BRAND GUIDELINES
2015
COOPERATION
BENEFIT BOTH YOU AND ME AND OUR NEXT GENERATION.
COLLABORATION
IS THE FOUNDATION UPON WHICH WE BUILD OUR FUTURE.
TEAM BUILDING
KNIT US TOGETHER SO EVERYONE ACHIEVE MORE.
01 OUR PAST History Timeline Old look
TABLE OF CONTENT
02 THE EVOLUTION New vision Mission New look Our competitors Out audience
03 NEW IDENTITY Logo sketch New logo Logo anatomy Proper logo usage Improper logo usage
04 NEW BRAND SYSTEM Typography Color palette Stationary
05 BRAND EXTENSION Future extension Building futures Inspire the individual Influence the family Activate learning in school Improve the workplace Connect the community Build a better world
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OUR PAST History Timeline Old look
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HISTORY Founded in 1860, Milton Bradley Company is the oldest game manufacturer in the United States. Over the years Milton Bradley has marketed such classics as The Game of Life, Candy Land, Chutes and Ladders, Twister, and Yahtzee.
Founded in 1860, Milton Bradley Company is the oldest game manufacturer in the United States. Over the years Milton Bradley has marketed such classics as The Game of Life, Candy Land, Chutes and Ladders, Twister, and Yahtzee. Bradley was interested in education and was very active in the new “kindergarten” movement. He produced many games aimed primarily at children, often depicting animals and sometimes based on popular folk stories. He sold a wide line of school supplies and optical toys in addition to educational games for youngsters and their families. In 1876 he was awarded the Medal of Excellence at the Centennial Exposition—“the first award ever made for ethical teaching of children through play”. The company opened a New York office in 1892, and by 1903 had offices in Kansas, Atlanta, San Francisco, Philadelphia, and Boston. Milton Bradley the man died in 1911, but his company continued through the 20th century. In 1920, Bradley bought McLoughlin. For a short time following its purchase of McLoughlin, Milton Bradley
Company reproduced a few McLoughlin games under the Milton Bradley label. In some cases, the cover of the game was changed but the board remained exactly the same. In other cases the Bradley games, board and box, are exactly the same as their McLoughlin counterpart. The company was prolific. Many of Milton Bradley’s early games were what we now call “dexterity” games, like tiddley winks or ring toss games. Most early Bradley games were not dated and the numbering system is unreliable for determining original dates of manufacture.\ Many Bradley parlor games of the period showed at least six people on the cover, suggesting the game was suitable for all ages; often both
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TIMELINE 1890
1860
Milton Bradley Company began to define itself as an educational supplies company.
Milton Bradley moved to Springfield, Massachusetts, and set up the state’s first color lithography shop.
1869
Bradley became involved in the Kindergarten movement.
1891
1861
Milton Bradley deceased.
Bradley became convinced board games were his company’s future.
1879
George Tapley took over as president of the Milton Bradley Company. Milton Bradley continued as the driving force behind his company.
1960
The company began to look overseas for new markets by signing licensing agreements with European toy makers in England and Germany to manufacture the company’s products.
1980
The company began to look overseas for new markets by signing licensing agreements with European toy makers in England and Germany to manufacture the company’s products.
1920
The company’s aging factories could no longer keep up with its huge variety of products, and clever new games appeared less and less often. Company’s primary source of income is colored wax crayons.
1968
James J. Shea began a major renovation of the Milton Bradley plant by burning old inventory that had been accumulating since the turn of the century.
1941
James J. Shea began a major renovation of the Milton Bradley plant by burning old inventory that had been accumulating since the turn of the century.
1941
Acquired by Hasbro.
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THE LOOK OF THE OLD MILTON BRADLEY The following pictures present the old personality of Milton Bradley. Before, the brand had a cozy and warm feeling. Milton Bradley was the first board game company in the U.S. Through board games, we can have fun getting together with family or friends and laugh the night away.
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“ Even
the darkest night will end. And the sun will rise. ” — Victor Hugo (French poet)
We have gone through a downturn, it’s time for change. The process will have upheavals and setbacks. We still hope to break through challenges and embrace a brighter future for the new Milton Bradley.
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THE EVOLUTION New vision Mission New look Our competitors Out audience
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“
“
We must, indeed, all hang together or, most assuredly, we shall all hang separately. ” —Benjamin Franklin (American Politician)
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NEW VISION Helping people build the skills of cooperation, sharing, compromise, and encouragement, all of which are essential elements for developing a sense of community.
Today, Milton Bradley is not just a board game company. We now offer a wild variety of innovative ways to learn cooperation, collaboration and team building through fun. Author John C. Maxwell says, “Teamwork makes the dream work.� We believe that. Cooperation is important because it allows people and groups to work together to achieve a common goal or derive mutual benefits. Cooperation exists at many levels and takes place between individuals and on a global scale. The new Milton Bradley provides services, environments, products, event,s education and experience to enhance cooperation for everyone.
CONTRIBUTION COOPERATION PARTNERSHIP
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Promoting
COORDINATION, COOPERATION and
TEAM BUILDING through
FUN
MISSION We want to foster fun and cooperation for people of all ages so that we can build a more humonious community.
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THE LOOK OF THE NEW MILTON BRADLEY The following pictures present the personality of the new Milton Bradley. Now, Milton Bradley is helping people to harness their cooperative advantage to build a better community.
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OUR COMPETITORS
HIGH COLLABORATION
Sunol Paintball K1 Speed
Lego
Days of Wonder
Zynga
Asmodee
Z-Man Games
Hasbro
Fisher Price
Spin Master Games
Nerf
Pressman Toy
Disneyland Knott’s Soak City
LOW COLLABORATION
Mini Golfland
Playstation Network
DIFFICULTY ACCESS
EASY ACCESS
Mattel
HIGH CREATIITY
K1 Speed
Zynga
Lego
Playstation Network
Hasbro Z-Man Games
Asmodee Mattel
Fisher Price
Mini Golfland
Nerf
Pressman Toy
Spin Master Games
Disneyland
Sunol Paintball Knott’s Soak City
LOW CREATIVITY
We have create a new innovative Milton Bradley accessible to everyone. In other to show what makes Milton Bradley unique from others, the brand competitor charts indicates Milton Bradley is growth from a board game company to an enterprise building cooperation for everyone. By comparing Milton Bradley with its competitors, you can see our change very clear. We want to make Milton Bradley accessible for everyone. We evaluated our competitors, ranging from entertainment, outdoor activity, online games, board games, education program, etc.
HIGH INTERACTIVITY
LOW iINTERACTIVITY
Days of Wonder
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“
A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. ” — Kenneth B. Elliott (Vice President, Studebaker)
PEOPLE WE CARE ABOUT Milton Bradley promotes cooperation for our audience through sharing and working together. We emphasize contribution to the greater good and promote social responsibility.
THE TEACHER
THE CRAFTSMAN
Dominique Valentino
David Fein
22 years old Single Kindergarten teacher
30 years old Single Box builder
Last weekend, there were two students fighting in her class because both of them wanted to help the teacher bring heavy books to the office. She told both of them to bring half the books and it would be easier, but her students need to learn cooperation but she is comfused about how to design the lesson plan. So she does research through the Internet to find cooperative teaching material.
He has lived in a small town for his whole life and never traveled to other countries. Recently, he got a new project to work with people from Asia, so he is worried about cooperating and communicating with them. He is shy about talking to other people. He is worried about working with other people, so he goes to a conversation club to practice his speaking skills.
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THE CREATOR
THE EXPLORER
Jenny Garcia
Daniel Brown
5 year old girl Has an 3 year old brother Preschool student
50 years old Married CEO
Jenny always snatches her brother’s toy because she thought her mother favored her brother. She thinks she is older than her brother so she can control him. Her mother wants to join some events to improve the relationship between Jenny and her little brother.
Daniel is a successful business man. He likes to work with young adults because he thinks they are energetic and passionate about work. He gives three research fellowships a year. Next month his company needs to attend the yearly trade show in Las Vegas. He is wondering how can he change boring trade shows to become more attractive.
THE NERD
THE NURTURER
Brian Roman
Joanna Davis
26 years old Single Grad school student studying chemistry.
32 years old Homemaker Married
When there are group projects he always does everything for his classmates. He likes to do things alone because he thinks communicating with others is hard. He thinks there is no one smarter than him so he doesn’t want to work with others. However, he met a girl and he wants to date her but the girl wants to finish her thesis first. Brain wants to cooperate with her and help her, but he doesn’t know how can he do it.
Joanne has 5 year old and 10 year old kids. Her husband is in the army and has been garrisoned in Iraq for half a year. Her children are not familiar with their father because they don’t have time to play with him. She a Community center to help the community become better.
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NEW IDENTITY New logo Logo anatomy Proper logo usage Improper logo usage Clear space
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Our new identity presents the harmony of people. When people cooperate, they will build a better community. Our symbol represents innovation, with the component of a system working together.
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OUR NEW LOGO
Milton Bradley was established in 1860. The old Milton Bradley mark represents fun and friendlies, so it use a bold San serif typeface with smalt blue and guardsman red that gave it a feeling of joy. We are launching a new strategy and also a new logo. The New Milton Bradley logo is playful and represents our new mission of cooperation, collaboration and team building through fun.
The Symbol in the logo was inspired by people holding hands and working together. We use a simple “V� Shape and circle to represent people and put it in a honeycomb shape. The honeycomb references bees and as we know, bees are insects which represent cooperation.
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One Color
White on Black
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LOGO ANATOMY SYMBOL
LOGOTYPE
The Milton Bradley symbol can be used either with or without logotype. It can e presented on a multi-color or black and white background. In the following pages, we have clarified how to correctly use the symbol in many ways and how to use the symbol with it is presented in the logo in either very large or small spaces.
Our logotype uses a sans serif typeface. Our typeface is based on Century Gothic with some personality added to some letters, like “b”, “a” and “d”. We want to present our brand in a more friendly way so we decided to use circular letters to make it more charismatic. Also, we used lowercase instead of used uppercase because it can create more harmony for our brand.
32x
x 2.5x
28x
5.5x 1.5x 9x
10x
60째 60째
60째
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PROPER LOGO USAGE Below are examples of correct logo uses. Since logos are such an important part of brand recognition, we have outlined the proper and improper usage for our logos.
Primary logo | logo 1
CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration and centered. Color logo on white backgrounds
Alternate logo | logo 2
LOGOTYPE Logotype without the graphic mark. Use when space doesn’t allow for the graphic mark, when reproduction quality fails at small sizes, for the web, or if the design calls for a simpler logo.
Alternate logo | logo 3
HORIZONTAL LOGO Graphic mark to the left of the logotype. Use this option when space doesn’t allow for the primary logo’s vertical configuration. Ideal for placement on the left side in compositions.
Alternate logo | logo 4
LOGO ON IMAGES AND COLOR BACKGROUND Our logo or background color basic on Milton Bradley color palette. Use a white logo on color backgrounds. Our logo may also be used on an image background. Use an 60 percent gray logo for use on light colored backgrounds, and an all-white version for dark backgrounds.
White logo on color backgrounds
Light-colored, uncluttered imagery
Dark-colored, uncluttered imagery
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IMPROPER LOGO USAGE The Milton Bradley logo is designed for specific uses to maintain consistency and the integrity of our brand. Here are some examples of how not to use the logo.
Don’t rearrange the logo elements.
Don’t change the proportions between the symbol and logotype
Don’t rotate the logo
Don’t stretch the logo
Don’t create a gradient logo
Don’tuse non-approved colors
Don’t outline the logo
Don’t add a drop shadow to the logo
Don’t use the symbol as a holding shape for imagery or graphics
Don’t create a pattern with the logo
Don’t mix colors from the palette
Don’tplace the logo on a color without sufficient contrast
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CLEAR SPACE The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility. These illustrations show the clear space around the approved logos. The clear space around the logo is equal to the circle radius of the graphic mark. No graphic elements, including patterns, photos or colors (other than approved colors) can be used in the clear space.
32x
x 2.5x
28 x
5.5x 1.5 x 9x
10 x
x 2x 7x 2x 11x
66x
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NEW BRAND SYSTEM Typography Color palette Stationary
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“
A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is. ” — Scott Cook (Founder, Intuit)
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TYPOGRAPHY Type plays an important role in Milton Bradley’s identity system and should be used consistently. To help ensure that all of our visual communications are consistent, we provide the following guide to help with the correct usage.
Mm Montserrat Bold is used for all headlines and titles.
Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
Montserrat Bold Montserrat Regular is used for quotes.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
Mm Lato Regular is used for Subtitle and bodytext.
Lato Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
Lato Light Lato Light is used for note.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
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COLOR PALETTE We use harmonious color combinations with green and orange as our principle colors. Orange for a community feel; green for a natural, fresh and light feel. In addition, there is a supporting color palette for when communications have a consumer or business focus.
Primary Colors
C85 M0 Y13 K20 R32 G204 B178 HEX#1fccb2 Pantone 333 C Matt 3268M Coated C8 M50 Y38 K0 Uncoated C100 M0 Y40 K0
C0 M34 Y74 K2 R250 G164 B65 HEX#faa441 Pantone 1365 C Matt 157M Coated C0 M55 Y75 K0 Uncoated C0 M40 Y80 K0
C0 M15 Y84 K3 R247 G209 B40 HEX#f7d128 Pantone 7404 C Matt 116M Coated C0 M14 Y80 K0 Uncoated C0 M5 Y100 K0
C0 M73 Y88 K0 R255 G69 B30 HEX#ff451e Pantone Bright Red C Matt Warm Red M Coated Red032c Uncoated C0 M100 Y70 K0
C89 M40 Y0 K41 R17 G90 B151 HEX#115a97 Pantone 7685 C Matt 302M Coated C100 M45 Y5 K18 Uncoated C100 M10 Y0 K20
C10 M6 Y0 K9 R209 G204 B178 HEX#d1dae9 Pantone 9381 C Matt 536M Coated C30 M5 Y3 K0 Uncoated C21 M9 Y0 K0
Secondary Colors
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BRAND EXTENSION Future extension Building futures Inspire the individual Influence the family Activate learning in school Improve the workplace Connect the community Build a better world
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“
Focus on building the best possible business. If you are great, people will notice and opportunities will appear. ” — Mark Cuban (Owner, Dallas Mavericks)
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FUTURE EXTENSIONS For the past 124 years Milton Bradley has been a brand dedicated to family fun product that help family and friends have a great time together at home. However, Milton Bradley was a brand just simply making products. Actually, they can be involved in so much more. The new Milton Bradley still keeps the old Milton Bradley mission of having fun with family and friends, but we bring back the original spirit from Milton Bradley designed the first board game. Milton Bradley wants kids to learned cooperation through the process of playing board games. So, the new Milton Bradley brings back the cooperative thought and still lets people have fun. We can channeled our mission from the personal to global and it can be categorized in six general classifications: services, products, environments, education, events and experience.
Inspire the individual
Influence the family
Activate learning in school
Build a better world
Connect the community
Improve the workplace
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BUILDING FUTURES INDIVIDUAL Volunteering Studio Cafe
SCHOOL Vocational training program to build community Workshops Scouts Program Cooperation Learning Resource
FAMILY Cooperation Team Building theme park Family Association Co-operative Games Camp Association
PRODUCT
SERVICE
ENVIRONMENT
COMMUNITY Bring People Together Website Urban Rural Exchange Program Help Plan Community Community Festival Milton Bradley Hub
WORKPLACE Bring Adventure to Your Office Cross-border cooperation development Co-Worker Network app
GLOBAL Improving life Campaign Milton Bradley entertainment international network
EXPERIENCE
EVENT
EDUCATION
Inspire the individual
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STUDIO CAFE Milton Bradley provides a great central location in different cities for meetings, people watching, or just hanging out. We see the Studio Cafe as a fun and evolving platform for creation that can power your startup and work for your goals, as well as our own. We’re here to give you an excellent environment in which to create and prosper. Let us know how we can help improve your experience in any way. We also provide a collaborative space that has flexibility to be many things from a private, focused space for team meetings, or an open space for presentations and slide-shows.
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VOLUNTEERING Milton Bradley Volunteer Center connects individuals, nonprofits and businesses with opportunities and resources needed to support local communities. Milton Bradley Volunteer Center works closely with agencies to provide thousands of opportunities for volunteers of all ages. We offer a wide range of resources, consulting and training services, and provide a strong network for organizations in the area. We are here to strengthen and improve local communities through these main channels.
Influence the family
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Cooperative Games
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With Milton Bradley Cooperative Games, people can learn to deal with stressful situations and understand the importance of working together as a team to be successful. Suggested materials that can help teacher and parent encourages children to engage in cooperative play are board games, dollhouses, parachutes and flexible flyers. These games allow students to become leaders, followers, and peacemakers at different times; however, they will all be provided with the opportunity to learn and shine.
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FAMILY ASSOCIATION Milton Bradley Family Association is a private, non-profit, non-sectarian agency funded by Milton Bradley, empowering individuals and families to transform their lives and strengthen their community. We have Family retreats which can provide families with the opportunity to reconnect as a family. We are bringing families to beautiful outdoor locations in order to provide fun family-oriented activities and the ability to spend quality time together.
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CAMP ASSOCIATION Youth development experts agree that children need a variety of experiences in their lives to help them grow into healthy adolescents and adults. The camp experience is uniquely positioned to provide all of these developmental needs for children. Miltion Bradley camp association is the perfect partner to family, school, and community youth activities in helping your child learn cooperation, decision making, social and emotional skills, character building and values all in an atmosphere of creativity and enrichment under the supervision of positive adult role models.
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COOPERATION TEAM BUILDING THEME PARK Milton Bradley team building theme park focus on team building and strengthening people’s cooperation. In the theme park people must be engaged and cooperation must be practiced, and often. All team building amusement equipments can promote cooperation and communication, most importantly we provide a fun and educational place. One of education’s primary goals is to groom people to succeed in the “real world.”
Activate learning in school
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VOCATIONAL TRAINING PROGRAMS Milton Bradley vocational training program uses the power of creativity, design, and hands-on building to amplify the raw brilliance of youth, transform communities. Our programs teach rigorous design iteration, tinkering, applied arts and sciences, and vocational building skills to give young people the creative, technical, and leadership tools necessary to make positive, long-lasting change in their lives and their communities
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WORKSHOP Milton Bradley provides a Cooperative Learning Workshop. We want to pump up fun, friendships, and love of learning with Class Building and Team building. We will connect with communities and provide an environment where all students are accountable for complete engagement. Like panting the wall for the city or gardening to make the community more beautiful.
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SCOUTS PROGRAM Milton Bradley Scouts Program use progressive experiences to prepare youth for adulthood. Through camping, hiking, service projects, and other outdoor activities, youth learn skills that will help them overcome obstacles and challenges with courage and character throughout their lives. As they grow as leaders, they learn cooperation and teamwork, as well as the importance of being active members of the community.
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COOPERATIVE LEARNING RESOURCES In the late 1860s, Milton Bradley was involved in the Kindergarten Movement. So, Milton Bradley cared about children’s educational development. We think cooperative learning is a powerful teaching strategy that’s more than just a passing fad. Research has shown that when implemented properly, students in cooperative learning classrooms outperform their peers in traditional classrooms. The key is knowing how to implement the strategies to foster interaction while making sure all students are held accountable. Cooperative learning products include teaching guides, worksheets, flash cards, videos and hand-on toys.
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“
What children can do together today, they can do alone tomorrow. ” —Lev Vygotsky (child psychologist)
Improve the workplace
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BRING ADVANTURE TO YOUR OFFICE Whether you’re looking for an effective team building and leadership training experience or a hassle-free day to relax and enjoy the outdoors with your co-workers, Milton Bradley has the program for you. We are the corporate team building and offsite adventure specialists! Effective teamwork is certainly the most important element in successful and productive companies. Participating in one of our unique team-building events will surely increase company morale which leads to an increase in employee productivity
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CO-WORKER NETWORK APP This app provides a way to encourage real world interaction by finding partners to work with on projects. Milton Bradley has built an awesome community of entrepreneurs, free lancers, crafts people, creatives, writers, designers, teachers and financial professionals, and now we are helping people meet some of these other people around them to work together.
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CROSS-BORDER COOPERATION DEVELOPMENT Milton Bradley encourages cross-border cooperation, helping companies from different nation work together. We provide a cross-border agency to help company have a way to work easily with other nations’ companies. In our agent group we have translators, financial professionals and cultural experts to help our customers.
Connect the community
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BRINGING PEOPLE TOGETHER WEBSITE Milton Bradley provides a website to promote neighbors getting together to learn, do and share and make their community better. Because of scientific and technological progress, the relationship between local people have become complicated. Interactions among people can be cold and detached nowadays. Milton Bradley believes that through our “ Bringing People Together Website� we can bring people closer to each other and strength the community better. For example, we encourage communities to hold events and through these events citizen can raise money and then contribute to the community. Through this process people in the community will become closer.
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URBAN RURAL EXCHANGE PROGRAM Urban Rural Exchange Program is a cooperative program .This Program is designed to help youth gain an understanding of natural resource management issues from both an urban and rural area perspective. The exchange is also designed to help students develop a camaraderie and spirit of friendship with families from rural area who are involved in natural resource management.
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COMMUNITY FESTIVAL Milton Bradley realizes the importance of interacting with local residents as a member of the community. Milton Bradley want to be a good corporate citizen that creates closeness among all people and works with communities in order to abundant lives and lifestyles. Also as part of efforts to be a trusted and valuable member of society, we help community hold, summer festivals, harvest festival and other events to promote communication and understanding between Milton Bradley and communities.
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HELP PLAN COMMUNITY We will help people to learn how to engagement their plan community. A tight-knit community of open hearts, open minds and open spaces. we’ve help old community cultivated their own hometown. People will enjoy a thoughtfully planned community of villages with friendly neighborhoods, winding trails for biking and hiking, neighborhood parks and well-ranked schools. Plus, we have host a lot of community activities so your neighbors can become your friends.
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MILTON BRADLEY HUB We believe a better world evolves through the combined accomplishments of creative, committed, and compassionate individuals focused on a common purpose. An innovation lab. A business Incubator. A social enterprise community center. Milton Bradley Hub offers you a unique ecosystem of resources, inspiration, and collaboration opportunities to grow the positive impact of your work.
Build a better world
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IMPROVING LIFE CAMPAIGN Buy a Milton Bradley Education Product and give another one in need. Most of parent in Africa can’t afford pen and book. It’s time to help them. We believe through these global helping cooperation champaign, our society will become better. We are committed to more than just Giving. Milton Bradley makes an impact beyond buy one give one.
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ENTERTAINMENT INTERNATIONAL NETWORK We provide a platform so people around the world can cooperate through their favorite Milton Bradley board games, by making music, shooting videos and through other services. Cooperation between people from different nations, fosters intercultural understanding and increases the ability to communicate internationally.
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“
Individually we are one drop. Together we are an ocean. ” —Ryunosuke Satoro (Japanese Poet))
Milton Bradley LOGO @ 2015 FangTzu Chang Design by FangTzu Chang Student ID 02789086 angelcharry20@gmail.com GR604 The Nature of Identity / Spring2015 Instructor Hunter Wimmer Academy of Art University Reference flickr.com wallpaperswide.com
A studnet project by FangTzu Chang Academy of Art University, San Francisco