PROJECT BOOK
illustrations
PROJECT BOOK
1.0 Research ..................................................................................................................... 1 1.1 Project Introduction ......................................................................................... 3 1.2 Differentiation ................................................................................................. 1.3 Competitive Review.......................................................................................... 1.4 SWOT ................................................................................................................ 1.5 Strategy ............................................................................................................ 2.0 Design Elements ........................................................................................................... 2.1 Static Mood Board ............................................................................................ 2.2 Dynamic Mood Board ....................................................................................... 3.0 Style Guide ............................................................................................................... 3.1 Narrative ........................................................................................................... 3.2 Logo Development .............................................................................................. 4.0 Media Mix ................................................................................................................... 4.1 Print Media ....................................................................................................... 4.2 TV & Radio Spot .................................................................................................. 4.3 Website & App .................................................................................................... 4.4 Rescuing Assets .................................................................................................. 5. Future Ideas ................................................................................................................... 5.1 Volunteer Campaign ........................................................................................ 5.2 TV & Radio Channels / Spot Ideas .....................................................................
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.
3
HELP Project Book
research
SWOT Analysis
Human Emergency Lifeline Provider
4
Competitive Review
5
HELP Project Book
research
Strategy
Human Emergency Lifeline Provider
6
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
1
This is a brief story board of the ofďŹ cial dynamic mood board of the Human Emergency Lifeline Provider.
2
5
4
6
9
HELP Project Book
3
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
10
sh
typography
6
H E AT H E R : A C E N S SUBHEAD: AVENIR
9.
2 -0.
es
STATIC MOO
C
22
watch
Y CM
K: 8.72-6.9
-5
. 59
.26
9.
-0 33
RGB:
C
6
231 -
00
11
1
weather alert
3
.2 3-0
K: 8.72-6.9 Y M
weather alerts
27 -
K: MY
RGB: 231-2
8.72-6.9
-5
B O D Y C O P Y: A v e n i r N e x t C o n d e n s e d
0
33
ap
10
s/
7-
lor
disasters
0
co
6
9.
.7 YK: 8 2-6.9-5 CM
0
CM
27
-10
rescue
wind
0
2
7-
10
0
231 22
technology wildďŹ re
textures
CM
YK: 8.72-6.9-
10
.
0
59
water
2
.7 YK: 8 2-6.9-
10
help
-2
RGB:
CM
2
protect
1-
LP
RGB: 2 31
HE
-2
6
6
-
-0.2
RGB: 2 3
33
27
59
.
YK:
6
-0.2
RGB: 23 1
-0.2
RGB: 231-2
33
33
8.72-6.9
-59
.
-0.2
7-
33
design elements
OD BOARD
ground Human Emergency Lifeline Provider
12
7-
10
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.
15
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
16
logo survey analysis
sketching
17
HELP Project Book
style guide Human Emergency Lifeline Provider
18
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
21
HELP Project Book
POSTER AD
media mix
TV & Radio Spot
Human Emergency Lifeline Provider
22
Website & App
23
HELP Project Book
Rescuing Assets
media mix
Helicopter & Drone T-shirts & Hats Water Bottle
Human Emergency Lifeline Provider
24
5.0
future ideas Volunteer Campaign TV Channel Future TV Spots
Radio Channel
5.0 future ideas
Future Radio Spots
27
HELP Project Book
Human Emergency Lifeline Provider
future ideas
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. 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 way. 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!
28
• TV SPOT FIRE (20 seconds max) o If a fire occurs in your home, GET OUT, STAY OUT and CALL for help. Install smoke alarms on every level of your house. Test smokes alarms once a month and talk with all household members about a fire escape plan. [short pause] Human Emergency Lifeline Provider, we are here to help.
29
HELP Project Book
future ideas Human Emergency Lifeline Provider
30
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
31
HELP Project Book
we are here to help.