IDEN TIT Y M A N UA L
I N DE X 1.0 Profile
3.0 Typography
6.0 Digital Applications
1.0 1 Mission Statement
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3.0 1 Primary Typeface
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6.0 1 Website
1.02 Target Audience
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3.02 Secondary Typeface
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6.02 Mobile Application
1.03 Our Disposition
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6.03 Mobile Station
4.0 Business System
2.0 Identity
90 96 102
4.0 1 Letterhead
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7.0 Process
2.01 Primary Mark
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4.02 Envelope
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7.01 Research
2.02 Secondary Mark
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4.03 Business Card
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7.02 Naming
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2.03 Harvest Badge
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4.04 Membership Card
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7.03 Mood Boards
114
2.04 Branches
22
2.05 Tertiary Marks
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5.0 Physical Applications
2.06 Pattern
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5.0 1 Product Tag
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2.07 Symbol
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5.02 Healthy Living Card
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2.08 Tagline
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5.03 Recruitment Brochure 72
2.09 Sizing Restrictions
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5.04 Product Packaging
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2. 1 0 Clear Space
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5.05 Work Wear
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2. 1 1 Color Management
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5.06 Merchandise
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2. 12 Mark Application
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5.07 Billboard
82
5.08 Poster
85
2. 13 Unacceptable Treatment 48 2. 14 File Naming Convention 50
100
7.04 Mark Development
118
7.05 Applications
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1.0 PROFILE 1.0 1 Mission Statement
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1.02 Target Audience
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1.03 Our Disposition
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1.01 Profile
M i s s i o n S t at e m e n t Harvest Detroit is a non–profit organization whose main goal is to convert abandoned lots and properties into urban farmsteads— alongside these efforts we subsidize or completely give away any produce that we’ve grown. Harvest Detroit is an organization that takes sustainable to an entirely new level; every minute decision is environmentally conscious—even in the event of a power outage, our generators are run with recycled vegetable oil. Our “customer base” is actually wider than one might imagine at first glance. While obviously serving families with either low or no income; Harvest Detroit is actually creating jobs which ex tends the benefits from just the end consumer to essentially anyone in Detroit that is in need of work. And in a city with unemployment rates sitting right around 30%—creating any job opportunities in Detroit is a noble effort; but creating jobs in a manner that also services the public is commendable.
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1.02 Profile
Ta rget Audience Harvest Detroit is a nonprofit organization that touches the lives of so many individuals. While our primary audience is those individuals living in inner cities without the means to provide themselves with a healthy lifestyle and diet. Harvest Detroit’s Harvest Market is open to any and all who choose to indulge. While they may not qualify for our Harvest subsidy, they may choose to pay full price for our homegrown organic produce. This opens the doors to individuals of higher income, which can help to drive our budgetary intake that allows for new locations, better grow operations, and year long output with the introduction of our revolutionary greenhouses.
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HARVEST DETROIT
As this is hard and dignifying work; the job is not done by just one individual—Harvest Detroit is a network of volunteers and employees that make all of this a reality. Our employment opportunities drives the local job market and further helps an area stricken with poverty. For our locations we look for hard working, empowered, progressive individuals to drive our work force—without these heroes, our crop, our effort, our impact would cease to exist.
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HARVEST CHANGE
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1.03 Profile
O u r D i s p o s it i o n We are unique in our mission—while there are similar groups like Cit y Farm and Hantz Farms that are located in Detroit—no other organization approaches the problem as holistically. We star t from the ground up, by creating jobs, educating citizens on the benefits of healthy diets, providing free or discounted produce, even cleaning and revitalizing vacant properties. We have the power to bring Detroit back to its’ former glory—but we do not stop there. Our plan is to expand our operations to other impoverished and forgotten cities. Eventually we will revitalize our urban landscapes and bring life back to areas left derelict and dying. Harvest Detroit is the beacon of light that so many have hoped for—with the ability to fix it all.
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2.0 IDENTITY 2.0 1 Primary Mark
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2.02 Secondary Mark
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2.03 Harvest Badge
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2.04 Branches
22
2.05 Tertiary Marks
28
2.06 Pattern
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2.07 Symbol
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2.08 Tagline
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2.09 Sizing Restrictions
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2. 1 0 Clear Space
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2. 1 1 Color Management
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2. 12 Mark Application
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2. 13 Unacceptable Treatment 48 2. 14 File Naming Convention 50
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2.01 Identit y
P r i m a r y M a rk This is the primary mark for the Harvest Detroit branch. The mark is notably distressed to reinforce the physicality of the work involved. Adorned with our Har vest Arrow symbol, the identity is dignif ying, understated, and reminiscent of earlier times thanks to the subtle hints towards analog printing methods. We do have a version lacking the Harvest Arrows; only use this if you must.
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HARVEST DETROIT
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2.02 Identit y
S e c o n d a r y M a rk While this is actually our primary mark—for Harvest Detroit, this remains as a secondary mark. While also featuring the same analog inspiration; the Harvest Arrows now connect to anchor the mark. And if necessary we do provide strictly typographic variations of all marks.
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HARVEST DETROIT
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2.03 Identit y
Har vest Badge This is the Harvest Badge; there are badges for every unique identity that exists within the Harvest umbrella. While complimentary, the badges were designed with the flexibility to stand alone, and therefore do not necessarily need to be used in conjunction with any other mark. While delivering additional, and relevant content, the Harvest Badge works well under most conditions. Just like us.
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HARVEST DETROIT
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HARVEST CHANGE
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HARVEST DETROIT
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2.04 Identit y
Branches Harvest Detroit is just the beginning; as time moves forward, so do
For each new branch that is created we take one of the tools that
we. As we begin to grow, we want to begin our outreach program in
make our patterns and use that as a unique identifier within the
other cities that would be able to benefit from our unique services
badge for that specific location. We also assign a particular color for
and opportunities.
that identity to create the distinction within it’s typographic mark.
The first branches would remain within the midwest; our first new
Not only does this ensure visual continuity between branches, but it
wave will include Chicago, Flint, and Cleveland. Ideally we would
also creates a conceptual tie that reinforces the importance of each
love to have branches in every city in the world. But like anything
and every individual branch of the Harvest Family.
worthwhile; it’s best to take it slow.
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HARVEST DETROIT
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HARVEST CHANGE
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HARVEST DETROIT
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HARVEST CHANGE
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HARVEST DETROIT
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2.05 Identit y
T e r t i a r y M a rk s We never quit working; why would we let our identit y ? For our various branches and ex tensions we have a specific mark and signature lines for use in the production of their collateral.
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HARVEST DETROIT
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HARVEST CHANGE
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2.06 Identity
Patter n
Sometimes life needs color. Featuring a variety of different tools, colors, and textures, we serve to better our goals and help visually communicate the effort we put forth. When applicable we utilize these patterns to easily bring life to our work. Each tool is different, just like every member, donor, volunteer. The patterns are preprinted and are derivatives of scans that carry some of the analog inconsistencies. Please use the patterns within reason; do not allow them to overpower any identity, and remember that they only serve to compliment a piece and are not always necessary. Remember, just because you can, does not mean that you should.
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2.07 Identit y
S y m bo l
Here is our symbol, the Harvest Arrow. Derived from older decorative letterpress blocks and Fair Isle and Native American patterns; it starts to form an arrow or grain depending on orientation—but please don’t rotate it. It is great for wayfinding, page breaks, decorating the mark, and can even be used as a glyph within page copy or headlines.
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Change; 2.08 Identit y
T a gl i n e
“Change;” is more of a suggestion than a slogan. It is an incomplete statement; the breadth of our reach is limitless, so is the possibility for change. You will find this primarily used for national campaigns, but you will also find “Harvest Change” used within our Harvest Badges, web url, and other appropriate applications.
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1 .0 Primar y Mark
2.0 Secondar y Mark
11p11
11p11
2.09 Identit y
Sizing Restrictions As our identity consists primarily typographic, legibility is even that much more of an issue; so following proper sizing restrictions is essential. When using any typographic mark, the “Harvest� type must never dip below 18 pt. The Harvest arrow alike may be used within copy, headings, etc—here is the minimum when paired with 8 pt copy.
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HARVEST DETROIT
3.0 Har vest Badge
4.0 Harvest A rrow
1p0 (w it h 8 pt cop y)
12p0
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2.10 Identit y
Clea r Space While it is very important to maintain a minimum of size in regards to our identity, it is also important that we allow enough room for the mark to sit without competition or convolution.
1 .0 Primar y Mark
x
x
x
x
x
x = H e igh t o f H a r v e s t T y p e
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HARVEST DETROIT
2.0 Secondar y Mark
x
x
x
x
x
x = H e igh t o f H a r v e s t T y p e
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HARVEST CHANGE
3.0 Har vest Badge
x
x
x
x
x
x
x
x = 2 5 % H e igh t o f H a r v e s t B a dg e
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HARVEST DETROIT
4.0 Harvest A rrow
x
x
x = 5 0 % W i dt h o f H a r v e s t A r r o w (e m s p a c e o f s u r r o u n d i n g c o p y )
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2.11 Identit y
Color Ma nagement We strive for simple, yet dignified, solutions. Our identity does not rely on complexity; so it’s best that we’re strict with our rules. Below are all of the colors that currently exist in our palette. On the current page you see the colors that are available for the primary Harvest Detroit mark.
D e t r o it S u n r i s e
Black Ha r vest
PMS 166 U
Hex E1 67 40
PMS Black 7 U
Hex 6C 68 64
Process 000 Cyan 057 Magenta 084 Yellow 002 Black
RGB 225 Red 1 0 3 Green
Process 058 Cyan 053 Magenta 060 Yellow 0 1 7 Black
RGB 108 Red 104 Green
064 Blue
100 Blue
W h it e H a r v e s t
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Opaque White
Hex FF FF FF
Process 000 Cyan 000 Magenta 000 Yellow 000 Black
RGB 255 Red 255 Green 255 Blue
HARVEST DETROIT
Here is our secondary palette that is used by our ex tensions. The primary colors are designated for other Harvest branches. While the lavender is reserved for our Healthy Living extension, and the greens are for the Harvest Market and memberships.
Port of Cleveland
H e a lt h y L iv i n g
PMS 301 U
Hex 28 62 8E
PMS 7664 U
Hex 94 96 CF
Process 1 00 Cyan 030 Magenta 002 Yellow 024 Black
RGB 040 Red 0 98 Green
Process 03 7 Cyan 0 3 1 Magenta 000 Yellow 000 Black
RGB 1 4 8 Red 1 4 7 Green 207 Blue
1 4 2 Blue
Fa ll in Flint
Shepherd Forest
PMS 201 U
Hex A1 57 60
PMS 450 U
Hex 7E 78 5A
Process 008 Cyan 089 Magenta 059 Yellow 022 Black
RGB 1 6 1 Red 087 Green
Process 034 Cyan 030 Magenta 080 Yellow 036 Black
RGB 1 2 6 Red 1 2 0 Green
096 Blue
090 Blue
Chicago Sunset
Herdsman Green
PMS 1225 U
Hex FF BB 4F
PMS 5835 U
Hex 93 8F 66
Process 000 Cyan 0 2 1 Magenta 082 Yellow 000 Black
RGB 255 Red 1 8 7 Green 079 Blue
Process 032 Cyan 022 Magenta 078 Yellow 0 1 9 Black
RGB 147 Red 143 Green 102 Blue
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HARVEST CHANGE
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2.12 Identity
M a rk A p p l i c a t i o n Now that you know our colors; here is a much more specific example of how they are applied throughout the identity. You’ll initially notice that with the typographic marks is perfectly acceptable for any version to use either our black or white. But only our specific branches may be used in their spot color; for Detroit, that happens to be our orange—Detroit Sunrise. We always strive for high contrast applications; if the page is blank, use the black. But with any texture, pattern, image, etc; that is where your discretion comes in; now you may dabble into the white and colored options. As long as you maintain the high contrast from the mark and surrounding elements, it should fit within our standards.
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2 . 1 2 I d e n t i t y (C o n t ’ d )
Mark Application Any Harvest Badge may only be used in its’ specified color options— the only exception being the standard “Harvest Change” badge that has both black and white variations. Also, badges may be placed on any background, so long as the badge retains its’ clarity and any pattern, image, etc; is not creating any direct visual competition.
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HARVEST DETROIT
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HARVEST CHANGE
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HARVEST DETROIT
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2.13 Identit y
Un a c c e p t a b l e T r e at m e n t
Any mark may only be applied
Do not apply any gradients or
All files are perfectly proportioned,
In order to maintain clarit y, and
in its designated color options.
other merriments to any mark.
while you may scale them; ensure
avoid any confusion please do
We provide all possible options,
proportions remain intact and do
not manipulate the hierarchy of
please stick to those.
not skew any mark.
any signature.
H A RV E ST D E TROIT
To avoid confusion and further
Please do not shift the orientation
Our identity is purely typographic;
You may not under any scenario
distinction, the national Harvest
of any decorative element. We are
therefore it is that much more
shift the alignment of any of our
mark may not be applied in any
working with subtlety, we do not
important that it never be set in
signatures. Don’t play god.
specified spot color.
want to call out the grain aesthetic
any other typeface other than our
present in our Harvest Arrow.
official faces.
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HARVEST DETROIT
When working with any element
Much like any of our typographic
With any par t of our identit y
For the sake of consistency, and
avoid any background or photo
marks, it is very important that
please do not apply any drop
clarity; do not ex trude or bevel
that becomes distracting. Change
any badge only be used in its’
shadows or other effects. We
any part of our identity.
the color, or mark. But do not just
designated color options.
have already applied distress
leave it.
to our provided files, we don’t want to go overboard.
While you may scale any badge
Branch specific badges must only
Any mark may only be applied
Let’s play I spy...so have you
to its’ minimum specification;
exist in their specified colors. You
in its designated color options.
found the problem yet? We’ve
ensure that your proportions
may not even use our white or
We provide all possible options,
changed the icon on the badge.
remain intact. Do not stretch
black for any branch badges.
please stick to those.
While it does work, to ensure
any of our marks.
clarity icons should never be interchanged between badges.
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2 .14 Ident it y
F i l e Na m i n g C o n v e n t i o n
M _ HDet_ PanP_T.eps File Ty pe
Key File Ty pe M Mark B Badge P Pattern
Branch
Branch HDet Harvest Detroit HNat Harvest Change H L i v Healthy Living HMkt Harvest Market H Fl t Harvest Flint HChi Harvest Chicago H C le Harvest Cleveland PLrg Large Tool Pattern PSml Small Tool Pattern
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Color Specification
Ve r s i o n
Color Specification K Black W White P Primary
Version S Standard (Worn) V Vector (Clean) T Typographic Only
Pan Pantone Con Converted
HARVEST DETROIT Pr ima r y Ma rk M_HDet _PanP_S.eps M_HDet _PanP_V.eps M_HDet _PanP_ST.eps M_HDet _PanP_V T.eps M_HDet _PanK _S.eps M_HDet _PanK _V.eps M_HDet _PanK _ST.eps M_HDet _PanK _V T.eps M_HDet _ConP_S.eps M_HDet _ConP_V.eps M_HDet _ConP_ST.eps M_HDet _ConP_V T.eps M_HDet _ConK _S.eps M_HDet _ConK _V.eps M_HDet _ConK _ST.eps M_HDet _ConK _V T.eps M_HDet _ConW_S.eps M_HDet _ConW_V.eps M_HDet _ConW_ST.eps M_HDet _ConW_V T.eps
Seconda r y Ma rk M_HNat _PanK _S.eps M_HNat _PanK _V.eps M_HNat _PanK _ST.eps M_HNat _PanK _V T.eps M_HNat _ConK _S.eps M_HNat _ConK _V.eps M_HNat _ConK _ST.eps M_HNat _ConK _V T.eps M_HNat _ConW_S.eps M_HNat _ConW_V.eps M_HNat _ConW_ST.eps M_HNat _ConW_V T.eps
Ha r vest Badge B_HDet _PanP_S.eps B_HDet _PanP_V.eps B_HDet _ConP_S.eps B_HDet _ConP_V.epsA B_HNat _PanK _S.eps B_HNat _PanK _V.eps B_HNat _ConK _S.eps B_HNat _ConK _V.eps B_HNat _ConW_S.eps B_HNat _ConW_V.eps B_HLiv_PanP_S.eps B_HLiv_PanP_V.eps B_HMk t _PanP_S.eps B_HMk t _PanP_V.eps B_HLiv_ConP_S.eps B_HLiv_ConP_V.eps B_HMk t _ConP_S.eps B_HMk t _ConP_V.eps B_HFlt _PanP_S.eps B_HFlt _PanP_V.eps B_HChi_PanP_S.eps B_HChi_PanP_V.eps B_HCle_PanP_S.eps B_HCle_PanP_V.eps B_HFlt _ConP_S.eps B_HFlt _ConP_V.eps B_HChi_ConP_S.eps B_HChi_ConP_V.eps B_HCle_ConP_S.eps B_HCle_ConP_V.eps
Tertiar y Marks + Patterns M_HMk t _PanP_S.eps M_HMk t _PanP_ST.eps M_HMk t _PanK _S.eps M_HMk t _PanK _ST.eps M_HMk t _ConP_S.eps M_HMk t _ConP_ST.eps M_HMk t _ConK _S.eps M_HMk t _ConK _ST.eps M_HMk t _ConW_S.eps M_HMk t _ConW_ST.eps M_HLiv_PanP_S.eps M_HLiv_PanP_ST.eps M_HLiv_PanK _S.eps M_HLiv_PanK _ST.eps M_HLiv_ConP_S.eps M_HLiv_ConP_ST.eps M_HLiv_ConK _S.eps M_HLiv_ConK _ST.eps M_HLiv_ConW_S.eps M_HLiv_ConW_ST.eps P_PLrg_PanP_S.eps P_PLrg_PanP_V.eps P_PSml_PanP_S.eps P_PSml_PanP_V.eps P_PLrg_ConP_S.eps P_PLrg_ConP_V.eps P_PLrg_ConW_S.eps P_PLrg_ConW_V.eps P_PSml_ConP_S.eps P_PSml_ConP_V.eps P_PSml_ConW_S.eps P_PSml_ConW_V.eps 51
3.0 TYPOGRAPHY 3.0 1 Primary Typeface
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3.02 Secondary Typeface
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3.01 T y pography
Pr i ma r y T y peface
This is Vitesse. W h i le we wi l l not t y pica l ly set body copy i n Vitesse; you ca n see that even at 8 poi nts, the t y pe rema i ns legi ble a nd defined . So i f you a re i n a tight spot a nd need to dip dow n , you cou ld easi ly accom modate a sma l l page headi ng.
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HARVEST DETROIT
It has a variety of different faces and is our primary typeface. Use this for display, keep it simple.
ABCDEFGHIJKLMNOPQRSTUV WX YZ a bcdefghijklmnopqrstuv wx yz 1 2 3 4 5 6 7 8 9 0 ! @ # $ %^& * ( )
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3.02
S e c o n d a r y T y pe f a c e
Forza is our secondary typeface, we use it for copy. It is actually the sans serif brother of Vitesse. You remember him, right?
Forza is quite geometric in shape; yet retains very fluid proportions and affirms its importance and dominance. Even when set at 8pt Forza remains highly legible; which is sort of important to us. And if you allow it room; it will do most of the setting for you. Forza is nearly as big of a deal as we are.
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HARVEST DETROIT
Let it breathe. ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 1 2 3 4 5 6 7 8 9 0 ! @ # $ %^& * ( )
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4.0 BUSINESS SYSTEM 4.0 1 Letterhead
60
4.02 Envelope
61
4.03 Business Card
62
4.04 Membership Card
64
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4.01 Business System
L e t t e rh e a d
French Paper Company Speckletone Madero Beach 51p0 x 66p0 70 lb. Tex t
Mr. James Quall; Harvest Detroit is a non–profit organization whose main goal is to provide free or reduced price produce to impoverished citizens living in Detroit through alternative agricultural means. Harvest Detroit specializes in converting abandoned lots and properties into urban farmsteads—alongside these
8/13 Forza +20 Tracking 0p7 Space After
efforts we grow our produce through alternative methods such as hydroponic systems in converted warehouses. We are an organization that takes sustainable to a completely new level—every minute detail is eco-friendly and exists within a circular system. When power outages occur in systems requiring lights, even our generators use vegetable oil as a means for fuel. We are unique in our mission—while there are similar groups like City Farm and Hantz Farms that are located in Detroit—no other organization approaches the problem as holistically. We start from the ground up, by creating jobs, educating citizens on the benefits of healthy diets, providing free or discounted produce, and cleaning and revitalizing vacant buildings and properties. We have the power to bring Detroit back to its’ former glory—but we do not stop there. Our plan is to expand our operations to other impoverished and forgotten cities. Eventually we will revitalize our urban landscapes and bring life back to areas left derelict and dying. Harvest Detroit is the beacon of light that so many have hoped for—the beacon of light with the power to change everything. Best Regards;
Notes;
Robert Hamilton Founder, Chief Officer
It is worth mentioning that our letterhead and stationary are all customized with a watermark that has been placed on all of our paper. It’s a subtle notion, and reinforces analog techniques.
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robert@harvestchange.org
4.02 Business System
Envelope
French Paper Company Speckletone Kraft
Robert Hamilton 1023 Woodward Ave. Detroit, MI 48205
Mr. James Quall 735 Schroder Dr. Apt. 345 Lake Orion, MI 48362
No. 10 Envelope 70 lb. Tex t 8/13 Forza +20 Tracking 0p7 Space After
Notes; After any envelope is sealed we like to stamp the back of the envelope with the appropriate badge for that branch.
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4.03 Business System
Business Card French Paper Company Speckletone Kraft 21p0 x 12p0 140 lb. Cover Forza +20 Tracking
Notes; Business cards are created by letterpress in bulk and later customized. It features unique name, title, phone number, and email address. Each card also features a data matrix that may be used by our Harvest mobile application.
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HARVEST DETROIT
Name
Address
Robert Hamilton Founder; Chief Officer
1023 Woodward Ave. Detroit, MI 48205
Phone
313.298.5555
robert@harvestchange.org
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4.04 Business System
M e m be r s h ip C a r d French Paper Company Speckletone Kraft 21p0 x 12p0 140 lb. Cover Forza +20 Tracking
Notes; Much like the business cards, membership cards are later customized with member name, membership number, membership level, and the creation date of the membership. All membership cards feature rounded corners to further distinct the two cards. Each card also features it’s own unique data matrix that allows integration with the Harvest mobile application.
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HARVEST DETROIT
Name
Member Since
Name
Member Since
Samuel Johnson
May, 2010
Cindy Marshall
May, 2010
Member No.
Membership Status
Member No.
Membership Status
#30567
Herdsman
#20245
Shepherd
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5.0 APPLICATIONS 5.0 1 Product Tag
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5.02 Healthy Living Card
70
5.03 Recruitment Brochure
72
5.04 Product Packaging
74
5.05 Work Wear
76
5.06 Merchandise
78
5.07 Billboard
82
5.08 Poster
85
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5.01 Applications
P r odu c t T a g s French Paper Company Speckletone Kraft 42p0 x 24p0 100 lb. Cover Forza +20 Tracking
Notes; Following the same format as our business cards, product tags would be printed in bulk and later customized. Each card features a unique data matrix that allows for inventory management, product information; it is even used as a barcode for the purchase of produce.
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HARVEST DETROIT
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5.02 Applications
H e a lt h y L iv i n g C a r d French Paper Company Speckletone Kraft 42p0 x 24p0 100 lb. Cover Forza +20 Tracking
Notes; This is a card that is part of our Healthy Living initiative. The cards are designed to be part of a series that aid in educating people on different facts and tip to improve their dietary habits. The cards would feature a variety of information—everything from recipes to interesting nutritional information regarding our produce.
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HARVEST DETROIT
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5.03 Applications
R e c r u it m e n t B r oc h u r e French Paper Company Speckletone Kraft 66p0 x 51p0 70 lb. Tex t
Notes; This promotional piece works to solve several goals. It first acts as a way to familiarize people with Harvest Detroit. Its’ second directive is to allow people to join Harvest Detroit as a member, donor, or volunteer. The detachable form works just that way, requiring users to only fill out the portions relevant to their level of involvement.
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HARVEST DETROIT
Become a member.
Who is Harvest? organization
So you’re interested in becoming a member?. You can
whose main goal is to convert abandoned lots and
Harvest
Detroit
is
a
non–profit
either drop this contact portion off or mail it in. But
properties into urban farmsteads—alongside these
once we have this, we’ll call you in for an interview and
efforts we take our produce and either sell it at a
figure out exactly how you can be a part of our family.
reduced rate for low income families, or completely give it away. Harvest Detroit is an organization that takes sustainable to an entirely new level; every minute detail is environmentally conscious —even
Name
City, State
in the event of a power outage, our generators are run with recycled vegetable oil.
Phone
Our “customer base” is actually wider than one might imagine at first glance. While obviously serving families with either low or no income, Harvest Detroit is actually creating jobs which extends the benefits from just the end consumer to essentially anyone in Detroit that is in need of work. And in a city with unemployment rates sitting right around 30% —creating any job opportunities in Detroit is a noble effort, but creating jobs in a manner that also services the public is commendable. Creating jobs and generating profit by means of selling produce helps reinforce the idea of a completely autonomous and self servicing organization. Though Harvest Detroit still relies heavily on donations and sponsorships, generating small profits eases typical
Become a donor. You like what we’re doing, you’d love to help, but can’t find the time? We do work on donations; if you’re interested, you can fill out this additional information and you’re one step closer to helping us achieve our goals, we live for people like you. We were even in your position just years ago, and look what we’ve done!
I w a nt t o joi n ;
Type (personal, corporate, etc.)
Donation Amount
$
financial burdens and helps ensure a successful future for their efforts and overall awareness.
We need you. One way or another, we need you. Whether you are the individual that will consume our produce, a sponsor, or one of those courageous individuals that comes out and gets their hands dirty. You are an important
Become a volunteer. You want to bring in the biggest impact; yourself. It’s people like you that make this happen; tell us how you’d like to get involved and we can go from there!
part of this process—so if you’re interested, use the form on right, it’s perforated, and the more involvement you have, the more form you will need to fill out. Big impacts take a little more planning, but we didn’t think you’d mind.
b y d o n at i n g ;
application form
my t i m e . harvestchange.org
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5.04 Applications
Product Packaging We are about being environmentally responsible; we stand for cutting costs, not corners. This is why we’ve standardized our product packaging across our various branches. When new equipment, seeds, etc; are shipped to Harvest Detroit; or any other location; they come in a standardized Harvest cardboard box. All boxes are repurposed and then printed with our Harvest Badge, pattern, and mark. As for individual market locations; we encourage members to bring their own bags and boxes to transport any produce. It helps keep overhead low but also encourages recycling. When members bring in a box, we will put one of the following stickers on the box to signify that they’ve completed their purchase; and it also is a quick and efficient way for us to leave our mark when recycling boxes.
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5.05 Applications
Wo rk We a r If you work for us, we’re always willing to work for you. Which is why we’ve created a line of work wear clothing. For our employees and volunteers we have hats, shirts, gloves, etc; that all feature the Harvest Badge.
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5.06 Applications
M e r c h a n d i se Volunteering isn’t the only way to become a part of our family; so we wanted to create a line of items specific for individuals that just want a piece of the magic for their own. These items would be available to purchase at any branch, but would also be given away as an incentive to our incredible donors.
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5.07 Applications
B i l l bo a r d
In various locations throughout Metro Detroit we have erected billboards to help raise awareness simply through branch recognition or utilizing our tagline. Our environmental pieces would service the goal to both raise awareness and help explain the potential impact that we can create.
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5.08 Applications
Poster
Much like our billboards, we also have a series of posters used in bus stops to help create buzz and recognition. Without giving away too much information, the posters deliver just enough content to spark the curiosity of its viewer.
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6.0 DIGITAL APPLICATIONS 6.0 1 Website
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6.02 Mobile Application
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6.03 Mobile Station
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6.01 Digita l
We b s it e The key goals to our website are to keep individuals connected to our organization, and provide a quick and easy resource to discover information. We aimed to keep a very surface level experience for the sake of clarity; while the site does retain its depth, it loses any unnecessary convolution. Users are allowed the opportunity to see all of our locations, events, recent news, and even our healthy living tips. We also have provided background as to who we are while also including online forms to apply for membership, make a donation, and also a sign up for volunteering opportunities.
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Home The home page filters content from events, healthy tips, etc; to the top of the architecture for easy consumption. The page also features quick links for donation forms and links our to our social media profiles.
W ho is Har vest
Our Impact
Healthy Living
Answers this question;
Shows the change that
Delivers tips, recipes,
provides background
Harvest Detroit can
etc; to help improve
profile information.
make; also includes
the overall health and
photo gallery.
living of our members
Join The Cause Become a Donor Apply Today Provides the proper form for your level of connection, also
Branches
Contact Us
Details the current
Provides the quick
branches of Harvest
and easy contact
while providing links to
information for
individual detail pages
Harvest Detroit.
for each branch.
providing links to event information.
Events
Branches (Detail)
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change; your life.
Search
Who is Harvest Our Impact Healthy Living
Join the Cause Become a Donor Apply Today
Branches Contact Us
Events
Locations
3rd Annual Family Fest
It’s hard to believe that it’s that time of the year again; our Annual Family Fest! It’s our first harvest and we’d love to have your family out for free food and activities for all ages. We work hard and play just as hard.
©2012 Harvest Detroit
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Who is Harvest
Our Impact
Healthy Living
Harvest Flint Opens Healthy Living
A New Year and a New You
Slimming down is one of the most common resolutions. We’ve compiled some of our best tips to help your journey to a new, healthier you.
Join the Cause
Donate
Apply Today
Branches
Contact Us
Just one year ago we began Harvest Detroit. One year later; thousands of lives touched and we’re already expanding. Just this past week a new branch opened; Harvest Flint is now taking applications!
HARVEST DETROIT
change; for the better.
Search
Who is Harvest Our Impact Healthy Living
Join the Cause Become a Donor Apply Today
Branches Contact Us
Become a Donor Playing Your Part
We understand that not everyone has the ability Detroit prosper. But that doesn’t mean that you able to provide financial support you’re still doing more than your part. No donation is too small or less important than any other. There are an incredible number of expenses that need to be taken care of at any given moment. So without people just like yourself we would cease to exist.
How it’s Done
All that it takes is either just a couple of minutes online by filling out our online form; or if you want you may do so in person at your local Harvest branch. But if you’re thinking about taking that next step; let us assure you—you won’t regret it. Not only is your donation tax deductible; we will send you some gifts based on the monetary value of your donation. Regardless of amount everyone will receive a personalized Thank You Card. As your donations increase so do the incentives; our selection of gifts ranges from windbreakers to water bottles and everything in between!
Donate Online
Donating is now easier than ever; with two not to. By clicking either link below you may either donate through our own Harvest Billing System or at your choice; use your current Paypal account. All you need to do is enter the value of your donation and click either checkout button to continue. It’s as easy as that!
$ Your Donation
Harvest Checkout
©2012 Harvest Detroit
Who is Harvest
Our Impact
Healthy Living
Join the Cause
Donate
Apply Today
Branches
PayPal Checkout
Contact Us
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change; for the better.
Search
Who is Harvest Our Impact Healthy Living
Join the Cause Become a Donor Apply Today
Branches Contact Us
Branches Detroit
Flint
Chicago
Cleveland
The first Harvest branch to ever open. This was where all of the magic began.
Opening its’ doors only 6 months after Harvest Detroit. Harvest Flint is our second largest branch.
The first branch to leave Michigan. With over 1,500 interested members, Chicago may be our largest and fastest growing location.
Harvest Cleveland is the next planned branch to open. With early applications still coming in day by day Cleveland is very promising.
Founded; 2011 Members; 2,372
Š2012 Harvest Detroit
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Who is Harvest
Our Impact
Opening; Fall 2012 Applications; 1,500+
Founded; 2011 Members; 860
Healthy Living
Join the Cause
Donate
Apply Today
Branches
Contact Us
Opening; Spring 2013 Applications; 250+
HARVEST DETROIT
Detroit
Flint
Chicago
Cleveland
Who is Harvest Our Impact Healthy Living
Join the Cause Become a Donor Apply Today
Branches Contact Us
Harvest Chicago Opening; Fall 2012 Applications; 1,500+ Branch Supervisor; Tim Meadows
Market Hours; Weekdays; 8am. – 8pm. Weekends; 10am. – 4pm.
The first branch to leave Michigan. With over 1,500 interested members, Chicago may be our largest and fastest growing location. Featuring larger areas of land than any other location; Harvest Chicago can easily be utilized as a hub for storage, distribution, etc. Not only does it strengthen our goal but also ensures and eases further expansion.
Class Schedules; Healthy Living; Mon., Wed., Fri. Youth Classes; Mon. – Fri. Volunteer; Mon. – Fri. Green Thumbs; Mon. – Fri. Kids Corner; Mon. – Fri.
HARVEST CHICAGO 220 East Chicago Ave, Chicago, IL 60611 Contact Us Hello@Chicago.HarvestChange.org
Chicago.HarvestChange.org 312.555.3166 If you’re interested in staying up to date on all of the latest Harvest Chicago updates, subcribe to our mailing list! Harvest Mailing List
change; your mindset.
©2012 Harvest Detroit
Who is Harvest
Our Impact
Healthy Living
Search
Join the Cause
Donate
Apply Today
Branches
Contact Us
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6.02 Digita l
M o b i l e A p p l i c at i o n Our mobile application is available for all to use; but the main purpose
The app also has built in functionality that allows users to scan any of
of the app is to become an invaluable tool for our volunteers and
the miniscule data matrix codes that are found throughout our various
employees. The app is a swiss army knife of sor ts that allows our A
collateral. These information rich codes aid usability in any digital
employees to communicate internally, keep an up to date calendar,
task that needs to be completed—which is essential to minimize the
ser ve as a member director y, manage inventor y, and even use your
amount of time that our employees need to spend using said devices;
mobile device to complete member transactions.
but also reduces the margin of error associate with user input.
The application alone can actually run an entire branch; this functionality
The interactions between codes and the application include updating
is incredibly important as it allows for the utmost mobility and a tight,
personal information, updating and checking inventory, member
consistent infrastructure. This decreases security issues with an
purchases, linking directly to our tips, and a wealth of other common,
entire network of computers that would need to sit at any location. It
and repetitive tasks.
just makes sense for us.
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Profile (Home) The initial profile page details the current logged in user. It has a snapshot of their upcoming schedule, and any incoming messages. The initial navigation features a sliding detailed nav, and a button that allows quick access to the checkout process from any screen.
Checkout
Scanner
Inventor y
Messages
Calendar
This is a hard link on the
A quick scan feature
This is where employees
This is the main center
Here normal users
main navigation that
that easily allows you to
will be able to gain inside
of communication for
may view and follow
This is simply a directory
connects you to the
find exactly what you’re
knowledge in terms of
all employees.
specific events. But if
of all members and
checkout process.
looking for without any
inventory management.
you are granted admin
employees. Profiles
privileges, you can
contain identifying and
even create events
contact information.
extra input.
Employees Mem bers
from this page.
Products
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Messages
Events
Profiles
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6.03 Digita l
M o b i l e S t at i o n Not all of our members necessarily have access to smartphones to use the Harvest mobile application to stay up to date on all of their profile details. And it is still even a stretch to assume that all of them even have internet access. This is why the Harvest Mobile Station was created. The mobile station lets members scan their cards to gain access to their account information, check out the latest tips, and even see the current produce that Harvest branches are offering. By simply mounting an iPad into a mobile podium, we have created a mobile and fun way for people to stay up to the minute with their accounts. The navigation becomes much more goal oriented as to ease any potential confusion and shorten the average time spent using the station per member.
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Scanner // Account Status (Home) Initially the mobile station acts simply as a scanner. But once the user has scanned their membership card, they are taken directly to their Account Status page; once they exit the page the station rever ts back to its initial state.
Account Status
Scan Code
Current Har vest
Check Directory
Healthy Living
Acting much like the
A quick scan feature
This page details the
This acts simply as a
This page is updated
profiles of the mobile
that easily allows you to
current crop offerings
directory to contact
with new information to
application; the account
find exactly what you’re
within the specific
various staff members
promote healthy living.
status page details all
looking for without any
Harvest branch.
within a particular
It acts much like a digital
information associated
extra input.
Harvest locale.
file of all possible tips,
with your membership.
tricks and recipes.
Products
Profiles
Health Tips
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7.0 PROCESS 7.0 1 Research
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7.02 Naming
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7.03 Mood Boards
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7.04 Mark Development
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7.05 Applications
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7. 0 1 P r o c e s s
Resea rch When it came to initial research, I was looking for nonprofit organizations all throughout Michigan. Admittedly I was looking at organizations with terrible names and poor design—but there was a third, and essential qualifying factor. They must resonate with my personal beliefs and values. Then I found, “Feed the D.” It was perfect, a match made in heaven. Having grown up in the Detroit area, I’m familiar with the current problems and ongoing concerns—and an organization that set out to fix these issues just made sense.
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At that point I went and researched all competitive and comparative organizations across the globe. Fortunately, there were not any organizations that had quite the scope and potential of what would soon become Harvest Detroit. So after countless notebook pages, hundreds of bookmarks and a long list of things I want to avoid. I was ready to begin the naming process.
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7. 0 2 P r o c e s s
Na m i n g When I started the process of renaming “Feed the D” it was important for me to consider several things. One, I wanted to avoid very obvious naming implications—no use of farm, green, etc. I also wanted a name that implied strength, national clarity—as “Feed the D” is only locally relevant—and something with the potential for expansion. From the very beginning I had intentions that whatever form the organization might begin taking; it would be something that would not be limited to just Detroit. Their impact would become wide reaching.
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7. 0 3 P r o c e s s
M ood bo a r d s After much deliberation, I was at the point in which I uncovered some of the visual direction that was beginning to manifest in my mind. There was an emphasis in the process in which the identity is derived. And how it begins to live on both the printed page and the digital canvas.
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7. 0 4 P r o c e s s
M a rk D e v e l o p m e n t Once my ideas were collected I began the process of putting all of the research, inspiration, rambled notions, all into one identifying symbol. Through initial thumbnails and heavy rounds of both digital and sketched iterations I worked to distill the very essence of Harvest Detroit. This is less than one quarter of that process.
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Harvest Detroit
Harvest Detroit
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Harvest Detroit
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Hoe (Updated)
Shovel
Scythe
Ditching Knife
Pitchfork
Crook
Prolonged Rake
Muck Rake
Ferreting Spade
Plough Staff
Beet Fork
Turnip Chopper
2 Prolonged Hay Fork
Sheep Dip
Ditching Spade
Potato Fork
Drain Spade
Chaff Fork
Weed Hook
Plank Hook
Adz
Bull Leader
Barley Fork
Rutter Spade
Hay Rake
Carrot Fork
3 Pronged Hay Knife
Peat Digging Spade
7. 0 4 P r o c e s s
Tool I l lu st rat ion s After not remaining unsatisfied I needed to push hand tools and see how far it could go. The result; a series of thirty tools.
Ditching Spade
Barley Hummeler
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7. 0 5 P r o c e s s
Applications
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