ASCULITIS OUNDATION
The UN4SEEN Danger Campaign A Campaign to Raise the Awareness of Rare Blood Disorders
Project Book
Table of Contents
1.0 Research Introduction 7 Creative Brief Brand Attributes 9 Target Audiences 11 SWOT Analysis Grid 13 Moodboard 14 Research Paper Abstract 15 The Purpose 17 The Campaign 19 Conclusion 21 References 23
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
2.0 Creative Development Mood Boards 27 Logo Development Vaculitis Foundation Logo 29 UN4SEEN Danger Logo 31 Print Media Development Sketches 33 Full Ads 34 Website Development Sketches 35 Pages 36 Motion Graphic Development Sketches 37 PSA Prototype 38
3.0 Style Guide
4.0 Final Designs
Brand Voice 41 The Logos Clear Space Rules 43 Correct/Incorrect Use 44 Brand Typefaces 45 Brand Color Palette 46 Brand Photography 47 Merchandising 49 Print Standards Magazine Ad 51 Letterhead/Envelope 52 Outdoor Signage 53 Web/Mobile Standards 55 Motion Graphic Standards 57
Print Solutions Poster Series 61 Magazine Ad 63 Billboard and Banners 64 Merchandising Solutions Welcome Kit 65 Ball Cap/Wristband 67 Vehicle Wrap 68 Social/Mobile Solutions Facebook/Twitter Page 69 Mobile Apps 70 Website Solutions 71 Motion Graphic Solutions 72 Conclusion 73 Image References 75 4
1.0 Research
Introduction The Vasculitis Foundation is a non-profit organization whose purpose is to provide counseling, education and research to victims of rare blood diseases. Vasculitis is a rare autoimmune disease that has no cure and often masks itself in other common symptoms such as sinus infection and arthritis. The Vasculitis Foundation’s mission is to “alleviate the isolation that patients and their families experience when these life-threatening diseases affect them” and to “support and empower patients through education, awareness and research” (The Vasculitis Foundation, 2011). The problem that will be discussed in this paper is the obstacles that impede potential victims of the disease to be tested early for vasculitis. The disease is often diagnosed as common everyday ailments, even to a trained medical eye, and may remain undetected for many years. There is no cure for the disease, but there is treatment with mild chemotherapy that will allow the patient live a fairly normal life for many
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
years. Only through increased awareness
by medical professionals, organizations and potential patients will this deadly disease be detected in time to insure a quality life for its future victims. The UN4SEEN Danger Campaign’s goal is to rebrand the Vasculitis Foundation, shedding light on new methods to get the company’s message to the general public. Utilizing a multimedia based social networking element the campaign will intensify awareness of rare blood disease, heighten brand image in the marketplace and increase charitable donation revenue to the company. The campaign will employ multimedia elements including smartphone and tablet applications, social media, websites and motion graphics to appeal to the modern, tech-savvy person of today. The lasting effect of the UN4SEEN Danger Campaign will be to effectively increase early detection of vasculitis in potential victims by recognizing the warning signs of the disease, utimately leading to extending their life.
Research
8
Creative Brief: Brand Attributes
campaign project objective The UN4SEEN Danger Campaign’s objective is to effectively rebrand the Vasculitis Foundation through the use of a integrated multimedia and social media campaign that will increase awareness and promote early detection ofrare blood diseases with the purpose of stimulating donation revenue by 10% over the next three years.
brand positioning The market for vasculitis research is broad and many organizations cover the diseases in some form. However, the medical reputations for The Mayo Clinic and Johns Hopkins Hospital make them, in the average patients minds, the first place to look at for all forms of disease, including vasculitis. As a result, the Vasculitis Foundation would be positioned in a lesser degree by patients.
unique selling proposition Dedication to a cause is one of the founding principles of the Vasculitis Foundation Brand. The Brand’s founder had a rare blood disease that later took her life and its that dedication to finding a cause and cure that sets the brand apart from its competition. This dedication can inspire and attract new consumers that will ultimately lead to increased donations and memberships with the brand.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
n o i t c A o t l l a C that will s s e n e r a aw
brand e s a e r c in website, to e h t n o s donation r e g r a l of blood s r lead to e g n a d ss of the e n e r a w a to more greater d a le y l ultimate d n a e s a dise earlier e s a e is d e ecting th t e d le p o pe treated e b t h ig so they m
key tenets
value proposition The Vasculitis Foundation’s value derives from its many years of devotion to its primary goal, to provide comfort and assistance to victims of rare blood diseases. Through its primary benefits of equity, network and diverse approach the brand offers a distinctive approach to its members that can nwot be matched by its competitors.
charitable
educational
features and benefits Far-Reaching Network
Multifaceted Approach
Established Equity
A dedicated network of
By covering all forms of vasculitis
Utilizing 25 years of brand
members in several states
the company canreach a broader
equity will aid in securing
helps deliver new initiatives
spectrum of the population and
donations from larger clients
to patients and professionals
provide a full array of services
and forming new partnerships.
aiding in earlier detection
including researchand counseling,
and treatment.
thus elevating brand awareness
trustworthy
Research
10
Creative Brief: Demographics
teens and young adults 15-25 that use social media websites such as Facebook and Twitter
adults 25–40 that live an on-the-go lifestyle that utilizes phone and tablet applications on a regular basis
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
adults 40+ that have a history of chronic health problems and use the internet as a main source for news, weather and world events
medical professionals and outreach groups that focus on the well being of a variety of patients Research
12
SWOT Analysis: Summary and Grid
The Vasculitis Foundation is a unique company that provides research and support for victims of rare blood disease and their families. Through the use of this mood board certain key points about the company were demonstrated visually to enhance their meaning. By following the insights in the SWOT analysis and mood board an effective branding approach can be created that will illustrate the company’s importance, promote early detection of rare blood diseases and increase charitable donations to the organization.
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Strengths
Weaknesses
chapters in all states
lack of partnerships
well established history
lack of national advertising
connected to United Way
low visibility outside patients
encompasses all forms of vasculitis
disease appears in a minority of population
Opportunities
Threats
grassroots support
frustration of those affected
local pro sports teams
disease has no cause or cure
smartphone/tablet applications
many competitors in the field
heart felt needs of patient’s families
research dependent on donation
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Moodboard
Research
14
Research Paper: Abstract
The UN4SEEN Danger campaign is a multifaceted
motion graphics. The ultimate goal of the
endeavor designed to rebrand the Vasculitis
campaign is to speak directly to potential victims
Foundation, a recognized leader in the fight
of vasculitis that do not know they have the disease.
against vascular disease. The company was
The campaign will stress a sense of urgency for research and
founded in 1986 as a support group for patients
education about the disease, both to the general public and
and their families of Wegener’s Granulomatosis,
health professionals. The lasting effect of the campaign will be
a form of vascular disease. The company’s current
to effectively increase early detection of vasculitis in individuals
mission is to “support and empower” patients of
through recognizing the warning signs of the disease, leading
all forms of vasculitis, a rare autoimmune disease in
to extending their life. Only by identifying these early warning
which the body’s defenses fight against each other.
signs of the disease can individuals fight an UN4SEEN danger
Vasculitis is often misdiagnosed by physicians as
that is often unrecognized for many years.
one of the many common ailments that people suffer every day such as sinus infection, fatigue and arthritis. The latter stages of the disease can include lung and kidney failure, with the patient not discovering the truth
until it is too late. The
campaign will intensify awareness of rare blood disease, heighten the brand image in the marketplace and increase charitable donation revenue to the company by employing multimedia, smartphone and tablet applications, social media, websites and
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research
16
Research Paper: The Purpose
The UN4SEEN Danger campaign will illustrate the need to broaden the scope of current delivery methods of pertinent information about vasculitis to current and potential victims of the disease. The primary motivation for the campaign is two-fold, to introduce the disease to a wider range of the population including medical and research professionals and to convey the story of a patient’s battle with vascular disease through personal experience. The value of the campaign will be supported through research and first-hand experience. Vasculitis, if detected at an early stage, can be treated with a mild form of chemotherapy in which the patient can experience a somewhat normal life. One such patient of the disease did not see the early warning signs, and by the time that the disease was diagnosed, it was too late. The patient was a construction worker, a husband and a beloved father that worked for sixty years to support his family, was married for fifty-two years to his wife,
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
and remained an inspiration to his children and grandchildren to the end. Though the patient had numerous trips to different physicians in his last five years of his life the diagnosis was never on the mark. The doctors could never recognize the disease’s symptoms of severe sinus infection, anemia, fatigue and skin discoloration as nothing more than common ailments until the patient was admitted to the hospital. After several rounds of testing the problem was narrowed down to a few possibilities, with Wegener’s Granulomatosis being the final diagnosis. The patient never understood the threat until it was too late to effectively treat the disease. The UN4SEEN Danger campaign will express the need for patients to detect the symptoms of vasculitis in its early stages of development where suitable treatment can be administered successfully.
Research
18
Research Paper: The Campaign
The main goals of the UN4SEEN Danger campaign
“its own characteristic pattern of symptoms”
are to heighten public knowledge of vasculitis, to
(MedicineNet.com, 2012). The disease, therefore,
express a need for early detection of the disease and
can often be overlooked when a potential warning sign
to provide an effective model to transmit the Vasculitis
may be evident, even to trained professionals. Early
Foundation’s steadfast commitment to patients and
detection of the disease can be achieved when a
their families. The message of the campaign is to
“biopsy of involved tissue demonstrates the pattern of
heighten the knowledge of vasculitis to the public and
blood vessel inflammation” (MedicineNet.com, 2012).
convey the company’s message of caring, commitment
Through one simple blood test a life threatening disease
and hope.
can be detected and treated before it can develop further.
The diagnosis of a rare disease often comes as a shock to its victim. In the case of vasculitis, the symptoms of the disease are not easily perceived. For instance, Wegener’s Granulomatosis is only diagnosed in 3 out of every 100, 000 patients, about 500 new cases a year (Vasculitis Statistics,
19
2012). Vasculitis has no apparent causes and no
The company’s current branding is in need of a catalyst
cure, so the need to raise awareness to the public
to improve visibility and awareness. Through developing a
about the disease is significant. Vasculitis currently
more effective website, logo and multimedia campaign
has fifteen variations, each having “immune system
the urgency of company’s message will lead directly to
abnormality and inflammation of blood vessels” and
increased early testing of patients and greater
The Vasculitis Foundation’s UN4SEEN Danger Campaign
donation revenue. An effective social media component and a motion graphic detailing the company’s history will elevate the brand and make the message more accessible to a modern, tech-savvy consumer base. According to (Glenn, 2012), “The global market for mobile health smartphone applications exploded last year, growing seven-fold to $718 million.” The UN4SEEN Danger campaign’s use of the mobile application platform will fit the current trends of the market today in which people get their information at the touch of a button.
Research
20
Research Paper: Conclusion
The Vasculitis Foundation has a history of helping
their information fast and expect to get solutions to
people spanning several decades. Beginning
problems fast. The UN4SEEN Danger campaign will utilize
with its founder and continuing through today,
modern techniques such as smartphone applications coupled
their commitment to helping those that suffer
with established print and multimedia methods to bridge the
from vascular disease has made them a leader
gap between the company’s past and future. The goal of the
in the medical community. The earlier people are
campaign is to rebrand the Vasculitis Foundation to increase
tested for vasculitis the better chance they have
awareness of the company mission, educate the public and
to survive the disease. Through the use of their
medical professionals about the early signs of the disease and
website and support organizations the company
ultimately increase charitable donation revenue. The lasting effect
has comforted, educated and provided research
of the campaign is to serve as a catalyst for early detection in
to support victims of rare blood disorders. The
unsuspecting victims and unveil a deadly disease that masks
company has an established framework that they
itself as common everyday ailments, giving hope to its sufferers
can draw from to send out their message of hope
and their families.
to those that currently are unaware they have vasculitis. The message is strong and clear, get to the doctor and get tested, get to the doctor before it is too late. The message may be clear, but the branding of the company could use revitalization to meet the expectations of a modern audience. What worked 25 years ago does not necessarily translate to the tech-savvy generation of today. Consumers today get
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research
22
References
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research
24
2.0 Creative Development
Mood Boards
setting the right mood The Vasculitis Foundation mood boards set the tone for the campaign. The boards highlight important aspects of the campaign through the use of imagery, typography color and texture.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Creative Development
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Vasculitis Foundation Logo
designing a new standard The Vasculitis Foundation logo redesign supports a need to increase awareness of vasculitis with a new approach. The heart not only symbolizes the support the company has for victims and their families but the source of blood circulation in the body.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Final Logos
Creative Development
30
UN4SEEN Danger Campaign Logo
developing a symbol The Vasculitis Foundation UN4SEEN Danger is a symbol of not only the dangers of vasculitis is left undetected but also a beacon of hope to those that catch the disease in time for treatment.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Creative Development
32
Print Media Development
a danger revealed The Vasculitis Foundation poster series seeks to enighten and inform people of the dangers of the disease while reinforcing the need for early detection and heightned awareness.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
full advertisement
Creative Development
34
Website Development
developing a concept The Vasculitis Foundation website sits at the core of the rebranding of the company. The website, coupled with social media and mobile applications, is the cornerstone for growing new business and was designed to be accessible, modern and inviting for potential patients and their families.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
construction of an idea The Vasculitis Foundation’s website developed from careful study and consideration of many factors including the health care field, victims of the disease and competition in the field. The home page is warm and inviting, with ample access to the tools that the consumer needs as well as a direct link to social media and mobile applications, key elements in the process of communicating with patients and increasing the awareness of the disease.
Creative Development
36
Motion Graphic Development
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
psa prototype The Vasculitis Foundation’s motion graphic Public Service Announcement serves as a warning to the unsuspecting victims and as a testimonial to the brand’s commitment over the years to counseling, research and education.
Creative Development
38
3.0 Style Guide
41
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Brand Voice
The Brand Voice of the Vasculitis Foundation should always be one of caring and hope. The imagery and the graphic elements should reflect these emotions and project a positive outlook on a disease that at this time has no cure.
The presentation and communication of all materials needs to have a look and feel that is consistent with the brands tenets of charitable, educational and trustworthy. The brand should instill trust in patients, their families and potential victims of the the disease. The Brand should lead the way in education and research to help inform the public and find a cure for the disease.
The Brand’s commitment to a postive outlook through all communications will help not only victims cope with the disease, but increase awareness to a public that may have the disease and not know it.
Research
42
Logos: Types and Clear Space
Bottom Logo Placement
132 pixels 1.83 inches
vasculitis foundation logo
U U
possible. The brandmark and logotype are
ASCULITIS
U U
presented on a white background whenever
U U
The Vasculitis Foundation logo should be
72 pixels 1.83 inches
OUNDATION
blended together to have one cohesive message. The font used in the logo is Reservoir
U U
Grunge and the logo should utilize the brand color palette. The logo has a minimum clear
Minimum logo dimensions 72 x 132 pixels
space as detailed here.
1 x 1.83 inches
Clear Space 2x the height of the “U” Vasculitis
un4seen danger campaign logo
180 pixels
The UN4SEEN Danger Campaign logo should
2.5 inches
be presented on a white background whenever
U
possible. The fonts Reservoir Grunge, Verdana,
brand color palette. The logo has a minimum clear space as detailed here.
UN4SEEN DANGER
Campaign
U Minimum logo dimensions 72 x 180 pixels 1 x 2.5 inches
Clear Space The height of the “U” in UN4SEEN
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
U
in the logotype and logo should utilize the
U
Verdana Bold and Verdana Bold Italic are used
The Vasculitis Foundation’s
72 pixels 1 inch
Correct and Incorrect Usage correct color usage The logo colors in print media must adhere to a combination of the brand’s established color palette as stated in this guide. The defined campaign palette colors of red, black and gray represent the three tenets of the company: charitable, educational and trustworthy. The acceptable variations are listed here, including grayscale for printed communication. The Vasculitis Foundation’s
ASCULITIS
ASCULITIS
OUNDATION
OUNDATION
UN4SEEN DANGER
Campaign
The Vasculitis Foundation’s
ASCULITIS
ASCULITIS
OUNDATION
OUNDATION
incorrect usage Do not utilize unapproved colors for the background of print designs. Do not rearrange the logo elements, stretch or skew the logo elements.
UN4SEEN DANGER
Campaign
X X X
ASCULITIS OUNDATION
ASCULITIS
OUNDATION
ASCULITIS
O U N D AT I O N
The Vasculitis Foundation’s
UN4SEEN DANGER
Campaign
The Vasculitis Foundation’s
UN4SEEN DANGER
Campaign
X X X
The Vasculitis Foundation’s
UN4SEEN DANGER
Campaign
The Vasculitis Foundation’s
UN4SEEN DANGER
Campaign
The Vasculitis Foundation’s
UN4SEEN DANGER Campaign
Style Guide
44
Brand Typefaces
typeface usage The campaign typefaces should be used to enhance the effectiveness of the message. Reservoir Grunge and Homework Smart should be used in Headers and at strategic times to emphasize important points of the campaign. Verdana Bold should be used as a sub-header at approximately half the point size of the header. Verdana Bold Italic is utilized in the UN4SEEN Danger campaign logo and for section headers in the body text of print media, including the final project book. Verdana should be used for body copy at approximately 12 points in size and not to exceed 14 points in size. Verdana italic should be used in body copy, following the same point sizes as Verdana, only utilized to highlight areas of the body text.
Reservoir Grunge Vasculitis Foundation Verdana Bold Increase Your Awareness.
Verdana A campaign to raise awareness of rare blood disease.
Verdana Italic A campaign to raise awareness of rare blood disease.
Verdana Bold Italic A campaign to raise awareness of rare blood disease.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Optima ExtraBlack Vasculitis Foundation
Color Palette PSC 7499 c HEX #fcf7df RGB R:252 G:247 B: 223
campaign color palette The UN4SEEN Danger Campaign Color
PSC 428 c
palette utilizes a variety of robust colors
HEX #c1c3c4
to accentuate the goals of the campaign
essence. The colors represent the brand’s
HEX #f5ee6d RGB R:245 G:238 B:109
CMYK C:24 M:17 Y:18 K: 0
three main tenets: charitable, educational
HEX #bd282b
blue serve to reinforce the brand’s commitment
RGB R:189 G:40 B: 43
to education and research, with the lighter
CMYK C:8 M:99 Y:99 K: 1
colors of yellow and off-white utilized to
PSC 535 c
represent caution and the medical field
HEX #94a1b4
respectively. The campaign color palette is presented in various methods including Hex, Pantone Solid Coat CMYK and RGB to make
CMYK C:5 M:0 Y:74 K: 0
PSC 1795 c
gray and black respectively. The tints of
the colors’ usage compatible with a variety of
PSC 101 c
RGB R:193 G:195 B: 196
and highlight certain aspects of the brands
and trustworthy through the usage of red,
CMYK C:1 M:1 Y:13 K: 0
PSC Blk 6c
HEX #12111d
RGB R:148 G:161 B: 180
RGB R:18 G:17 B:29
CMYK C:46 M:29 Y:20 K: 0
CMYK C:79 M:73 Y:59 K:80
PSC 7455 c
HEX #4e65ab
design options.
RGB R:78 G:101 B:171 CMYK C:82 M:63 Y:1 K: 0
Style Research Guide
46 46
Photography
photgraphy usage The UN4SEEN Danger Campaign’s use of photography should serve to inspire and to caution. The images will enhance the brand’s image as a leader in compassionate care and an innovator in research of rare blood disease. The photography will give a glimpse into the effectiveness of brand’s mission to serve as an outreach and resource for both patients and consumers.
texture usage Texture should be used sparingly and only to accentuate key elements of the design. Acceptable textures will utilize the brand’s color palette and be grainy, similar to the texture of a oil-painted surface.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
No.
.
Style Guide
48
Merchandising Standards t-shirt The preferred method for a T-Shirt design is to use the company logo on a white background. Variations may include standards set forth in the logo usage section of this book and must use the brands’s color palette.
49
wristband
ball cap
vehicle wrap
The wristband design may come in a variety
The ball cap design should follow the
The vehicle wrap design should include only
of colors but must adhere to the brand’s
standards set forth in the T-shirt section
images and colors consistent with the standards
color palette. The logos will be printed
of this book which are derived from the
set forth in previous sections of this book.
directly to the wristband with appropriate
logo standards section aforementioned.
campaign colors, alternating between white and black text according to rules set forth in the logo standards of this book..
Incre
ase
A wa Your
ss rene
I
nc re In as cre e as Yo e Y ss Inc e o ur rease n Your Aware ur Awa renessAw are n e ss
asculitis Fou ndation
’s
UN4SE EN DANGER Campaig
n
asculitis Fou ndation
’s
UN4SE EN DANGER Campaig
n
Style Guide
50
Print Standards
magazine advertisement
Headline: Resevoir Grunge 36 pt
Your Life May Depend on it!
The magazine advertisement should adhere to the brand color palette and typography. In addition the specifications listed here may be proportionally reproduced depending on the size needed.
51
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Sub-Headline: Verdana Bold 18 pt
Vasculitis is a disease that strikes at the very heart of You!
Body Copy: Verdana Italic 12 pt
You are just another in a long line of patients that didn’t realize what they had till it was too late.Your doctor ran all the right tests but could not identify the problem. Your symptoms are common, but the disease is most uncommon. You are a victim of a deadly disease that strikes without warning and begins with everyday ailments.
Call to Action: Verdana Bold 14 pt
Increase Your Awareness.
Company website: Verdana Bold Italic 14 pt
www.vasculitisfoundation.org
Full Color Campaign Logo: .5 in margin 1.0 x 2.75 inches
8.5”
letterhead and envelope
Company logo 1.5 x 2.5 inches
ASCULITIS O UNDATION
Vasculitis Foundation PO Box 28660 Kansas City, MO 64188
The company letter head should be consistent with typography and logo standards set forth in previous sections of this book. In addition the
A Welcome Letter from the Founder, Marilyn Sampson (abridged)
.5 inch margins
My Dear Friend,
specifications listed here may be proportionally reproduced depending on the size needed.
October, 1995
Mailing address Verdana 10pt
We are not some big fancy support group. We are just people caring for people and we want to help you in any way we can. We know how frustrating and frightening it is knowing that you or someone in
Body text Verdana 10pt
your family has such a rare disease.
A very serious disease has struck, and we will be here to give you all the support we can through this difficult time. We know the feeling of isolation and fear of the unknown with you or someone in your
” 5.75 Grayscale logo .25 inch margins .5 x 1.5 inches Address Verdana 6pt
family having Wegener’s. This is normal when dealing with a rare disease like we have. Know that long-term remission can be obtained; there is hope You must believe this.
” 3.25 IS
LIT
CU
AS
TIO
DA
N OU
11”
This disease will be a test of your love for each other as a family and a test of your faith. It will take every ounce of positive energy that you have. It will be just as hard on the family as it is on the Wegener’s patient; WG will become a part of your family and a part of your lives. I know the tough time my husband had coping with a “sick” wife. When both realize that, you will be able to get through
N
even the toughest times, and your love will grow. You must keep a positive outlook.
tion
da oun
tis F 8660 8 x o 2 6418 PO B MO ity, C as s n a K culi
Vas
e Doe Driv John rescent 74890 C 123 here, IA t n e Be
Remember, we are here for you in any way we can help you. God bless you and your family. We send our love and will keep you and your family in our thoughts and prayers.
My Love and Prayers,
Marilyn
Envelope Size 3.25 inches x 5.75 inches Mailing Address Verdana 10pt
Style Research Guide
52 52
Print Standards
outdoor and large print The outdoor and large print signage should follow established rules for logo proportion and color palette. The signs should follow sizing that is directly proportional to the standards established in the magazine advertisement.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Style Guide
54
Web Standards 1024 pixels
homepage
Company Logo 75 x 150 pixels
Quick Response Buttons
The campaign website is essential to maintaining the brand’s image and to garner new support. The optimal display resolution is 1024x768.
768 pixels
Flash Video Motion Graphic 720 x 480 pixels
Social Media buttons/App Store buttons 25 x 25 pixels
Quick Access Buttons 50 x 100 pixels
Campaign Logo 150 x 275 pixels
Footer Bar
interior pages Interior pages should utilize the same framework as the home page with a slight variation in the layout of the page’s content.
55 55
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Quick Access Button 100 x 175 pixels
s
Mobile Standards
smartphone/tablet applications Smartphone and tablet applications, along with the brand website, are paramount not only to gaining support for the company, but increasing awareness about vasculitis. Through this medium the public will be informed, educated and guided down the long path to recovery.
Smartphone Applications Minumum 320 x 480 pixels Maximum 480 x 800 pixels
Tablet Applications 7 inch tablet 600 x 1024 pixels 10 inch tablet 720 x 1280 pixels
Style Research Guide
56 56
Motion Graphic Standards
720 Pixels
Vasculitis is a disease that Strikes at the
motion graphic usages The motion graphic is an integral part of getting the message to the public. The
480 Pixels
public service announcement is a major tool to garner more support for the brand and increase awareness of the disease. It should be presented in NTSC
VERY
DV format for web and disc media. The motion graphic should be presented in
OF YOU!
its entirety, without any editing or changes. In the case of an HD-television the graphic may look stretched. The public service announcement may be used for broadcast or web applications.
:00 seconds
“Will U See the danger?”
57
:02 seconds
Imagery introduced as response
The Vasculitis Foundation’s UN4SEEN Danger Campaign
:04 seconds
“Will U 4SEE the consquences?”
:06 seconds
Imagery introduced as response
:11 seconds
A warning about the disease
:14 seconds
Warning signs presented
:19 seconds
Call to Action/Logo presented
:24 seconds
Brand/Campaign logos presented
Style Research Guide
58 58
4.0 Final Designs
Print Solutions
poster series The poster series is designed to effectively inform the public on a regional and national scale of the dangers of vasculitis. The series will be used as a tool in medical facilities, hospitals and doctor’s offices to aid in early detection of the disease.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Final Designs
62
Print Solutions
magazine ad The magazine ad is designed to warn of the disease and to be distributed on a national scale. The advertisement is a useful tool that aids the company in getting the word out about the disease to provide for early detection in possible victims.
63
The Vasculitis Foundation’s UN4SEEN Danger Campaign
banners and billboards The banners and billboards provide a means to create awareness of the disease on a local scale. The usage of this large media can only reinforce the company’s message and increase traffic to the website.
Final Designs
64
Merchandising Solutions
a better life kit The Better Life Kit will help spread the news of the Vasculitis Foundation’s commitment to caring, education and research. The kit includes a welcome letter brochure, wristband and envelope.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Final Designs
66
Merchandising Solutions
ball caps
wristbands
The ball cap serves two purposes, to spread news of the company’s
The wristbands will serve as a reminder to
fight against vasculitis and as a source for revenue dollars to fund
victims of the support the company provides them
projects and research.
and a source of hope to families and friends that the disease can be cured one day.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
vehicle wrap The vehicle wrap will serve as a catalyst to spark interest in the company at the regional and national level through appearences at trade shows and conventions.
Final Designs
68
Social Media Solutions
facebook page
twitter page
Social Media will play a pivotal role in the fight against the disease. Social media pages such as Facebook and Twitter are fast becoming individuals first source for news and events, so the creation of these pages will help spread the word of the dangers of the disease , will give poeple a source of community and help support events from the company.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Mobile Apps Solutions
smartphones and tablets Mobile applications are a great source to communicate to an audience because they are easy to attain and are interactive, giving the customer the power to change things in the blink of an eye. Because of these reasons, mobile applications are a key element to the UN4SEEN Danger Campaign’s success.
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Website Solution
website pages The Vasculitis Foundation website is the publics first look at the organization, giving the visitor a comprehensive look at the company’s philosophy, education on the disease and contact information to get help. The website also has ample access to communication outlets such as blogs, message boards and social media.
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Motion Graphic Solution psa The public service announcement is designed to warn of the disease, to provide contact information abou the company and to inform the public about the comapny’s commitment to fighting vasculitis through caring, education and research.
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Conclusion Conclusion
message from the founder We are not some big fancy support group. We are just people caring for people and we want to help you in any way we can. We know how frustrating and frightening it is knowing that you or someone in your family has such a rare disease.
A very serious disease has struck, and we will be here to give you all the support we can through this difficult time. We know the feeling of isolation and fear of the unknown with you or someone in your family having Wegener’s. This is normal when dealing with a rare disease like we have. Know that long-term remission can be obtained; there is hope You must believe this. Excerpt from Welcome Letter, Marilyn Sampson October 1995
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
“Ive been watching from the window up above” George Jones
For You Dad. Final Designs
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Image References
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research
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Image References
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The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research
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ASCULITIS OUNDATION
Increase Your Awareness www.vasculitis foundation.org