Table of Contents Brand development 5 9 10 11 12
Research SWOT Analysis Competitive Reveiw Static Mood Board Dynamic Mood Board
Style Guide 15 16 17 21 22 23 24
Voice & Tone Narrative Logo Specs Colors Shape & Texture Typography Imagery
Design Application 27 28 29 30 31 32 33 35
Printed Media Guerilla Advertizing & Billboards TV Radio Merchandise Catalog Web Concept Prediction References
Research The Animal Welfare Legacy of Central Pennsylvania is a dedicated non profit organization. For a period of 15 years they have made every effort to help save and find homes for the local domestic animal population. There are 100’s of high kill shelters all over the united states and several thousand dogs are cats are picked up by them or brought to them each year. Everyday 70’000 puppies and kittens are born in this country while only 10’000 people are born. Only ten of the animals will find a permanent home. Every year over 6 million animals are euthanized in shelters for lack of homes. An animal is euthanized every 2 seconds in the US. These statistics are staggering.
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Research cont. That is why the AWLCPA has made it there mission to cut these numbers the best that they can. Each and every person that works for the company cares for every animal that comes into the shelter. There is a team of certified vets in house to help heal any sick animals and once they are better, each and every animal goes into foster care. With the foster families the animals are made sure to be well behaved and loved until they can find a permanent home.
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SWOT AnALYSIS
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Strengths
Weaknesses
*Family friendly *Mass Appeal *Non-Profit *Has a 15 year strong background *Has a clear idea for event hosting
*Has to rely on donors for financial assist *Has a damaged facility due to fire *Not all people are interested in owning pets *Poorly made website *Locally run shelter
Opportunites
Threats
*To gain a significant amount of financial assistance and well as building assistance *To build a media base with a fresh take on animal shelters and how they are run *With the barn raising event, there is the opportunity to build a wider audience
*Other shelters are fully functioning *There are others with a more established background *There are other organizations with a more national following *There are more well known shelters with bigger donations
Competitive Review There are many local as well as national competitors. Which is why it is important for the design to stand out.
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Static Mood Board
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Dynamic Mood Board
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Voice & Tone
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Narrative What better way to bring the community together in the name of an important good cause but to host a barn raising. A barn raising is meant to bring people together and form a since of community. For such an event the feel should be one of excitement, fun, and compassion. AWLCPA needs to reach out to all people of all ages that are either whiling to help build, donate or adopt. Maybe even all three. The design campaign should be one that draws the viewers attention immediately. Using iconic imagery that has a mass appeal is important. People need to be inspired to join in the fun.
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Logo Sketches
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Final Logo versions After many drafts were created and a survey was polled, the final logo version was reached. This version holds a significance for not only the event but also for the organization making it universal.
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Logo clear space The logo x-height is determined by the capital letter a of the logo. There should always be the same amount of space on all sides, with or without the abbreviation for the organization.
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Logo Don’ts
Don’t switch the colors around
Don’t change any of the colors to different colors
Don’t place the logo over a striped back
Don’t skew the perspective
Don’t place over a contrasting color
Don’t place over a busy background
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Colors
Puppy Nose Black
Sky Blue
Grass Green
c:75 m:68 y:67 k:90 r:0 g:0 b:0
c:70 m:15 y:0 k:0 r:39 g:170 b:255
c:83 m:18 y:100 k:5 r:34 g:145 b:69
Barn Red
Puffy cloud white
sunny yellow
c:0 m:99 y:100 k:0 r:255 g:0 b:0
c:0 m:0 y:0 k:0 r:255 g:255 b:255
c:1 m:5 y:55 k:0 r:254 g:232 b:139
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Shapes & Textures Cat & dog Silhouettes
The cat and dog silhouettes are meant to be placed among the advertising in many ways, they can also be changed to any of the six chosen colors. Construction paper
The paper texture and cutout look give the design elements a since of familiarity and fun.
Rolling Hills
The rolling hills are an iconic image meant to evoke a sense of movement.
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Typography Nexa Rust slab Head A b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
Nexa rust sans Sub Head a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
Nexa Bold Body Copy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Po Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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Imagery Any of the imagery used for the campaign should be of happy and healty pets. Not just animals, but they should look as though they are living hapily with their family’s. If people are to be in the photo, they should be clearly happy as well.
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Printed Media
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Guerilla Marketing & Billboard The guerilla marketing tactic is set up so that the two main mascots are the first thing that a person sees as they walk by. It is meant to inspire people to take a “selfie� with either Rusty or Smoky and then post the photo on various social media which helps to broaden the awarness of AWLCPA as an organization.
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TV Spot Commercial Script Hey everybody, come on down to the good ole fashioned animal welfare league barn raising on august 2nd. We’re gunna be building from dawn; till dusk. Bring the family for some fun, food, and furry friends. You can meet our pal rusty the dog, He’s gunna help us build too. You may also see him around in the neighborhoods and on the streets, if you do take a selfie with him. For more details go to awlcpa.org
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Radio spot Radio Script Hey there, my name is rusty the dog, the Animal Welfare League mascot.Why don’t you come on down to the Big AWLCPA barn raisin’. We need help to rebuild our main facility so we can keep helping the local cats and dogs get well and find new homes. Just go to AWLCPA.org for more details. Oh and If you see me around town, take a selfie with me, post it on Facebook, instagram or twitter with the #raisethebarn.
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Merch. Catalog
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Web concept As the user scrolls down on their mouse, the page will go horizontal as opposed to vertical. Each “page� is sectioned just by the title and text blocks, The hills in the back ground change up and down to simulate rolling. Also as the page scrolls to the side the background sky goes to night time to indicate the event lasting from dawn to dusk.
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Predictions The future of the Animal Welfare League of Central Pennsylvania design campaign is clear. A re-branding of the organization would help to boost interest. With elements such as a newer more modern website which is shown previously in this book, social media applications such as facebook and instagram, and a mobile application, the ALWCPA will experience more attention then ever before. The future is bright for this organization given the necessary improvements.
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References www.hobbyfarms.com/images.hobby-farm-home-barn/ build-barn 400.jpg www.fontsquirrel.com http://www.doodlerescuecollective.com/group/ doodlesinurgentneed/forum/topics/high-kill-shelters-towatch http://www.humaneinpa.org/countyshelters.html https://www.aspca.org/about-us/faq/pet-statistics http://www.freeimages.com/photo/1428933
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http://www.freeimages.com/photo/1421011 http://www.freeimages.com/photo/1378530 https://www.aspca.org http://www.pspca.org http://www.thelehighcountyhumanesociety.org http://www.wpahumane.org
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