

HeadingsFutura Condensed MediumFutura Condensed EtraBoldFutura MediumFutura Medium Italic

SubheadsOptimaOptima ItalicOptima BoldOptima Bold ItallicOptima ExtraBlack

The following typeface have been specifically chosen for this brand and should be used for the

following.

Typefaces


Logotype

Tagline

Graphical mark

Logo IdentitySEE's logo consists of two elements, a

multi color graphical mark and the logotype set in the typeface Futura medium. In some instances the logo will appear with its tagline set in Bodoni SvtyTwo ITC TT Book. The graphical mark, logotype, or tagline should

never be used alone. The graphical mark is made up of seven

color swatches which are representative of a painters pallet. The color swatches symbolize

the creative aspect of SEE's education

program. The typeface Futura, chosen for its

crisp geometric shapes and its no nonsense appearance, represents the strong scholastic

curriculum of the SEE programSEE's logo is the most visible and important

asset of the organization. In order to preserve

its value, it is crucial to use the SEE logo

correctly and consistently. This is to ensure the visual impact and overall integrity of the logo is not compromised. The following guidelines will help to ensure that all standards are met.


Logotype

Logo Variations In order to increase the usability of the

company logo, it is set up in 4 approved

variations, horizontal, stacked and

abbreviated format. This is to allow for ease of usage in horizontal and vertical

arrangements. In certain instances, such as

promo items where the full name is too large to fit, the logo mark will appear with the

abbreviated form of the company name, SEE,

set in Futura medium. It is not necessary to use the tagline when using the abbreviated version of the logo.

A minimum clear space equal to the height of the upper case "E"" within the logotype must be maintained at all times around all variations of the logo. No graphic elements or typography should impede this minimum clear space. Whenever possible, keep a larger clear area.


Clear Space


Four approved color variations of the SEE logo have been created to provide maximum usability across a variety of applications. These variations can be used for all approved versions of the logo shown on page 19 of this guide. The full color logo is the most desirable version for most applications. Gray scale and the solid black version should only be used for black-and-white ads or when budget constraints are an issue. The white logo should be used only on dark backgrounds or when the background is the same color as the logo. Printing capability, background colors, textures and patterns will determine which logo you should use.

Color Variations


Logo Color Palette

RGB 3 65 93CMYK 99 71 42 30PMS DS 202-2C

CMYK 50 0 5 0RGB 116 206 235PMS DS 239-6C

RGB 209 224 229CMYK 17 5 7 0PMS DS 248-9C

CMYK 23 100 99 16RGB 169 31 35PMS DS 81-1C

CMK 80 26 97 11RGB 54 131 66PMS DS 289-1C

RGB 243 207 7CMYK 6 15 100 0PMS DS56-4C

CMYK 5 69 100 0RGB 212 106 39PMS DS 46-1C


Logo Typeface

Futura medium: used for logotype

Bodoni SvtyTwo ITC TT Book: used for tagline


Logo ViolationsIt is not possible to account for all the ways

the company logo can be misused. Because of this it is important to follow the guidelines in this style guide and only use the approved logo variation shown in this book and given with the accompanying CD. To maintain the integrity of the company logo it should never be altered in anyway for any reason. To allow for maximum visibility the logo should never appear smaller than 2 inch wide.

Do not alter the logo mark or logotype,

enlarge or rearrange one element, use a

different color or font or re-create it in any way. Reference the logo standards and approved logo versions section of this style guide for the approved logo usage.


Stationary


Print AdsSEE's print ad's are an important part of the

way the organization connects with its target

audience. It is important that they convey the essence of the company as well as have an appearance that will grab the audience attention. Although we allow for some creative freedom when creating our ads there are some basic standards we would like you to adhere to.

Always make sure that you use the voice and tone discussed earlier in this guide. Always use colors from the corporate color pallet. Make sure that the company logo along with

tagline and web address is clear and present on all ads with appropriate clear space. Ads should be at least letter size and should have

0p9 bleed on all sides. Any photography should be at least 300dpi and adhere to the photography standards. Headlines should

appear in either Futura or Optima. Body copy that is 12pts and less should appear in Georgia above this size use Optima. To allow

for easy readability never use body copy that is less than 9pts. The Following are approved templates for ads and an example ad.

Sample Print Ad Templates

Text larger than 12pts or headline in Optima or Futura.

Minimum size Letter

with 0p9 bleed

Photo at least 300 dpi

All ads must have atagline

Must have web address

Logo must be present


Sample Ad


WebsiteThe website works as the main hub of information about SEE. It is where SEE's target audience

will connect with the program and find out valuable information on the company. Therefore it

is important that the pages reflect the same brand image as the rest of SEE's media. It is also

important that there be consistency within all web pages. The following are the web standards and approved templates for web usage.

Sample Web Templates

Home Page


Inner Pages

Must include web

address at the end

Must include full color

logo


Motion GraphicSEE' is willing to take advantage of every

opportunity available to reach their audience. Motion graphics is another such opportunity to relay SEE's core message. Our motion

graphics can be used as tv spots, internet ads

and will be hosted on our social media sites. Although there are countless subject matters and arrangement for these they should adhere to the following specifics in order to

convey a solidified brand.

Imagery, voice and tone should follow the

guidelines set earlier in this book. Always considers SEE's key tenants when picking a

subject matter for the motion graphic. The logo should always appear in either full color version at the beginning, end, or both of the

graphic. Always use the web address at the end of the graphic. The minimum time for all motion graphics is 30sec.

Logo shown here does not require usual clear space but is visibly clear.


Specialty items such as shirts, hats, key chains, pencils, bags and folders are used to promote

SEE and generate additional profit for the organization. The full color logo is the most

desirable option for these items. For most promotional items a clear space equal to the height of the upper case "E" is the most desirable. There are some cases where this is not possible,

such as key chains, pens, pencils and other small promotional items. In these cases If a

specialty item has space limitations regarding the imprint area, come as close to this amount of

white space as possible or at least make sure that the logo is clearly visible.

Promotional Items

Final Designs

4.0




AdvertisingPrint Ads

sEETo Learn More Visit Us At wwww.sweatequityeducation.org

Powering Minds Through Art and Technology.

SEE is much more than a creative outlet, or business training for youth. SEEs combination of design and entrepreneurship learning (grounded in educational research and proven by evaluators) invests in the creative potential of young people, helping them to discover their own possibilities as income-generators and world class thinkers. The nal outcome is eitherconceptual or a one of a kind hand made piece.

For More Information Visitwww.sweatequityeducation.org




Billboard

Poster


FlyerFront

Back


Digital MediaWebsite


Motion Graphic


Promotional Items


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I have spent most of my life living in small country towns in Georgia, where good morals

values and hard work were a part of everyday life. Think Mayberry only with a little more diversity amongst the town people. I like to credit small town life with aiding in my creativity because when you live in places where going to the one and only Walmart in town is considered the highlight of the day,

you are forced to develop your creativity.I received my BFA in Art from Georgia

Southern University, where I learned to love,

appreciate, and experiment with all art forms.

It is also where I personally experienced how art can be a powerful tool in the learning process. This is one of the reasons I picked the nonprofit organization, Sweat Equity

Education, to focus on for my campaign.

In 2008, on a whim, I packed up my bags

and moved to Florida to discover what life had to offer me in the Sunshine State. Since then I have worked as a photographer and a marketing and design assistant for Kate

McRostie Designworks.My life thus far has been about

experimenting with new ideas and learning new things. I am currently pursuing my Masters degree from Full Sail University in order to expand my knowledge of the design world and help further my career as a designer.

About the Author

sweat equity education project book

Documents

logo variations

logo typefaces

logo identity

creative materials

organizations brand

logo color pallet

logo development

logo violation