PROJECT BOOK
illustrations
PROJECT BOOK
1.0 Research .......................................................................................................... 1 1.1 Project Introduction ................................................................................... 3 1.2 Differentiation ........................................................................................... 3 1.3 SWOT.......................................................................................................... 4 1.4 Competitive Review ................................................................................... 5 1.5 Strategy ..................................................................................................... 5 2.0 Design Elements ............................................................................................ 7 2.1 Dynamic Mood Board ................................................................................ 9 2.2 Static Mood Board .................................................................................... 11 3.0 Style Guide .................................................................................................... 13 3.1 Narrative .................................................................................................. 15 3.2 Logo Development ................................................................................... 17 4.0 Media Mix ..................................................................................................... 19 4.1 Print Media ............................................................................................... 21 4.2 TV & Radio Spot ........................................................................................ 22 4.3 Website & App .......................................................................................... 23 4.4 Rescuing Assets ........................................................................................ 24 5. Future Ideas ..................................................................................................... 25 5.1 Volunteer Campaign ................................................................................. 28 5.2 TV & Radio Channels / Spot Ideas .............................................................. 29
1.0
research
1.0 research
Differentiation Competitive Review SWOT Strategy
differentiation
T
he Human Emergency Lifeline Provider is the only US federal government agency dedicated to educate, support and rescue citizens after the occurrence of a natural disaster. It combines the experience of the Federal Emergency Management Agency (FEMA) with the support of the warďŹ ghter to track and locate victims of disasters occurred in America. This agency is in need of a strong brand strategy to attract the attention of all US citizens, targeting all ages, races and genders. Its mission is to ensure America to be informed and capable to responsibly manage the preparation and recovery process after a natural disaster occurs. Its vision is to inspire and encourage all US citizens to be informed and aware of climate change and ongoing weather status.
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HELP Project Book
STRENGHTS
STRUCTURED PROCEDURES MILITARY RESOURCES COMMUNICATIVE TECHNOLOGY
LOGO DESIGN DEVELOPMENT RESCUE VEHICLE DESIGNS BRAND STRATEGY DESIGN ASSETS OPPORTUNITIES
WEAKNESS
THREATS
research
SWOT Analysis NEW AGENCY/LEARNING CURVE NO BRAND IDENTITY NO MISSION NO VISION
DIFFERENTITATION ISSUES AGENCIES RESISTANCE ACTION PLAN FAILURE CONFUSION
Human Emergency Lifeline Provider
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Brand Strategy Create a Narrative, Mission and Vision statement of the agency’s main goal. Design logo image and letterhead functional on an international level. This because HELP will be stationed in the US but will also provide assistance internationally. Select colors to make the agency differentiate from major entities such as: The American Red Cross, Citizen Corps, Salvation Army and EPA. Diversify website and trans media’s overall information of the agency while utilizing major languages such as Spanish, Chinese & French. Integrate technology for the clear communication and prompt responsiveness of the agency while ensuring an efficient victim’s identification and tracking process. Development of on site identifying items, such as uniforms, T-shirts, hats as well as equipment colors for water bottles to drones and helicopters.
Competitive Review CITIZEN CORPS SALVATION ARMY AMERICAN RED CROSS EPA
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HELP Project Book
Brand Positioning FEMA & Military dependency Direct competitor of: Ready.gov NOAA.gov
research
Colors and shapes Studies have shown that relaxed minds are better at receiving new information. Since HELP’s differentiating factor consists of tracking an identifying victims with the latest communication technologies, it is crucial for them to feel relaxed while striving to alleviate fear. Therefore, the main color of HELP is green. Researches showed that shorter-wavelength colors like green are perceived as calming. This color explains HELP’s voice while its narrative of a natural disaster is introduced smoothly. The use of curvilinear shapes, cartoons and multiple flat colors promotes an inviting look and organic feel while helping to alleviate fear. Typography It was determined that the best typography to illustrate HELP’s voice and tone is one that reflects an approachable and friendly look. To achieve this, the “Typographix” typeface is used since it contains curvilinear shapes that helps convey a playful and approachable look. This typeface is used in low case to explain upfront, HELP federal agency must be seen as your best friend, as someone you should have on speed dial. For Body Text, Avenir Next Condensed is used to complement “Typographix”, this “serif” typeface maintains the contemporary look while showing the information in a clear manner. Imagery Since HELP is focused on “No Fear” campaign, the use of cartoons would be an effective method to speak to America in regards of what to do before, during and after a natural disaster. These cartoons are done with simplistic curvilinear shapes and solid dimmed colors for a lighter information digestion. Human Emergency Lifeline Provider
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2.0
design elements Color Swatches Typography Imagery Textures
Dynamic Mood Board Background Music Rythm & Pace Sound Effects Transitions
2.0 design elements
Static Mood Board
dynamic mood board
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This is a brief story board of the ofďŹ cial dynamic mood board of the Human Emergency Lifeline Provider.
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design elements
Background Music The music to be used should be instrumental, low paced and similar to music commonly used on the news platform. It should promote an relaxed environment with no threatening or fast paced sounds. Rythm & Paced All TV, Radio spots rythm and pace should be syncronized to the voice of the narrator which should be slow, smooth and friendly. Sound Effects Animated logo must use wind sound effects, moving fast to reflect HELP’s fast response service. Daily life sound effects may be used for effective explanations. Transitions Use “Appear” transition, and “fade away” only at intro and ending.
Human Emergency Lifeline Provider
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design elements
OD BOARD
ground Human Emergency Lifeline Provider
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3.0
style guide Narrative
Theme & Style Voice & Tone Look & Feel Survey Data
Dos & Dont’s Prototyping Clear Space Sketches
3.0 style guide
Logo Development
narrative
A
natural disaster has just occured. “Save us!” Heather screams while she shelters her crying child in her arms. And when they thought there were no other place to go, HELP Rescuers came down from the sky like superheroes we see in the movies. “Everything will be alright, we are here to help”, said the rescuer. And soon after, this woman and her child were taken back to safety.
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HELP Project Book
style guide
VOICE & TONE Studies have shown that relaxed minds are better at receiving new information. Since HELP’s mission and vision consists of tracking and identifying victims with the latest communication technology, it's crucial for them to feel relaxed while learning what to do before, during and after an emergency. Therefore, the voice and tone of HELP should be smooth and friendly. LOOK & FEEL
Researches showed that shorter-wavelength colors like green are perceived as calming. This color explains HELP’s voice while its narrative of a natural disaster is introduced smoothly. The use of curvilinear shapes, cartoons and multiple flat colors promotes an inviting look and organic feel while helping to alleviate fear.
THEME & STYLE
Use of cartoons to illustrate the most common natural disasters while conveying a contemporary style. Human Emergency Lifeline Provider
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logo
95% speaks to
98%
narrative
professionally executed
HELP help
help
help
survey analysis
help
help
help
prototyping
sketching
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HELP Project Book
99%
friendly & happy
style guide
don’ts
Add elements to the logo Stack or group the logo with other elements Stretch or distort the logo Redraw or retype the logo Add graphical styles like drop shadows and gradients Place the logo in a way that groups it too closely with other graphical elements. Outline the logo to help it stand out In the event the logo is layered over a photo for the purposes of advertising or communications, place the logo in a neutral, uncluttered space on the photograph. Nothing in the background should distract from the logo.
dos
.5 in blank space around Green/Black color for official letters Graphic Logo on top or left side of “help” Use always in lower case letters Mantain Typography consistency Enough contrast between background and logo No smaller than 1 inch vertically and horizontally Transparency must ensure logo legibility Always use on all promotional campaign and assets
Human Emergency Lifeline Provider
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4.0
media mix Print Media
TV & Radio Spot Website & App Rescuing Assets
Helicopter & Drone T-shirts & Hats Water Bottle
2.0 design elements
Billboard Poster Ad
Print Media
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HELP Project Book
print media
POSTER AD
A number of 4 different 20 seconds TV spots will be made to explain the narrative of Human Emergency Lifeline Provider federal government agency. Through the use of comics, Heather and her son (main characters) will be placed in different situations of natural disasters. Even though the TV spots will be about natural disasters, the purpose of the TV Spots will be to educate people on what to do in the occurrence of a natural disaster in a fun and friendly way.
media mix
TV & Radio Spot
Therefore, the narrator’s voice and tone should be fun and friendly; it must sound just like if the narrator were talking to another person in a fun-confident way and almost comedic. In other words, your voice should be fun, approachable, and confident and your tone should be friendly and trust worthy. So feel free to put some emotion to the narratives, I know you’ll do a great job!
Human Emergency Lifeline Provider
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Website & App
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HELP Project Book
Rescuing Assets
media mix
Helicopter & Drone T-shirts & Hats Water Bottle
Human Emergency Lifeline Provider
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5.0
future ideas Volunteer Campaign TV Channel Future TV Spots
Radio Channel
5.0 future ideas
Future Radio Spots
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HELP Project Book
future ideas
Volunteer Campaign A volunteer campaign will be launch to target US citizens to assist other citizens in their neighborhoods, specially, after a natural disaster takes place in any of the 50 states around the nation. This campaign will be promoted with the headline: “We got your back”. Volunteers will be attending school conferences in which they will educate children and teenagers to be better prepared for the next hurricane, tornado, earthquake or fire warning. Even though, t-shirts, water bottles and hats have been designed, other unique promotional items will be design to increase participation in the volunteering program. Unique Promotional Item This unique promotional item will consist in the development of a smart phone app in which the user is able to activate a signal to HELP rescuers, allowing them to track and locate the victim. This app will be able to provide detailed personal information about the user such as: Blood Type, Health Issues, and Contact Information. The signal will activate the Military Forces, depending on the area of danger, the military will combine forces with HELP rescuers by land, air or water. Human Emergency Lifeline Provider
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Radio Station and TV Channel Since the Human Emergency Lifeline Provider is focused to communicate the latest information about natural disasters, the creation of a Radio Station and TV Channel will be suitable to transmit the most current information in regards to weather alerts, warnings or related topics. TV Spots Currently, there are two TV spots already created to educate people on what to do during a Hurricane or Tornado warning. Since HELP’s promotional campaign is focused on the four most common disasters in America, two more TV spots discussing what to do during an Earthquake and Fire alarms. Uniforms Although a prototype has been made as a caricature, a formal “all green uniform” and helmet will be designed for the easy identification of HELP rescuers.
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HELP Project Book
future ideas
Earthquake TV Spot Sketches
During an Earthquake, DO NOT run outside. Instead, DROP down onto your hands and knees. COVER your head and neck under the shelter of a sturdy table or desk. HOLD ON to your shelter until the shaking stops. And DO NOT stand in a doorway. Human Emergency Lifeline Provider, we are here to help.
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references Colors Usage. http://www.infoplease.com/spot/colors1.html Scientists ďŹ nd how relaxed minds remember better. http://www.reuters.com /article/2010/03/24/us-memory-brainwaves-idUSTRE62N4VJ20100324 Color and Psychological Functioning Andrew J. Elliot1 and Markus A. Maier2 1University of Rochester and 2University of Munich, Munich, Germany Information about Earthquakes, Hurricane, Fire and Floods. http://www.redcross.org/prepare/disaster/earthquake
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HELP Project Book
we are here to help.