Design Portfolio: Agility Dogs Association of Australia by Chelsea Cosgrave

FINAL FOLIO 2018

Chelsea Cosgrave / KJB103 STUDENT NUMBER: n9721606

FOLIO 1 PROJECT PLAN

FOLIO 1

INTRODUCTION The Agility Dogs Association of Australia (ADAA) was established in 1994 as a volunteer-run organisation with the aim to promote international standard agility to all dog owners, encouraging the public to involve their pets in more fun and active activities. As well as this ADAA formulates guidelines for the conduct of Agility competitions to ensure that agility tests have been designed purely for the “enjoyment of the handler, the dog and for spectator appeal”.

PROJECT TOPIC With a desire to spread awareness in the community as well as increasing numbers of both clubs and members affiliated with the association, the campaign for ADAA will focus on growing its volunteer base throughout Australia. The big idea that arises from this goal is to motivate dog owners of all kind to get out and about with their pets in their local community and engage in the activities that ADAA encourages. Stemming from this, one’s involvement as a volunteer in the association could also be encouraged as a way to enhance a dog lovers CV. Specifically, this could target families with dogs, motivating children to volunteer as a form of “experience” of even targeting those interested in finding work within the veterinary or pet industry to join the association and actively participate in events as a volunteer or competition judge. The involvement in such activities from dogs and their owners will encourage a sense of skillful recreation for those that have recently welcomed a new furry friend into their family or for those that wish to skillfully train their much-loved pet in a fun, friendly and educational environment. As volunteers are needed in new locations to be able to organise equipment and run competitions dog owners across Australia in local communities will be encouraged to get involved through possible campaigning at popular dog-friendly locations frequently visited by owners and their dogs such as pet stores, markets, groomers and cafes.

FOLIO 1

KEY MESSAGE The key message of this campaign is to encourage and support dog owners to pursue Agility in a safe, fun and educational environment in the company of their furry best friends and like minded people. As ADAA’s vision is to be recognised in Australia and internationally as a leader in the promotion and development of the agility sport, it is important that the recruitment of as many volunteers as possible from across the nation is motivated throughout this campaign. Additionally, as the organisation provides opportunities for training, establishes connections within the industry and recognises achievements, the target audience will obtain valuable experience that they can put towards life or work related endeavours.

TARGET AUDIENCE The primary target audience of the campaign is dog owners aged 16+ of any gender who are located within Australia. Volunteers are expected to attend ADAA’s major events, competitions, courses and Grand Prix’s that are held within their state; Queensland, New South Wales and Western Australia. Due to this, the campaign’s audience therefore needs to be located within these areas/near their state’s capital cities. Although not held in any specific location, the broad nature of these events allows local communities of dog lovers to get together from far and wide to participate in state events. This allows for ADDA’s reach to be diverse and varied in age groups and gender. Furthermore, the volunteer opportunities require a mature individual; anyone aged 16 and above that can follow directions in order to train their own pet to behave and obey agility rules and regulations in a safe environment. One of the more significant attributes of volunteers throughout the nation is that they share a high education - such a trait is important in targeting this specific audience in a way to ensure that they are encouraged to volunteer (Volunteering Australia, 2015). This can be done by distributing communication and marketing material in frequent places that they are likely to visit. Due to the digital nature of today’s environment, ADAA’s campaign would have to have an engaging digital presence on social media in order to attract desired volunteers.

FOLIO 1

LOCATION OF PUBLICATION AND DISTRIBUTION A magazine spread, website home page and a poster will act as communication material for this campaign. Collateral distributed will engage and motivate the target audience to sign up as a volunteer to ADAA in their local community. The magazine spread will be published in The Weekend Australian Magazine, by newspaper The Australian. This weekend edition magazine appears as a pullout in the newspaper each Saturday and Sunday. As it is distributed throughout the nation, the campaigns reach will be significant, engaging dog lovers and owners that are interested in getting active whilst skillfully training their pet. Although this weekly lifestyle publication would effectively reach a large portion of the educated audience aged 20 and above, the distribution of a magazine spread in a niche lifestyle publication targeted to each state of Australia would additionally provide more exposure and potentially act as another reliable platform to reach the younger range of the campaigns demographic. Such publications could include, Queensland’s, ‘Profile Magazine’ (2018) or New South Wales, ‘Sydney Observer’ (2018). Additionally, posters will be displayed at locations that the audience frequently visits with their pets, such as vets, pet stores, groomers, dog parks, markets and dog-friendly cafes.

AUSTRALIA WIDE

MALE & FEMALE

The ADAA brand could also be distributed on both dog owners and pet merchandise this would allow for public appeal of the organisation and would add a fun, striking and community-orientated element to the brand as an entity. Furthermore, the creation of a business Instagram page would allow ADAA to showcase their brand and their personality visually. The documenting of members, volunteers, dogs, accomplishments and events could be recognised on a more personal level through videos, photos and stories shared on their page. The creation of this account would also allow for a more succinct online presence and would provide the target audience with an easy to reach contact.

FOLIO 1

RATIONALE In order to achieve ADAA’s aims, the design of the campaign must appeal to prospective volunteers and members aged 16+ of any gender Australia wide. The design sells to the audience the safe and fun sport of Agility and its message is incorporated through not only its logo but it’s sleek marketing collateral. Accordingly, the logo of ADAA has been refreshed to reflect the modern market and brand colours have been updated to express the fun, friendly and energetic nature of the agility sport. Such design decisions are depicted in the style guide and communication materials in an engaging and delightful manner.

FOLIO 2 STYLE GUIDE

FOLIO 2

LOGO PRIMARY LOGO

OTHER FORMS

ICONS Above is the refreshed hero logo of ADAA and should be used to represent the brand as much as possible. It is best utilised on a white background in order to see the watermark outline of Australia. Other forms of the logo are shown to the left. One without the Australian watermark is availble to use as well as a design with initials only. A special anniversary designed logo is also featured which can be used to celebrate the organisations 25th anniversary in 2019. If a logo is needed to appear on a dark background another form has also been created. Icons have additionally been created to appear on potential smart phone applications or even merchandise.

AGILITY DOGS ASSOCIATION OF AUSTRALIA ÂŠ 2018

FOLIO 2

EXAMPLES OF USE Lorem ipsum dolor sit amet, eu cum qualisque conceptam, mei et prima simul. Alii tale cum no, an clita putant

INCORRECT USE

Don’t use other colours for the logo other than the prescribed colours.

Lorem ipsum dolor sit amet, eu cum qualisque conceptam, mei et prima simul. Alii tale cum no, an clita putant Don’t use any gradients for the logo other than the prescribed gradient.

Don’t rotate or place on an angle and don’t skew or distort the logo.

FOLIO 2

COLOUR The colour palette is designed to position ADAA as a fun, energetic, friendly organisation that reflects the warm nature of its dogs and members. The primary colours, Jaffa and Energy Yellow promote notions that express the relationship between an owner and their furrry friend, such as loyalty, intellect, joy, determination and creativity. Such associations establishes a connection between the ADAA and their target audience, touching upon the values that a volunteer wishes to attain through the agility sport and membership of the organisation. The secondary colours, Mine Shaft and Stiletto provide a nice contrast, balancing the brand out to represent associations such as sophistication, passion, strength and power. Additionally, the ADAA gradient encapusulates the brand and its key message. The white space of the logo paired with the chosen tones gently draws volunteers in, its simple, modern yet fun approach appealing to the target audience.

MINE SHAFT

STILETTO

Designed to establish the power and strength of the agility sport.

Portrays the sophistication of the brand and depicts the passion of its members.

#333333

100%

CMYK: 69, 63, 62, 58 RGB: 51,51, 51

#9D2F3F

100%

ADAA GRADIENT The ADAA gradient can act as a brand mark itself, and can be utilised as an overlay to images or as a background or shape fill.

JAFFA

ENERGY YELLOW

Expresses the determination and joy of ADAA and the agility sport.

Shows the loyalty and intellect of ADAA volunteers and its brand as an entity.

#ED9B48

100%

#F8D864

100%

80%

60%

40%

20%

CMYK: 27, 93, 70, 19 RGB: 157, 47, 63

CMYK: 4, 45, 81, 0 RGB: 237, 155, 72

CMYK: 3, 12, 73, 0 RGB: 248, 216, 100

AGILITY DOGS ASSOCIATION OF AUSTRALIA ÂŠ 2018

FOLIO 2

TEXT SAMPLE

FONT The geometric san serif font, Cocogoose was chosen as the primary font for the logo and the ADAA brand. It’s versatile nature, readable design and generous x-height is perfect for headings, its rounded corners making the logo pop with a dynamic and energetic flavour. The Cocogoose Pro version of the typeface is used as a heading and pull out quote font to give titles of importance an influential and weighty flair. Both of these typefaces work best with a letter spacing of 25. Avenir was chosen as the sub-heading font - a classical yet modern typeface that has a harmonious and sensible appearance - the perfect in between of a heading and body text. Lastly, Roboto was chosen for the body font at a size of 10.5 pt and a spacing of 15pt. The friendly and open curves of this typeface warmly invites readers to explore ADAA below the surface of its headlines. Lastly, each font was chosen in mind to best align with the communication collateral and to effectively broadcast the key message and big idea of ADAA’s campaign.

THIS IS A HEADING THIS IS A SUB-HEADING

Lorem ipsum dolor sit amet, vel dicat sensibus ne, no eum vero aperiam, ad vidisse iuvaret est. Ut elitr quidam reformidans sea. Sit an nostrum imperdiet dissentias, quidam salutandi elabor aret eu has, eum meis facer neglegentur “THIS IS A neu sed nulla imperdiet. Per PULL QUOTE” icula iracundia ei vim,errem putent suavitate vel no.His eu vitae postea oportere, alterum quaerendum liberavisse ad his. Ius option torquatos repudiandae Ceteros perfecto has ea. Pro modo repudiare definitiones no. salutandi elabor aret eu has, eum meis facer.

LOGO FONT

SUB-HEADING FONT

Cocogoose

Avenir pt 15

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

HEADING FONT

BODY FONT

Cocogoose Pro pt 20

Roboto pt 10.5

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

FOLIO 2

IMAGERY The imagery for ADAA should be colourful, bright, energetic and playful. The joyful and energetic essence of ADAA’s beautiful pups and dogs is to be captured in each and every visual used. Images that feature agility are highly encouraged in order to promote the sport and the brand’s core activities. To bring a sense of unity to the visuals used by ADAA similiar colours and filters should be applied to each photo. Imagery that shouldn’t be used include - Black and White photography - Grainy or pixelated images - Images unrelated to dogs or the agility sport Photo reference: Getty Images. 2018. Dog Agility. Retrieved from www.gettyimages.com.au

FOLIO 3 MAGAZINE SPREAD

FOLIO 3

FOLIO 4 WEBSITE

WEBSITE TOP HALF OF PAGE

FOLIO 4

WEBSITE BOTTOM HALF OF PAGE

FOLIO 4

FOLIO 5 COMMUNICATION RESOURCES

POSTER

FOLIO 5

MERCH One communication resource that will be effective in growing awareness surrounding the ADAA organisation is merchandise. This can come in both human and canine form, with matching jersey’s, polos shirts or accessories available for both owner and pet. Merchandise that showcases the brand’s logo, colours and personality is an excellent first hand way to promote ADAA’s name. In the chance that prospective volunteers catch sight of someone in public wearing a branded shirt or a dog wearing matching branded apparel, the credibility of the agility sport and ADAA will be reinforced and further validated in the minds of the public. Not only does merch promote the brand but gives the public knowledge that agility is practised within their local community.

FOLIO 5

INSTAGRAM An online presence in this day and age is essential in retrieving reach and a following for a brand or organisation like ADAA. In order to recruit as many volunteers as possible from the younger age demographic (16+ - 30yrs), ADAA’s online presence must convey a credible, outgoing and warm voice through their social media channels. As many generational age groups now look to visuals via Instagram to learn more about a brand, product or service, ADAA should ensure that their Instagram profile is engaging, informative and interactive with their following. Videos, photos, stories and highlights are highly recommended to achieve great reach. In order to attain as much content as possible for Instagram, ADAA should consider hiring a photographer like Charlotte Reeves (2018) or Paul David Smith (2018) to come along to their events to capture the essence of ADAA through imagery that can be shared on social channels to the wider community. To keep posts consistent specific filters and colours should be used throughout ADAA’s feed.

REFERENCE LIST PHOTOGRAPHY Fanpop. (2018). Dog Wallpapers. Retrieved from http://www.fanpop.com/clubs/dogs/images/13632654/title/dog-wallpaper-wallpaper Walsh, Scott. (2018). Unsplash dog photography. Retrieved from https://unsplash.com/photos/cPiXO2BSGZE Funny Picture. (2015). Funny dog wallpaper. Retrieved from http://funnypicture.org/funny-dog-clips-download-8-cool-hd-wallpaper.html Paul David Smith Photography. (2018). Dog Agility Photography. Retrieved from https://www.pauldavidsmith.co.uk/dog-agility-photography/ Reeves, Charlotte. (2018). Portfolio. Retrieved from https://www.charlottereeves.com.au/portfolio/ Bitsa Bernard Photography. (2018). Dogs. Retrieved from http://bitsabernard.com.au/gallery/6fm72hs4899oll0cukhvqopo9pl49g

RESEARCH Agility Dog Association of Australia. (2018). Retrieved from https://adaa.com.au/ Agility Dog Association of Australia [Facebook]. Retrieved from https://www.facebook.com/adaa.agility Volunteering Australia (2015). Key facts and statistics about volunteering in Australia. Retrieved from https://www.volunteeringaustralia.org/wpcontent/uploads/VA-Key-statistics-about-Australian-volunteering-16-April-20151.pdf Reaney, Patricia. (2018). Teens more resilient, tech savvy than older millennial: study. Retrieved from https://www.reuters.com/article/us-millennials-poll/teens-more-resilienttech-savvy-than-older-millennial-study-idUSBRE95I1J420130619

AGILITY DOGS ASSOCIATION OF AUSTRALIA ÂŠ 2018