Roperc 10 2 1final by Clarissa Roper

O N E C O L O R

WORKING TOWARD THEIR FUTURE!

CAMPAIGN PROJECT BOOK

Within this community is a thriving company seeking to fulfill dreams and life time goals for todays youth. Urban League can be that backbone if you give them a chance.

TABLE OF CONTENTS 1.0 RESEARCH

1.1 Research Paper • 1.2 SWOT 1.3 Creative Brief • 1.4 Demographics

2.0 CREATIVE

2.1 Competitive Survey • 2.2 Design Research 2.3 Moodboard • 2.4 Logo Development

3.0 STYLE GUIDE

3.1 Brand Description • 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

4.0 FINAL DESIGNS

4.1 Digital Media • 4.2 Promotional Items 4.3 Advertising • 4.4 Business Papers

1.0

SECTION

RESEARCH 1.1 Research Paper 1.2 SWOT 1.3 Creative Brief 1.4 Demographics

1.1 Research Paper

1.2 SWOT Analysis

1.3 Creative Brief

1.4 Demographics

2.0

SECTION

CREATIVE 2.1 Competitive Survey 2.2 Design Research 2.3 Moodboard 2.4 Logo Development

Compare & Contrast Competiive Survey COMPARE The Urban League, Boys & Girls Club and the YMCA all share the same drive of supporting the youth and helping to make the right path for their future. They all do this by providing facilities to seek all needs that are desired to be fulfilled.

• Web is the main resource used to broadcast advertisements, events and accomplishments. • Advertisements are usually found in leaflets from the community in which one resides, that shows all programs offered in facilities in your community. • Urban League and the Y both cater to the youth as well as adults involving family activities. • Boys & Girls Club main focus is on the future of the youth and how to better the community in which they reside.

Competitor #1

•

Jersey City Boys and Girls Clubs’ Sleepout for Homeless - Youth came up with this idea to raise awareness of the issue on “more than 1.6 million children across America that are homeless.”

•

Boys & Girls Clubs of Hudson County breaks ground on state-of-the-art facility - Ironstate, KRE Group break ground on 422 luxury rentals and new Boys & Girls Club; New facility for new beginnings.

2.1 Competitive Survey

CONTRAST Urban League provides many service that apply to single family homes, low-income and reside in urban community. They are also a resource location that shares information on child care and referral services. YMCA is out to help all in need regardless of income and living status. A fee is require to join that offers membership for families to participate in activities such as gym, swimming classes and healthy living. Boys & Girls Club is geared towards furthering youth education and keeping kids off the streets. “Safe place to learn and grow - all while having fun.” Provide education learning and extracurricular activities.

Competitor #2 •

Y LEADERS AND LEGENDS EVENT A TREMENDOUS SUCCESS! - Newark NJ; November 30, 2012 “This event raised $110,000 to fund scholarships for local students and Y programs for needy children”, and showed recognition to leaders in the community who are great supporters.

•

Boys & Girls Clubs of Hudson County breaks ground on state-of-the-art facility - Ironstate, KRE Group break ground on 422 luxury rentals and new Boys & Girls Club; New facility for new beginnings

•

Hurricane Sandy: “Newark YMCA Reaches out after Storm Devastation” Offered shelter and support to the community that has suffered during this time. “Whether the need was simple warmth, a hot shower, or a place to charge a phone, the Newark YMCA was there to help our neighbors and friends.”

2.2 Design Research

Moodboards

Builder/Encourage/Uplift Directive Words

Urban League wants to show positive outcomes that will be of great assistance to reaching future goals. This moodboard was chosen because it shows the step-by-step process on which Urban League can help many youth achieve desired goals in life. Creating friendship, looking up to a leader for guidance and taking great direction from those teaching you how to succeed is a great

start on a brighter future. Also wanted to show some connection with the color palette to the images by creating a dotted path. The placing of each word helps to describe the image onto which the dotted path is near. The dots were also created to form an arrow that is kind of pointing down to the next word and allowing it to travel to the corresponding image on the left.

Urban League Uplift

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YK CM100 G 68 RB 3 2 4 0 93 4 6 1

YK CM 51 G 80 RB 27 0 1 0 84 7 15

2.3 Moodboard

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Logo

Sketches & Final version Many of the sketches incorporated the first letters of the company U L and was kept simple to express a symbol that will help customers remember who Urban League is. Played with arrows that help to give the direction one may take and tried using stairs that indicates stepping toward your future Then, tried the “U” upside down to give the appearance of an umbrella with the “L” forming the handle. “A distinctive logo is one that can be easily separated from the competition. It has a unique quality or style that accurately portrays

your client’s business perspective” (Airey 30), is what the aim attended to display to work toward the right logo design. By continuing to play with different directions by turning each letter around or combining them to create another shape. “The brain takes more time to process language, so content is third in the sequence behind shape and color.” (Wheeler 52) With that in mind the creation of a shape that can stand-alone and allow emotion to derive from its visual became the primary focus.

2.4 Logo Development

The final logog interprets the look that was aiming for with the visual of stair to reflect what Urban League will be doing. “Stepping up” “Stepping into your Future” “Moving up” to just name a few that will relate to Urban

Leagues mission. Even though the logo does not have to reflect what it is that they do,it helped to express the elements to support simple and memorable brand.

3.0

SECTION

STYLE GUIDE 3.1 Brand Description 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

Brand Description

(current logo)

Urban League is a non-profit organization programs and activities that Urban League that offers an array of services and programs offers as well as revamping its look. Using for assistance to those in the urban colors that bring forth respect, wisdom, truth, community. One particular service that purity, energy and passion will open doors needs to be revamped is the youth and their that will allow youth and their guardians to development towards reaching desired be motivated, encouraged and enlightened goals. Will promote advantages for youth, by their future possibilities. by making the communities aware of all the

(revamped logo)

3.1 Brand Description

Clear Space Urban Leagues brand should be displayed clearly and to make sure it is used correctly will need to keep “u” from “League” letter size clear all around. The size will vary depending on the logo size being displayed in particular areas. When displaying the brand mark only the minimum size it can be to stay legible is .50 inches.

.50 inches smallest size for logo mark allowed

30% Tint of color palette to be used as needed

Logo Doâ&#x20AC;&#x2122;s 1. Can display brandmark without logotype. 2. Can include 1.5pt border around logo using from the color palette. 3. Can use black in the background of fullcolor logo. 4. Use 30% of on colors in palette to display behind the fullcolor logo. * Must include .1875 round corners to any border and/or background.

2.*

3.*

4.*

3.2 Logo Usage

Logo Dontâ&#x20AC;&#x2122;s 1.

1. Do not display logotype without brandmark 2. Do not stack logo mark above or below company name. 3. Do not place full color logo on top of color background. 4. Do not use color bacgrounds that will make brand look unclear. 5. Do not stretch or distort. 6. Do not recreate logo to fit on one line. 7. Do not rearrange the logo.

Urban League

Urban 5.

League

Typography Usage The typeface envisioned for this campaign book design, helps to convey meaning and is a san-serif, eye catching and simple font emphasize specific elements of the story in that will also work well with any body text. picture booksâ&#x20AC;? (Phinney, 2010). A simple yet On considering the best font to use in order striking font is what Urban League needs to to get the job done as been well thought get through to the target audience. out. â&#x20AC;&#x153;typography enhances the overall

LOGO: Century Gothic Bold HEADLINE: News Gothic MT Bold Lithos Pro Black BODY COPY: Myriad Pro Regular TAGLINE: News Gothic MT Italic

3.3 Typographic Elements

Logo Typeface (only)

Century Gothic Bold