Brand Launch Book Fording Blue

a woman’s path to

recovery

Hazel’s hou se brand launch book

full spread graphic

contents

Research environment & company overview 8-9 research paper 10-11 references 12-13 SWOT analysis & action plan 14-15 creative brief & key attributes 16-17 target audience 18-19

Creative design research & mood boards competitive analysis & graphic toolbox logo development & iterations color development web development & iterations motion graphics

full spread graphic

22-23 24-25 26-27 28-29 30-31 32-33

standards brand personality & voice & tone logo standards & logo variations logo colors & clear space logo use & logo misuse color palette & typography textures & imagery business stationery & specifications ad specifications & ad samples web specifications & sample pages

36-37 38-39 40-41 42-43 44-45 46-47 48-49 50-51 52-53

solutions print collateral 56-57 web solutions & web graphics 58-59 sample pages 60-61 broadcast 62-63 promotional 64-65 additional swag 66-67 image credits 68-69

The ramifications of the disease of addiction in women has become increasingly devastating, effecting the lives of women and their families the world over. In the Spring of 2012 Hazel’s House Women’s Extended Recovery Care Facility will open on a beautiful 120-acre landscape just outside Greensboro, NC. The goal of the Woman’s Path to Recovery Campaign is to provide a promotional marketing campaign for the launch of this ground-breaking facility and provide a community awareness initiative for the overwhelming health issue of women in addiction and the need for treatment options for these women worldwide.

the big idea

A woma n’ s path to rec overy c am pai gn

research 1.0

environment addiction in women

The rate of women with substance abuse issues is ever-increasing.

Women present with a unique set of risk factors and needs, which may include specific needs in their roles as mothers. In the past three decades, there has been increased recognition of the role of gender in influencing the course of substance abuse treatment.

During a study conducted in 1996, it was determined that women make up about one-third of the population with alcohol problems and half of those who have problems with other drugs. Research studies have shown that once it has taken hold, the disease progresses more rapidly and aggressively than in men.

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Alcohol and substance abuse in women leads to earlier, more severe liver disease, cardiomyopathy, brain atrophy and increases risk of domestic violence, depression, pregnancy complications and disrupted parenting. To compound the issue, substance-dependent women face tremendous barriers such as lack of childcare, fear of stigma, lack of family or financial support that impede them from entering into treatment programs.

Once having entered a treatment program, significant evidence exists that the outcomes for women are far greater than for men. Studies show that in the presence of the milieu treatment model and the 12-step recovery process, the type of treatment offered by Fellowship Hall Treatment Center, women have overwhelming success in living productive, successful and abstinent lives in recovery.

company overview hazel ’ s house

Currently, Fellowship Hall has treated over 21,000 guests in its residential 28-day treatment program and in the Fall of 2010 construction began for the opening of Hazel’s House women’s extended-care facility just a short walk from the main center and within the original magnificent 120-acre rolling hills land-

Residential 28-day programs have traditionally been considered the foundation of the early recovery period. These programs are based on the disease model of alcoholism and addiction and on the “12-step” or Alcoholics Anonymous philosophy.

12-step treatment assumes that, as a result of a biological and psychological vulnerability, patients have lost control over use of the abused substance. Treatment attempts to bring about the patient’s acceptance of the disease of addiction, of an alcoholic or addict identity, and of abstinence as a treatment goal, as well as involvement in 12-step activities such as attending meetings, getting a sponsor and working the steps.

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research

Fellowship Hall Treatment Center is a mission-driven and value-oriented organization that is known by professionals in the field of addiction as “the grandfather of treatment” in the Southeast. The award-winning facility has been recognized many times for excellence in treatment and has earned the reputation of being a center of teaching excellence providing alcohol and drug addiction training to Duke University Health System’s Psychiatric Residency Program and the University of North Carolina at Chapel Hill.

scape. With the opening of this facility in January 2012, Fellowship Hall and consequently, Hazel’s House, will become the premier treatment center for women in the Southeast.

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research abstract

The Fellowship Hall Treatment Center is a leader in providing substance and alcohol abuse counseling and treatment located on a 120-acre lush environmental landscape in Greensboro, NC. The center is one of the premier facilities for 12-step treatment not only in the Southeastern United States but nationally as well and will soon be expanding its treatment options to include an extended-care facility for women known as Hazel’s House.

Research has shown that women are more likely than men to encounter disapproval from friends and family regarding their participation in substance abuse treatment. Furthermore, after living with a substance

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abuse disorder, many of these women cannot afford to bear the burden of paying for treatment. Due to these factors it has been found that women are less likely than men to seek or initiate treatment. The Woman’s Path to Recovery campaign will address those needs and target audience in order to create a female focused campaign that will provide a promotional marketing campaign for the opening of the Hazel’s House women’s extendedcare facility.

Currently the Fellowship Hall brand is dated, cold and uninspiring in its overall look and feel. Additionally, the facility is devoid of any promotional marketing campaign for Hazel’s House itself. The Woman’s Path to Recovery campaign will address these branding issues with a marketing campaign for the purposes of advertising and promoting the new women’s extended-care facility

“

Women make up about one-third of the population with alcohol problems and half of those who have problems with drugs. targeting the female demographic of women in active addiction and mother’s of those in active addiction. The campaign will stress the key attributes of the center’s environmental location, holistic treatment and cost-effectiveness and will include a new brand identity for all features such as logo, website, colors, fonts, collateral and marketing materials such as ads, posters and other promotional items. conclusion

dicts themselves but on the lives of the families, employers and friends who surround them.

The effects of the disease of addiction are devastating and many times fatal and can have lasting consequences in the addict’s workplace, family life and health. The stigma of such addictions and of seeking treatment for them can be catastrophic due to lack of community awareness of this problem as an actual medical and psychological disease. It is essential to the success and growth of this industry and the patients who’s lives depend upon it for there to be expanded compassion, understanding and acceptance of the nature of this disease. Through the empathetic and humanitarian approach that the Women’s Path to Recovery campaign will take, a promotional marketing campaign and ultimately a community awareness initiative will take place.

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research

The Women’s Path to Recovery marketing campaign is intended to bring the key brand attributes of Hazel’s House extended-care treatment center to the forefront of the brand identity and will serve to launch this new women’s facility.

Additionally this campaign will offer a community awareness initiative of the, many times, “taboo” subject of the disease of addiction and its effects not only on the lives of the ad-

”

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references Alcoholics Anonymous, (1976). Alcoholics Anonymous: The story of how many thousands of men and women have recovered from alcoholism, 3rd Edition, New York; Alcoholics Anonymous World Services, Inc. American Psychiatric Association.

Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition. Washington, DC: the Association, 1994.

Brady, T.M., and Ashley, O.S., EDS, (2005). Women in substance abuse treatment: Results from the Alcohol and Drug Services Study (ADSS)..

(2009). Alcoholism & Drug Abuse Weekly, 21(5), 5-6. Retrieved from EBSCOhost.

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Color Lovers (2011). Retrieved August 9, 2011, from http://www.colorlovers.com/.

Flickr (2011). Retrieved August 11, 2011, from http://www.flickr.com/ Fellowship Hall, (2011).

Color Matters (2011). Retrieved August 9, 2011, from http://www.colormatters.com/.

Fellowship Hall. Retrieved June 12, 2011 from: http://www.fellowshiphall.com.

Dawson, D.A., Grant, B.F., Stinson, F.S. (2005). Recovery from DSM-IV alcohol dependence: United States, 2001-2002. Addiction 100:281-292.

PMID: 15733237.

Gateway, The, (July 2011). Fellowship Hall. Retrieved August 8, 2011, from http://www.fellowshiphall.com.

Felton, G. (2006). Advertising Concept and Copy. New York, NY. W. W. Norton & Company, Inc. Finney, J. W., Noyes, C. A., Coutts, A. I., & Moos, R. H. (1998). Evaluating Substance Abuse Treatment Process Modelsl, 59(4), 371+. Retrieved August 9, 2011, from Questia database: http://www.questia.com/ PM.qst?a=o&d=5001350361.

Green, C. A. (2006). Gender and Use of Substance Abuse Treatment Services. Alcohol Research and Health, 29(1), 55+. Retrieved August 9, 2011, from Questia database: http://www.questia.com/ PM.qst?a=o&d=5037696056.

Greenfield, S.F., Weiss, R.D., Muez, L.R. (1998). The effect of depression on return to drinking. Archives of General Psychiatry 55:259-265.

PMID: 9510220.

Hazelden Treatment Center, (2011).

Hazelden Organization and Naples, Florida Treatment Center. Retrieved July 4, 2011, from: http://www.hazelden.org.

Marsh, J.C., Cao, D., and D’Aunno, T. (2004). Gender differences in substance abuse treatment. Journal of Substance Abuse Treatment 27:289300. PMID: 15610830.

McHugh, R., & Greenfield, S. F. (2010). Psychiatric Symptom Improvement in Women Following Substance Abuse Treatment 24(1), 26-36. Retrieved from EBSCOhost.

Pavillion, (2011). Pavillion Treatment Center. Retrieved July 4, 2011, from: http://www.pavillon.org/.

Talbott Recovery, (2011). Talbott Recovery and Treatment Center.

Retrieved July 4, 2011, from: http:// www.talbottcampus.com/.

research

McCaul, M. E., & Furst, J. (1994).

Alcoholism Treatment in the United States. Alcohol Health and Research World, 18(4), 253+. Retrieved August 9, 2011, from Questia database: http://www.questia.com/ PM.qst?a=o&d=5037715899.

Milligan, K., Niccols, A., Sword, W., Thabane, L., Henderson, J., Smith, A., & Liu, J. (2010). Maternal substance use and treatment programs for women with substance abuse issues and their children. Substance Abuse Treatment, Prevention & Policy, 521-34. doi:10.1186/1747597X-5-21.

Taylor, O. D. (2010). Barriers to Treatment for Women With Substance Use Disorders. Journal of Human Behavior ronment, 20(3), 393-409. doi:10.1080/109113510036733.

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swot analysis One of the key attributes that will be the center of the brand development for this organization is the magnificent, 120-acre environmental location on which Hazel’s House is situated. Additionally, a key tenet of the Hazel’s House brand is their compassionate approach to treatment where not only is the disease of addiction treated, but guests are guided in methods of learning how to take care of themselves physically and nutritionally as well as nurturing their spirit and soul.

strengths

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weaknesses

•• magnificent 120-acre landscape

•• long-term facility only in process

•• cost-effective

•• identity-lack of promotion of key strength

•• only women’s long-term treatment in Southeast

•• cost of new facility extension

•• top-tier staff from NC medical/recovery world

•• 70% sustained recovery rate/30% guest relapse rate

•• “grandfather of treatment” in Southeast

•• high turnover of staff due to burn out/relaps

The strength of this brand is driven by the three tenants of the lush, 120-acre landscape, the exclusivity of the women’s facility and the cost-effectiveness. Additionally, this brand has built a 40-year reputation and top-tier staff accented by its proximity to the medical Mecca that is the Research Triangle of North Carolina.

The key weakness of this brand stems from the current identity itself in its cold, uninspired look and feel that neglects to fully take advantage of its key environmental asset. Additionally, the high percentage of relapse for guests not able to sustain the difficult task of their new life in recovery will be a constant in this industry.

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action plan •• •• •• ••

implementation of a new branding initiative to launch the brand by targeting the women of addiction improve overall brand awareness, positioning, identity to include logo, tagline, website, motion graphics, collateral create a cohesive brand design and identity across all forms of promotional media address positioning and target audience as that of women in active addiction and mothers of those in active addiction

opportunities

threats •• community awareness/acceptance

•• emphasize key strength of environment

•• competitors with stronger endowments

•• addiction ever-growing health problem

•• competitors with more financial support

•• outreach for new, ground-breaking facility

•• national/world economy affecting cost

•• geographical location in medical Mecca

•• recovery needs of staff individuals

Key opportunities for Hazel’s House lie with the intial brand launch which would utilize this key strength and outreach needed to emphasize their key strengths and promote this new long-term facility. Opportunities will always abound in this industry as addiction is an evergrowing and increasing public health risk.

The primary threat facing Hazel’s House is the pervasive view of the disease of addiction as simply a matter of “will power” rather than the physical and mental health issue it is. Competitors such as Hazelden, Talbott and Pavillon are also consistent threats with their sustained endowments.

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•• initial launch of women’s facility

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creative brief overview

Hazel’s House, alcohol & drug treatment facility for women in Greensboro, NC is located on a 120-acre lush landscape along with its parent facility, Fellowship Hall. Both facilities are renowned and accredited for their treatment of alcohol and drug addiction through the 12-step recovery programs of Alcoholics Anonymous and Narcotics Anonymous. culture

&

values

Hazel’s House and Fellowship Hall stand for integrity, honesty, dependability, quality, responsibility, attitude and service. They have built their accredited, 40-year reputation on a welcoming, holistic, non-discriminating treatment.

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unique selling prop

vision

Hazel’s House is the only women’s extended care, addiction treatment center in the Southeast that is located on 120 acres of serene landscape and that treats women who want to start a life of recovery through holistic,12-step methods.

For this marketing campaign to make Hazel’s House the premier, cutting-edge facility for women’s addiction recovery throughout the United States. tagline

A woman’s path to recovery campaign goal

Brand and launch Hazel’s House as well as provide a promotional marketing campaign for their opening and sustainable growth.

visual imagery

Landscape, women, female, feminine, serenity, freedom, hope, compassionate, alive, nature, soothing, respite

target audience

Women age 18-50 in active addiction and mothers of those in active addiction, mid/upper income, some education, single and married mothers, Southeastern United States residents.

positioning

In the minds of consumers, Hazel’s House is known as serene, tranquil and compassionate; called the “gateway to freedom”; known as cost-effective and considered the “grandfather of treatment”.

key tenets

Compassionate care, serene environment, cost-effectiveness.

key competitors

Hazelden, Pavillon, Talbott

key attributes key tenets compassionate care

serene surroundings

cost-effective

health & wellbeing

service to society

features & benefits

research

freedom from addiction

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target audience target ethnographics signs and symptoms of substance abuse

environmental

physical •• changes in appetite/sleep

•• neglecting responsibilities

•• sudden weight loss or gain

•• legal trouble

•• appearance/grooming

•• relationship turmoil

•• tremors, slurred speech •• impaired condition

behavioral

psychological

•• decline in performance •• financial problems

•• personality/attitude change

•• secretive, dishonest

•• mood swings, irritability, anger

•• suspicious behavior

•• lack of motivation/lethargy

•• unexplained need for money

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“ Addiction

is an equal-opportunity attacker and is non-discriminating in terms of age, race, sex, economic status, class, religion, educational background or community.

” research 19

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creative 2.0

Design research When beginning the design research phase, several methods were used to enrich idea development and exploration. The key deliverable during this phase was the conception of several mood boards.

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Mood boards

“ landscape

, holistic treatment, freedom, cost-effective,

serenity, respite, feminine, compassionate care

”

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competitive analysis In the field of recovery, like any other field, it is important to have a unique selling point that differientiates a facility from its competition. The recovery field is very competitive but in terms of top-tier facilities, under which Fellowship Hall falls, there are three main competitors. Currently, Hazel’s House is the only women’s extended-care recovery center in the Southeastern United States that offers its unique selling proposition.

pavillon . org

talbott . org

hazelden . org

Pavillon in Lake Lure is perhaps the strongest competitor for Hazel’s House due to its lush location and landscape. However, it is a dual diagnosis facility that does not offer any extended-care treatment specifically for women. Like Hazel’s House it does offer a friends and family program and has a 35-year history and reputation. The main USP for Hazel’s House, however, is that Pavillon is triple the cost of a stay at Hazel’s House.

Talbott in Atlanta, GA is a new facility that is located in a clinical setting but again with dual diagnosis facility features. They offer limited extended-care programs specifically for women and have a friends and family service as well. While they also have a long history with their sister association they are also double the cost of a stay at Hazel’s House. The biggest drawback, however, is their hospital-type environment and clinical feel.

Hazelden is known as the founder of addiction therapy and at the forefront of current addiction treatment.

However, it is also a dual diagnosis center and only has limited options for extended-care specifically for women. Whille they have multiple locations throughout the United States, there is no location specifically in the Southeast. Additionally while they have unlimited foundational funds, they are also triple the cost of a stay at Hazel’s House.

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graphic toolbox The graphic toolbox was compiled of images, competitive research and logo signature and shows the final direction for the mood and tone of the brand. The information, imagery and design direction contained within this toolbox are to be used as a quick reference for both the designer and the client to reference the mood, tone and overall style of the brand.

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logo Development The Hazel’s House logo development went through over four rounds of sketches of over a hundred initial options and also went through mutiple iterations and explorations before developing into the final signature. Below are some of the early sketches of exploration items that represent a rough idea of some of the original directions of the logo development.

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iterations As is evident by the vast array of options and the wide jump from sketches to iterative options, the logo development was a long process of an extremely wide option pool. The myriad of developments in the matrix below represent just a small portion of the iterations and variety of exploration that was conducted in order to eventually arrive at the final signature.

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color development Color is a highly emotional element and has been known to inspire feelings, moods and tones in the viewer. Therefore, the development of the Hazel’s House color palette was perhaps the key starting point for the entire brand as it was vital to project feelings of freedom, happiness and serenity. The expression of these feelings and moods is key to the brand.

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“ freedom, happiness, serenity, recovery” Ultimately, the palette was based on a series of images primarily of North Carolina landscapes, images of the Hazel’s House grounds, images containing palettes of “serenity blue” and various images of freedom, recovery and serenity.

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final

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Web development The origination of the web development process started with the creation of a detailed site map that was refined as the process grew. In doing this it allows for the designer to visualize the hierarchy and organizational structure before delving into the design process itself. Below is the site map for the hazelshouse.com URL.

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iterations The development process then continued on to the creation of the home page which went through several iterations before developing into the final homepage shown here in the bottom right corner. Again the emphasis was on the key attribute of the 120-acre landscape surrounding Hazel’s House while still maintaining a serene color palette that is warm and inviting and an ease of navigatation.

fifth

ninth

final

creative

first

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motion graphics The story of Hazel’s House is the journey out of the blackness of addiction and into the freedom of recovery. The inspiration for this 30-second commercial came directly from a woman currently in recovery. When asked to describe what the insanity of addiction was like for her she said, “it was like a paradox between voices full of chaos and terror overlapping in her mind and an emptiness like she had never felt before.” In creating this motion graphic that was the imagery the designer set out to create.

initial concept renderings

The concept of this storyboard is to move from the chaos and insanity of active addiction (represented above) and contrast it with the choice to surrender to the serenity, freedom and hope of a life in recovery. It is purposefully targeted at the female audience of women in active addiction. The opening boards are meant to appear in a crescendo effect building to the explosion that then reveals the text boards asking the pertinent questions to draw the viewer in.

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was like a paradox in my mind between chaos and “ itemptiness ” ...

more renderings

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creative

In stark contrast, the next boards slowly fade in to reveal the beautiful landscape that surrounds Hazel’s House and have an easy, slow feel that is peaceful and comforting. The music accompanying this section is Sarah MacLachlan’s “Answer” heard playing low in the background. The images above are of the first iteration of this paradoxical concept. The final version storyboard can be viewed in the Solutions section at the end of this brand launch book.

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full spread graphic

3.0

Standards

full spread graphic

brand personality The brand personality is the very essence of who Hazel’s House is. If the brand were a person, what adjectives would the client use to describe it? The primary personality traits identified below, are the most important and key to the sustained success of Hazel’s House. They should be used as a starting point in writing and designing for the brand.

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co m p a s s i o n

hope

serenity

anonymity

c ar in g

freedom

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voice & tone The Hazel’s House brand should be represented in a compassionate, hopeful and serene manner. It is encouraged to use copy that addresses the feminine target audience, compassionate care and hopeful outcome in order to convey the freedom that is possible through a new life in recovery.

consistent message Consistency is important to the Hazel’s House brand particularly in the way we treat our guests as well as our prime prospects. Our key messages must be consistent in all aspects of communication. Consistent messages are as important to the Hazel’s House brand as our consistent logo, tag line and signature.

key messages

standards

Hazel’s House is an extended-care recovery center for women.

Hazel’s House offers accredited and acclaimed treatment for addiction.

Hazel’s House maintains a 12-step philosophy based in the traditions of Alcoholics Anonymous.

Hazel’s House is committed to cost-effective, compassionate care for everyone entering its doors.

Hazel’s House is a beautiful and serene environment providing holistic recovery for the body, mind and spirit.

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logo standards In a world of visual saturation and over-stimulation, it is important to maintain a consistency with brand standards, particularly as they pertain to the brand logo and deliverables. The Hazel’s House team of designers and marketing engineers have created a brand with vision. The success of that vision within the market place is vital to the integrity of the brand vision. The symbol of that integrity starts with the brand logo.

The Hazel’s House brand is made up of three core elements; the company name, the graphic; and the tag line. These elements were created together and while the logo may be used without the tag line, core elements should not be altered in any way.

Hazel’ s house a woman’s pa torecovery

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logo specifications “Hazel’s” - Arno Pro, Light Display, initial caps

92 pt, 75 tracking “house” - Arno Pro, Light Display, small caps

67 pt, 300 tracking tag line - Fragrance, lowercase

30 pt, 0 tracking

ratio

logo variations In order to keep the Hazel’s House brand consistent within the market place, please only use the following variations within your designs and creative process. The same principles, fonts and ratio relationships from the previous page apply to the variations below.

primary logo

grayscale

Hazel’ s house

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dark back

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standards

secondary logo

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logo colors The Hazel’s House colors have been carefully chosen to represent the landscape, serenity and hope that is the Hazel’s House brand. The color standards below should be followed in all instances and should not be altered or changed in any way or for any variation.

primary logo

Hazel’ s house

PMS 8281 RGB 129/173/168 CMYK 35/0/20/25 #8eaca7 PMS 433 RGB 22/39/50 CMYK 33/3/0/95 #212b34

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secondary logo

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PMS 8281 RGB 129/173/168 CMYK 35/0/20/25 #8eaca7 PMS 433 RGB 22/39/50 CMYK 33/3/0/95 #212b34 PMS white RGB 255/255/255 CMYK 0/0/0/0 #ffffff

clear space A minimum clear, protective space should be respected around the logo at all times in order to ensure hierarchy and legibility of the logo. The clear space takes into consideration all elements within a graphic layout including but not limited to photography, graphic features and text. The following guidelines must be followed for all approved logo use.

z

clear space The predetermined clear space is defined by the x-height which is a measure of the height of its

z

nonascending lowercase letters, such as “z”. This is a minimum clear space area , however, whenever

minimum size The logo should never appear in printed version at a size smaller then 1.5” (w) x 1.25” (h).

a woman’s pa torecovery

z

standards

z

Hazel’ s house

possible, additional white space is preferred.

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logo use These are examples of the correct way the logo signature should be used on a variety of different backgrounds. It is important to maintain optimal contrast between the mark, whether with or without the tag line, and the background for maximum visibility and legibility.

Hazel’ s house

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Hazel’ s house

Hazel’ s house

Hazel’ s house

Hazel’ s house

a woman’s pa torecovery

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logo misuse For visibility, impact and overall integrity, it is important to retain a consistent use of the logo. The logo is fundamental to the communications and should never be compromised. Always reproduce the logo from original artwork. Protect the integrity of the Hazel’s House identity by being aware of the improper logo usage illustrated here.

Hazel’ s house a woman’s pa torecovery improper contrast

Hazel’ s house a woman’s pa torecovery drop shadow

Hazel’ s house a woman’s pa torecovery busy background

a woman’s pa torecovery change of graphic

a woman’s pa torecovery signature distortion

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standards

Hazel’ s Hazel’ s Hazel’ s house house house

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improper colors

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color palette The use of color is very important in the Hazel’s House brand. The color palette is drawn from the multitude of colors within the magnificent environmental landscape on which Hazel’s House sits as well as from the traditional serenity blue color palette. Color is an important element that emits emotion so color combinations should be chosen carefully to reflect the key words of serenity, hope and freedom.

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PMS 8281 RGB 129/173/168 CMYK 35/0/20/25 #8eaca7

PMS 7546 RGB 75/90/104 CMYK 33/4/0/72 #4b5a68

PMS 606 RGB 224/206/45 CMYK 0/4/100/12 #e0ce2d

PMS 433 RGB 22/39/50 CMYK 33/3/0/95 #212b34

PMS Warm Gray 1 RGB 237/233/228 CMYK 0/2/3/6 #ede9e4

PMS 7491 RGB 126/141/46 CMYK 32/0/100/40 #7e8d2e

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PMS 492 RGB 159/84/67 CMYK 0/70/66/30 #9f5443

typography One of the key factors in any new identity is the use of a specific type for text or running copy. Like color, typography is also a powerful tool in establishing a brand’s identity. Consistency in typography treatment provides continuity from one brand expression to the next. For this reason the integrity of the Hazel’s House fonts should be maintained at all times.

Headline ALL CAPS

AVENI R 3 5 LIG H T ABCDE F G H I J K LMNOP Q R STUV W X YZ

T H E Q UIC K B R O W N CO W J UMPED T H E MOON Heading 2 all lowercase

avenir 35 light abcdefghijklmnopqrstuvwxyz the quick brown cow jumped over the moon AVENIR 85 HEAVY

Body Text Initial Caps

Avenir 35 Light

standards

Subheading ALL CAPS

abcdefghijklmnopqrstuvwxyz the quick brown cow jumped over the moon

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz The Quick Brown Cow Jumped Over The Moon

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textures Due to the key attribute of the landscape on which Hazel’s House is situated, the textures chosen to represent Hazel’s House are all pulled from the natural environment of the North Carolina landscape. Below is a sampling of textures that may be used in coordination with other marketing guidelines for design purposes.

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imagery Hazel’s House represents freedom, serenity, recovery and a new life, therefore the imagery associated with Hazel’s House should always be that of hope, joy and relief at having found a way out of the darkness.

COLOR & RESOLUTION ~ 300 dpi (print) CMYK; 72 dpi (screen) RGB

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business stationery Hazel’ s house

Business stationery as seen on this

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page consists of letterhead, size #10 envelope and business card, standard size front and back.

Hazel’ s house

Director 5140 Dunstan Road Greensboro, NC 27405 (t) 8 0 0 . 695 . 3381 rbattles@hazelshouse.com

www.hazelshouse.com

Hazel’ s house

5140 dunstan Road greensboro, nc 27405 t.800.695.3381 f. 336.789.3425

a woman’s pa torecovery

a woman’s pa torecovery

hazel’s house project book

fording 2012

�

Rodney Battles

5140 dunstan Road greensboro, nc 2 7 4 0 5 � 8 0 0 . 6 9 5 . 3 3 8 1

a woman’s pa torecovery

www.hazelshouse.com

a woman’s pa torecovery

specifications 2.50

0.25

Hazel’ s house

0.25

a woman’s pa torecovery

1.00 october 17, 2012

a woman’s pa torecovery

re:

donation

dear mrs. stafford,

Rodney Battles Director

0.315 0.55 Hazel’ s house

sincerely,

www.hazelshouse.com

5140 dunstan Road greensboro, nc 27405 t.800.695.3381 f. 336.789.3425

3.00

Rodney battles director

a woman’s pa torecovery

2.00 sue stafford 104 Kemp Road east greensboro, nc 27410

a woman’s pa torecovery

hazel’s house project book

standards

5140 Dunstan Road Greensboro, NC 27405 (t) 8 0 0 . 695 . 3381 rbattles@hazelshouse.com

5140 dunstan Road greensboro, nc 2 7 4 0 5 � 8 0 0 . 6 9 5 . 3 3 8 1

�

a woman’s pa torecovery

We would like to thank you for your generous donation to the Hazel’s House Women’s extended-care treatment Facility. your donation has made it possible for us to supply the women with supplies and services that they receive at the center weekly and over the course of their stay. thank you again for your generosity and continued support of Hazel’s House.

www.hazelshouse.com

Hazel’ s house

sue stafford 104 Kemp Road east greensboro, nc 27410

49

fording 2012

ad specifications When designing an ad for Hazel’s House it is im-

Headline.

portant to consider all design elements and follow style guide specifications exactly. Imagery should be chosen based on the specifications on the previous pages and remain in line with the vision and target the prime prospect as stated previously.

S urrounding M argin : 0.11 inches

T ypography : Headline: Avenir 85 Heavy, no smaller than 24 pt, initial caps or all caps Body Copy: Avenir 35 Light, no smaller than 10/12 pt, no more than 3 lines of copy Tag line: Fragrance, no smaller than 22 pt Call to Action and web address: Avenir 35 Light, no smaller than 8 pt.

C olor

and

R esolution :

All imagery must be adjusted to CMYK and resolution must not be lower than 300 dpi.

hazel’s house project book

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Body Copy. Borrovidest quae ditat et libusdaeped et utemolo con porrorum la duciissi optat voloriae num quam, sin none doluptis ea natempos ex.

tag line

website call to action

ad samples She deserves you. Clean.

www.hazelshouse.com

Hazel’s House women’s treatment center gives addicts a respite from the disease of addiction and a lush setting for a way back to freedom.

www.hazelshouse.com

standards

Hazel’s House women’s treatment center gives addicts a respite from the disease of addiction and a lush setting for a way back to freedom.

You deserve a life. Clean.

51

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web specifications The internet is perhaps the most vast and important extension of the marketing campaign and therefore must follow the previously strict guidelines set out in this style guide for the brand. Navigation, accessibility flow and hierarchy of information has been carefully addressed in the design process for the Hazel’s House website. Please use the following guidelines when developing additional pages for the hazelshouse.com website.

margins Surrounding Margins - 35 px

typography Nav Bar: Avenir 35 Light, 16 pt., PMS 433 Subhead: Avenir 35 Light, 24 pt, PMS 492 Primary Call-to-Action: Avenir 85 Heavy, 23 pt, small caps, PMS Warm Grey 1

resolution All imagery must be adjusted to RGB; resolution must be 72 dpi for optimum upload.

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hazelshouse.com -

home page (1024 x 864 px )

sample pages

standards 53

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solutions 4.0

print collateral

roadside billboard

The print campaign for Hazel’s House is one of the key mediums for reaching the wide range of target market audience members. Periodicals should range from such trade publications as Addiction Professionals to general women’s magazines such as Better Homes and Gardens and Redbook in order to reach the target audience.

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magazine ads

solutions research 57 train station billboard

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web solutions home page The key deliverable for the brand launch is, without question, the interactive website for Hazel’s House.

The ability to quickly access pertinent information for the viewer was the primary focal point in development along with ease of navigation and accessibility. Through a meticulous design aesthetic and seamless navigation, the Hazel’s House website will not only entice the prime prospect to click-through but will most importantly, provide key information easily and readily in order to expedite the help the viewer is seeking.

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web graphics

success stories page

solutions research

home page

59

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sample pages

vision , mission , values page

the hall page

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virtual tour page

success stories page

history page

broadcast [ film

ratio

4:3,

running time

28

seconds ]

frame

1 time : 0:01

frame

Sound: Oncoming train low in the distance growing closer and closer Description: a series of bullet holes revealing various faces of terror, screaming but silent, overlapping each other in crescendo

Sound: Continued sound of oncoming train low in the distance growing closer and closer Description: intersperced with the bullet holes are flashes of tv static in between all of which grow more rapid and more chaotic until...

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6 time : 0:06

“ addiction voices full of chaos

for me was like a fight in my mind between and an emptiness like I had

never felt before I started using...

”

9 time : 0:09

frame

13 time : 0:13

Sound: Loud explosion/crash followed immedately by pure silence Description: following the rapid crescendo of chaotic images comes the view of a world exploding in fire followed by screen going to black and silence

Sound: Following a moment of pure silence, Sarah MacLachlan’s song “Angel” begins to play and her solitary voice sings Description: slowly, line by line, the words “Are you done with the insanity of addiction?” fade in

hazel’s house project book

solutions research

frame

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motion graphics

“

In the burning of uncertainty, I will be your solid

ground. I will be the balance when you can’t look down.

frame

16 time : 0:16

frame

Sound: Sarah MacLachlan’s “Angel” continues to play Description: cross-fade to the image of the lush landscape of the grounds of Hazel’s House and the slow fade in of the word “freedom”...

Sound: Song continues Description: slow cross-fade in of the word “serenity” and then “hope” as the background view of the landscape holds

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18 time : 0:18

”

“

If it takes my whole life, I

won’t break I won’t bend. It

will all be worth it, worth it in the end.

”

26 time : 0:26

frame

28 time : 0:28

Sound: “Angel” continues to play Description: the landscape view holds and the logo and call to action appear with the contact information for Hazel’s House

Sound: The first verse of the song ends and fades out Description: slow cross fade to black and then the words “let us help ou find hope again” appear across the screen before fading to black in the silence.

hazel’s house project book

solutions research

frame

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promotional women ’ s and men ’ s shirts for promotion and swag

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solutions research 67

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additional swag tote bag and coffee mug for gifts for guests

id tag for guests and employees

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entry way sign for front lawn of hazels house

aw

Hazel’ s house

n’s pa torec oma

y over

designed for staff

solutions research

baseball cap and polo

69

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image credits These images are soley for comp purposes during proposal. If client accepts the proposal then the client will need to purchase the license(s) for the following from:

12266923.jpg

88695826.jpg

76496899.jpg

89238034.jpg

50912467.jpg

93463321.jpg

79580740.jpg

91057760.jpg

Image Name

5294947.jpg

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803614181.jpg

79570141.jpg

95306842.jpg

78979630.jpg

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47739520.jpg

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86424310.jpg

Shutterstock shutterstock.com

Yoga

Happy volunteer and group Mother and daughter sitting Silo of pregnant careless woman

Portrait of a girl enjoying life Young woman picking flowers Depressed lonely young woman Woman depressed: series Portrait of a happy young woman Hands on sky Inflation

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Teenage girl contemplating suicide Woman in field

Underwater with rays of light Happy woman dreams of flying on wind Father and son on beach Girl enjoying beautiful summer sun rays Woman enjoying fresh air Beautiful underwater scene

Blue and green landscape texture Trees in the forest Art grunge landscape with lonely tree Sunset/sunrise with light rays Landscape - meadow, blue sky and river Water drop

Bright blue sky background Abstract floral background with sunflower Mountain forest with split rail Scenic Road through Cades Happy mother with daughter and son Mother and daughter

52402267.jpg

78057439.jpg

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31562107.jpg

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2015211.jpg

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Young woman enjoying freedom outdoors Weeping willows a flock of geese in pond Little sad daughter hugging her mother Young child comforted by her mother White tshirt on cloth hangers in a row

Portrait of a young woman Blank billboard on bus stop Blank billboard on highway Vector baseball cap Young woman in field with fabric

89265127.jpg

Young man, long hair in white tshirt

25020784.jpg

Image Name

75232756.jpg

15402916.jpg

75232756.eps

5235381.jpg

65599927.jpg

12843695.jpg

65599927.jpg

96530902.jpg

Portrait of tired baby being held by mother An empty recyclable bag Magazine’s page on grey background Vector plastic cup. Eps 10 Blue jeans detail with blank ID card Two car garage Suburban home

Mother and daughter together at home Vintage family photo 1917 Cottage

Other Sources for Originals www.fellowshiphall.com www.pavillion.com www.talbott.com www.hazelden.com www.fellowshiphall.com/gateway

Portrait of a young women smiling Woman and Blue Sky

solutions research

4219603.jpg

Big Stock bigstockphoto.com

Portrait of a young woman smiling

71

Head and shoulders portrait of woman Vector baseball cap

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designer

Cheryl Kenan Fording is a traffic and marketing coordinator for The Sales Factory in Greensboro, NC. Having grown up in Greensboro and in the medical community, Cheryl has a passion for women’s health care.

Having lost a close friend to the ravages of addiction, she was drawn to this new facility and to the need for expanded community awareness regarding the specific issues of women seeking treatment for the disease of addiction and addiction recovery treatment options. ck4ding@me.com 336.263.5368

a woman’s path to freedom h a z e l’s h o u s e