COLLAB:
Sarasota Police Department Re-Branding the community outreach
Anna Jones | Process Book January-May 2014
COLLAB: SPD
Codes and Keys Process book recording Anna Jones. In collaboration with: Lissy Kerr Carly Lohr Christian Lowell Tebello Retro Genesis Silva Gab Thompson Nazanin Varasteh Professor: Bernard Canniffe
SPD = Sarasota Police Department w1 = week one = class took place on campus = class took place at SPD = my reflection on my notes/process
WEEK 1 JAN 14-20
Syllabus
Release/Confidentiality form
WEEK 2
Packet of old/new photos provided for us by SPD.
JAN 21-27
Research on the hierarchy of officers. This is directly from their website. The structure of the website reflects the heirarchy of the officers Green refers to week 4
WEEK 3 JAN 28-FEB 3
The three key players: - SPD - Community - RCAD Collab + Needs, Wants, Desires, Expectation Symbiosis, Collective - Responsibility - Govern. - Respect Don’t promise anything that you cannot deliver Don’t promise anything to change a behavior that we cannot support What did you hear last week? Compassion Patriotism Dedication Department as family Trust Communication People The Other Side of the Law Boundaries Pride Commitment Tradition Rank Authority Authentic Values Uncertainty History/Legacy Humble Perception
Christian 941 330 7332 Lissy 301 910 3349 Gaby 913 548 5889 Anna 941 993 0076 Jeff 954 298 4401 Geny 941 724 7569 Bern 912 865 1475 Tebe 941 780 8089 Carly 239 443 9192 Nazee 408 981 3701 Linda’s 941 780 2630
Approachable/ comfort WEBSITE What did you see? WHITE Steril Kubrick Nervous Glass Dog Surveillance Batmobile Drugs Badges Guns Shields Bikes Flags Plaques of recognition Anime Angle, don’t mess with us
From this point on, I incorporated this “what did you hear/see” exercise into my notes.
WEEK 4 FEB 4-FEB 10
We attended a presentation by Genevieve Judge, who is the person responsible for media including the website and selected social media platforms: facebook, instagram, twitter, and youtube.
WEEK 5 FEB 11-17
Officer Dinero’s visuals for her presentaiton on criminals.
Image research for the website. Mapping which image is on each page, which resulted in seeing a lot of repitition. This also hapened with content.
IMAGES HOME PAGE
news
Intersection Safety Program
Foot Patrol broken link
Marine Patrol
Honor Guard
broken link
broken link
SPD Supervisor Vehicle
SWAT
broken link
My portion of the sitemap (helping out a teammate)
Navigation
broken link
Information
News
Contact Us
Bomb Squad broken link
Contact Us
Amber Alerts
Biased Based Profiling Policy
Careers
Citizen Volunteer Program
Community
FAQ
How to Hire an Officer
Palm Ave Garage
Project Lifesaver
Prostitution
Red Light Cameras
Genvive Contact
Articles
Vehicle Seizure Program Events Calendar
Groups: Course Blog Christian Genesis
Notes taken during Linda’s presentation on criminals and how they function.
Website Analytics Gaby Lissy Anna Nazee Carly Christian Research/Demographics Gaby Lissy Nazee Carly Christian Geny Tebello
Bern’s notes on our presentation ^
WEEK 6
12. Easy criminal/arrest checks. For employers and those looking to hire locals (such as babysitters) to easily conduct a simple history of individuals.
FEB 18-24
13. Weekly/Bi-weekly/Monthly meetings between the SPD and all the community leaders. They can talk about happening in the communities, concerns, and plan events and such.
14. Booth re-design: powerful and big to have more of a presence and be more approachable. Incorporate the A handout that I made for our presentation on our groups initial brainstorming ideas. INITIAL BRAINSTORMING FEBRUARY 18, 2014
1. Cop of the Month on the website. Each month feature a different cop and learn why they joined the force, things they do outside of the department, etc.
2. Related: behind-the-scenes facts, photos, and tips. Could be categories of posts on social media.
Partner with news stations/newspaper to feature these as well, and drive traffic to social media and website.
3. Going into high schools and giving presentations. Talk to students about safety, and tips and tools,
what to do in certain situations/give demos on tasers and what the SPD does. Make personal connections with students.
citizens event.
15. Connect to VisitSarasota or other tourist websites 16. Door to door introductions 17. Cop introduction and welcome (Website section as well as a monthly/quarterly event in the community where new members of SPD can chat with people in the community)
18. A day in the life of a Cop 19. Poetry night with cop stories: event gathering of people and SPD to tell stories that have affected their lives 20. History of lives, uniforms, badges, medals, cars (Website section) 21. A retrospective car show with police cars/uniforms and over the years 22. Dog show and demo, can feature dog training for community and their dogs or a demo of whether or not their dog would be suitable for learnin police dog skills
4. A filtering system for the news articles on the website. It will allow you to search for stories by year,
23. A website that is responsive/mobile website that has a function to make it easy for people to submit a report
5. Find a way for offices and store owners in the city to know one another. Lots of mom and pop shops
24. Volunteer with a cop: beach clean-up, Habitat for Humanity, Run for the Turtles, ect. This could be a monthly
6. Train like a cop. Have a wee kend camp and learn skills and tactics that cops had to learn to become a
25. Host events: 5Ks, bike races, bridge runs, beach runs where SPD hosts it and families participate. This encour-
7. Sports tournaments with cops and the community. Simple sports such as baseball, kickball, etc
26. Coffee with a cop extension: invite a local coffee shop to expand their business and set up shop in/close to the
month, day, people, etc.
and its important for them to have a relationship with one another. cop.
would allow for cops to team up with members of the community (could use the little field in front of the skate park).
8. Ringling + SPD + community: use the blank empty walls and create murals in collaboration with Ringling students. This could be an annual event so that the walls would always be changing.
9. Have neighborhood patrollers— citizens want 1) more officer presence, and 2) a personal connection with their local officer.
10. A community/SPD movie night. Play a movie in the park or downtown, or somewhere that everyone can gather.
11. Virtual map of Sarasota. Locals can find their neighborhood and search recent incidents and crime
statistics. Could prove useful for those looking to move somewhere new and individuals concerned about their neighborhood. Could also include tips/suggestions per neighborhood. (app potential)
and receive a case number that can then be looked up. event.
ages a healthy lifestyle while also seeing the support from the SPD.
police department so that there is a mix of cops and civilians in one place throughout the day.
27. Promotion is required; a well known individual living in Sarasota could post a link of a ‘touching’ story to their page that leads them to the SPD website.
28. Because many are interested in arrest information, which can also be found in the newspaper, the link to the SPD website should be added on this section.
29. Emotion is a good way to connect with the community, sympathy could be gained by sharing personal stories; a possible short movie about the police.
30. Or even a humorous approach where the police makes fun of themselves on social networks such as Vine, twitter, YouTube or instagram.
31. If they do not have one, a magazine about their daily lives and police experiences to share with the community; stories by residents can also be added. (could translate to a newsletter)
RINGLING | SPD
32. An interactive stand for the Sarasota Police department during the farmers market. Here, the public has the potential digitally and socially interact with the police force through both social media and face to face contact.
33. A “Press for action” type campaign where the police force role plays with an actor to create a real-life scene
This was the main bulk of our presentation as well as Gaby, Christian, and Lissy talking about their experiences with approaching people downtown about their opinion on SPD.
in the middle of sarasota. This would end with an announcement from the police force that this was, indeed, played-out but also could be a means by which the public should learn how to act in these circumstances.
34. Along with the website, develope an easy to use app for iPhone/iPad that has games. These
games would be designed to teach kids and adults about safety, what SPD can do for you, and how to report/ask for help.
35. Host a BIG event to promote their rebranding when they finish so everyone in the community can learn about it. Give them the option to try out the new site/app on a laptop, iPad, etc.
RINGLING | SPD
above: Bern’s notes as we were discussing our ideas. My notes as we were discussing our ideas.
Notes taken on a lecture that we sat into on the overview of hte bombsquad
Due to the unfortunate mishap of the occurance of a migrain, I missed this meeting. We are meeting Monday during lunch, in which I hope to set up time to catch up with my team(s).
We broke ourselves into teams: visual identity, website, and social/community initiatives. I am a designer for both visual identity and the website.
MONDAY FEB 24 At our lunch meeting, Christian shared a word doc with us on our TeamWork site (project management size set up by NaZee). This document contains a word bank to get us started and to contribute to. Justice Passion Pay Call Appeal Urge Hunger Desire Accord Esteem Honor Regard Reverence Thirst Serve Assist Aid Protect Guard Shelter Safeguard Haven Long Time-consuming Extensive Control Regulator Rheostat Human Social Mortal Being Normal
Ordinary Common Customary Hero Idol Lead Protagonist Antagonist Abusive Obnoxious Cruel Late Night-time Evening Twilight Job Work Occupation Trade People Communities Folks Population Neighborhood Districts Friendly Welcoming Approachable Outgoing Responsive Open Exposed
Hard Firm Solid Stiff Rigid
Along with this, Gaby briefed on how she thinks we should proceed with the Visual Identity and surprise, surprise, our frist step is brainstorm words related to SPD, the community, how they’re percieved, how they look, anything...
She also outlined what our next steps should be. Main focus for tomorrow is to generate a lot of words and eliminate nothing. I plan on generating new words as well as pulling from my notes of the “what do I hear/see� sections of my notes.
Compassion Patriotism Dedication Department as family Trust Communication
People The Other Side of the Law Boundaries Pride Commitment Tradition
Rank Authority Authentic Values Uncertainty History/Legacy
Humble Perception Approachable/ comfort WEBSITE What did you see? WHITE Steril Kubrick Nervous Glass Dog Surveillance Batmobile Drugs Badges Guns Shields Bikes Flags Plaques of recognition responsibility respect social emotion contribution story honesty timing trust citizens professionalism passion hands conflict disatisfaction one woman show this and that choice politics tustworthy filtered network bombs aagencies reaching out explosions threats suits robot commitment cans of nails blind shot
take the shot collaboration asking for help inter-agency dependence seek simple deconstruct transparency highly trained caring flash mob fun triangles vehicle lights flashing perimeters reachable opportunity tickets mourning neighborhood zones leaders outreach progressive loaded fast smooth muscle memory negatives positives crime mapping downtown bad guys good guys glass assist moment outcry stereotypes tags blink of an eye support news instantaneous your own good shock
In addition, I spoke with Geny, the Website leader and we decided to focus our initial sketches on functionality and heirarchy of information. In a meeting on Thursday, Feb 20, we decided to split ourselves into teams:
Nazee started the TeamWork website so that we could have evrything all in one place becaue the google doc wasn’t working out too well. We started a notebook with all of our brainstorming workds. I added the list of words on the previous page and my classmates added the following:
Justice Passion Pay Call Appeal Urge Hunger Desire Accord Esteem Honor Regard Reverence Thirst Serve Assist Aid Protect Guard Shelter Safeguard Haven Long Time-consuming Extensive Control Regulator Rheostat Human Social Mortal Being Normal Ordinary Common Customary Hero Idol Lead Protagonist Antagonist Abusive Obnoxious Cruel Late Night-time Evening Twilight Job
Work Occupation Trade People Communities Folks Population Neighborhood Districts Friendly Welcoming Approachable Outgoing Responsive Open Exposed Hard Firm Solid Stiff Rigid the force greater good badge other side human invincible super hero navy reliable silent watch silent force protection father mother brother sister love family passion change help save sweat blood tears fight mistakes
Preview of our teamwork page:
challenges devoation dedication drugs dogs bikes handsome pigs original gangsters warrior judgement do-gooder service scared heart people innocents law property civil disorder authority corruption public service brotherhood disturbances secret service respectable noble honorable duty collaboration educate connect personal connection establish positive good-hearted protect rational safe comfortable
We have notebooks where we keep all of our words and brainstorming. This also includes any meetings that happen or are scheduled to happen. We all contribute and Nazee works to keep everything up to date.
WEEK 7 FEB 25-March 3
This week we met at Roskamp on campus. We reflected on last week and created word lists so that we can get the language process going that will eventually concept and inform our designing process. We started the class by going through our words list. we wrote the ones on the board that struck us the most. From there, we asked other team members to chose their favorites.
Our words after the elimination round: compassion dedication dedicated trust communication local brave commitment to the people leadership values opportunity humble perception transparency shield protect passion reaching out outreach collaboration caring progressive challenging the stereotypes layers provide aid resources safety reliable benevolant challenging: expectations, stereotypes, problems, norms, crimes service minded heart noble honorable educate connect duty personal connection inform safety establish new norms, connections, traditions for the people justice human approachable safeguard neighborhood responsive open exposed reposition
We then printed these words out and combined them to see what concepts could form:
Bern’s e-mail after our class:
WEEK 8 March 4-March 11
This week also includes spring break.
I was unfortunately sick for this class. Bernard sent out this email the day before asking us to research Megan Deal, who is a social designer and was willing to skype with us to help our ideation and concept strength.
Regarding the website:
I was informed by classmates that we are going to brand the SPD Community Outreach instead of rebranding them as whole. The name and comcept for this is: You + Blue or Blue + You. I met with Gaby the next day to catch-up:
We also decided to use Squarespace as our Content Management System for the SPD website. I have experience with it and am going to take a big part in putting everything in place. Genyhas been organizing and trimming down the content of the SPD website
Bern’s email:
SPRING BREAK MARCH 10 - 15
WEEK 9 March 18-March 24
VISUAL WORDS
march 16
These words were also posted on the Team Work site.
link shield (protective) hands frame (transparency) crowd layers open doors seeing eye to eye safe and sound evelope bring together unity connect link safe and sound integral integrate breaking barriers open open channels modern juxtaposition positive grow
We each worked on logos during class:
YOU +
+ COLOR
march 16
Y O U
YOU
BLUE + BLUE
BLUE
+
BLUE
YOU
YOU + BLUE
YOU
BLUE
BLUE
BLUE BLUE
YOU
YOU
YOU
YOU
BLUE + YOU BLUE
YOU
BLUE
YOU
BLUE
YOU
BLUE YOU
BLUE PLUS YOU SERVES
serves blue you
BLUE YOU +
plays
blue serves you
&+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+ &+
From here, we collaborated and combiled out logos into a presentation for Linda next class:
serves
BLUE
YOU
BLUE
YOU
BLUE
plays
CONCEPT 1
YOU
CONCEPT 2
CONCEPT 3
CONCEPT 4
During this presentation, we also showed our progress on the website:
above the fold:
above the fold:
below the fold:
below the fold:
WEEK 10 March 25-March 31
Linda was drawn to these logos:
Concept 1 because of the introduction of the hand drawn element, but not sure of the colors
Concept 3 because of the clarity and use of space and language.
Concept 4 because of the hand drawn element and lock-up in the bottom right.
Gaby and I went to the police station the following Thursday to ask officers who were just getting off of their shifts. We had little luck with those becuase they were tired and just wanted to get home. We asked the officer at the front desk what he thought and he was most drawn to Concept 1. RINGLING + SPD
PROBLEM: The community lacks a connection to the police, and can easily lose sight that the police serves them; they are with the people, not against them. It is easy to fall into an “us vs them� mindset. Citizens wish they had more personal interactions with officers.
SOLUTION: Create initiatives, programs and events that allow the Sarasota community to interact with their police force. This creates positive environments for trust and familiarity to form.
Rebranding the way SPD connects to the people. Rebranding your outreach. Saturday, March 29, 2014
We also got news over the weekend that we will have 15 minutes to present to the Chief at 1:30 on Monday, March 31. -------
We presented to the chief and she was extremely enthusiastic about all of our ideas!
Carly was tasked with finding t-shirts to implement the Blue + You as well as Christian’s t-shirt designs saying “Proudly with Po Po”.
WEEK 11 April 1-April 7
Although class was canceled, we all met up and discussed t-shirts, logo colors, and the website.
WEEK 12 April 8-April 14
In class, we discussed the t-shirts and reflected on what the chief had talked about. She was extremely positive and enthusiastic about our approaches. We plan a date for a test run with the projector at SPD for the movie night. We showed Linda the progress on the website.
WEEK 13 April 15-April 21
Geny and I have been working on the website. Entering information and figuring out how to code the drop-down menus. I got called onto on-sight interviews in Chicago for this week. While I was in Chicago, there was a mix up with the logo on the shirt being YOU + BLUE or BLUE + YOU, which is what the Chief wanted. The t-shirt screens had to be re-made at a fee so that it was correct.
SOCIAL MEDIA IMAGES BY GABY
Sarasota Police Department presents:
an SPD communit y initiative WHAT:
BLUE + YOU is a Sarasota Police Department initiative that honors and connects with the local community. This weekend’s free movie event is but one of many dynamic initiatives that SPD will be launching that embrace BLUE + YOU!
WHEN:
BRAND LAUNCH / MOVIE NIGHT Saturday, April 26th 7:30pm @ SPD Station 2099 Adams Ln
DESPICABLE ME 2 Bring blankets + chairs!
WEEK 14 April 22-April 28 From here on out, Geny and I work on the website. This includes continuous meetings with Adam, the IT guy at SPD.
After a phone call and an email with Adam and bring to light problems that need to be fixed before the website goes live.
Also, Tibby and Gaby start to work on the community outreach book that we will hang over to SPD. This book has grown to contain our profiles, group process, brand strategy, and a little bit about the team.
WEBSITE SCREENSHOTS
Old and new news pages:
PRESS RELEASE FRIDAY, APRIL 25
coding example for the drop-down action.
MOVIE NIGHT SATURDAY, APRIL 26
The new images for the page headings are treated with the blue gradient to reflect the BLUE + YOU social media images.
After a bit of a snag with the projector, everything is fixed and well on it’s way. No major problems and 150 person turn out! They were mostly families!
Visual Identity: After several rounds of logos, ideas, and iterations, we decided on the current logo for BLUE + YOU. We consulted with the Chief, Officer DeNiro, and other police officers. With their collaboration we chose the logo that we decided to pursue. With color explorations and changes, we were then able to apply it social media images, posters, and the website. The color blue reflects the color of the building and the police force. Website: We analyzed the website through site maps and wire frames. The site map is a device that maps every single page and what content is on that page. Once this is broken down, we show how the pages are connect via lines. Once the logo and brand was established, the website team was able to apply the look and feel to all of the pages. In addition to organizes already existing content from the previous website, we re-vamped the News page, added a photo gallery page and added a BLUE + YOU page.
Jeff’s Video: vimeo.com/93220046 Blog: collabspd.tumblr.com website: sarasotapd.org
THANK YOU.