The Leary Firefighters Foundation Project Book
The Leary Firefighters Foundation
Table of Contents Research
1.0
1.1 Introduction.........................8 1.2 Research Paper...................10 1.3 Client Brief..........................16 1.4 SWOT Analysis...................18 1.5 Personas..............................20
Process
2.0
2.1 Competitive Survey............24 2.2 Mood Boards......................26 2.3 Logo Concepts...................28 2.4 Color & Type Ideas.............30 2.5 Digital & Print Concepts....32
Style guide
3.0
3.1 The Logo..............................36 3.2 Logo Uses & Limits.............38 3.3 Color & Typography...........40 3.4 Image Use...........................42
Solutions
4.0
4.1 Website................................46 4.2 Products...............................48 4.3 Social Media&Newsletter..50 4.4 Posters..................................52 4.5 Mobile Ads..........................54 4.6 Video....................................56
1.0 Research
7
1.1
Introduction
They walk among us, nameless to most. They are heroes who risk it all placing their lives on the line for a total stranger. They work in the unknown. They are Firefighters.
8
The Leary Firefighters Foundation is an effective non-profit organization that provides equipment, to fire departments in need. This infographic illustrates the process taken throughout the rebranding of The Leary Firefighters Foundation, while displaying research, style guidelines, and asset creation. This projects solution will increase donations to the LFF and raise awareness of the good that this foundation provides to those who risk their lives everyday.
9
1.2
Research Paper
Abstract The Leary Fire Fighters Foundation is a non-profit organization that depends solely on receiving donations to keep the foundation running and successful. Since 2000 the foundation has been helping to make a difference in the training and safety of firefighters throughout the country. This non-profit organization was created for the purpose of funding fire departments in need of equipment, training, and apparatus. The foundations truly unique aspect is that they are the only organization that asks firefighters directly what they need and supplies it. The foundations success has created many opportunities for organizations to collaborate and raise funding for numerous benefits. The Leary Firefighters Foundation has a solid background in delivering a means to fire departments that otherwise cannot obtain funding for essential equipment. Not for profit foundations such as the LFF typically carry an excessive operating expense. However, the Leary Firefighters Foundation has minimal operating expense, the brand does not have the clout or resources to target a large demographics. As a whole, the brand is outdated and needs to be revitalized, allowing fans and donors to contribute easily and effectively. The fire service is a very close-knit community and they take care of their own which leads you to believe that most of their donations come from within this brotherhood. But that’s not the way things work, firefighters get paid very little and most have a second job. This paper discusses an objective way of raising awareness and rebuilding the brand through multiple facets.
10
Introduction The Leary Firefighters Foundation was formed by the star Denis Leary of the hit television series Rescue Me (Foundation, 2000). This non-profit organization was created for the purpose of funding fire departments in need of equipment and training, which lends a helping hand for today’s fire professionals. Leary formed the foundation after losing a childhood friend and his cousin to a large fire along with four other members of the firehouse. Since 2000 the foundation distributed millions of dollars to fire departments throughout New England, New Orleans, New York, and Los Angeles. Since the foundation was created their donations were at a steady incline for about seven years, but after Denis Leary’s staring role in the hit TV series Rescue Me ended, donations have fallen. The brand as a whole is not as recognizable as other foundations such as the FDNY Foundation. Due to the lack of publicity, advertisements, and a complex donation website, the foundation has lost its momentum in raising awareness for their cause. This project will explain, demonstrate, and evaluate how the rebranding of The Leary Firefighter Foundation (LFF), will increase donations and sales of memorabilia by 35% over the next three years. The mission is to create a new brand strategy and a website that raises awareness of the foundation’s purpose to provide equipment, training and apparatus directly to fire departments in need. This project will offer a widespread awareness to the LFF and the function of the foundation. The rebranding of the website will include an online retail store which offers new products, a simplified process for donations, and a membership program. The Leary Firefighter Foundation is the only foundation that asks firefighters directly what they need and delivers it.
11
The Leary Firefighter Foundation The Leary Firefighter Foundation (LFF) is located in lower Manhattan, New York. The small office space is used to maintain the foundation’s webpage and phone line. The foundation is positioned around the core value of providing firefighters with what they need so they can return home safely to their families. Non-profit organizations are endeavors that allow for people to help make a difference in the world that they inhabit. The Leary Firefighters Foundation wants to help provide first responders with equipment and training that will prevent future fatalities in the line of duty. In 2001 Investigative Reporters & Editors conducted an investigation to see if the Detroit firefighters were fully trained and equipped to successfully fight fires. The results yielded, “…fire officials repeatedly and knowingly sent broken equipment and too few firefighters to put out blazes and rescue people, sometimes with tragic results” (Claxton & Hurt, 2001). They also discovered “The building that houses the fire department’s training academy is so rundown that the city’s public works department assumed it was abandoned and approved it for demolition” (Claxton & Hurt, 2001). Fire departments across the country experience these same issues due to the lack of funding to provide them with the necessary resources to safely battle fires. Denis Leary told CNN, “I gave up on ever hoping that politicians in this country -- local, state or federal -- would step in to help these guys” (Callebs, 2008). Since then Leary has utilized that bold stance to help bring attention to the foundation through publicity. Denis is not afraid to speak his mind and make sure everyone understands the need that the foundation is attempting to fulfill, for the fire service. The U.S. Fire Administration reported in 2011 that there were 83 firefighter fatalities in the United States (U.S. Fire Administration, 2012). All of the fatalities transpired while members were on duty.
LFF donors not only help protect the firefighters, they also help decrease the number of casualties. Having the proper equipment, technology, and apparatus allows fire departments to make faster response times and increase the chances of putting out fires before the whole building becomes fully engulfed. In 2002 The Leary Firefighter Foundation received $1,922,069 in donations, just two years after the foundation was formed. Years 2002-2006 the foundation raised about the same amount of proceeds, but shortly there after they began to decline rapidly. The most recent tax document available from 2010 stated that the foundation only received $395,163 in total revenue, not including the administrative expenses (The Leary Firefighters Foundation, 2002-2010). The goal of this project is to rebrand the LFF to increase the donations and sales of memorabilia by 35% over a three-year period.
$650,000
$2,000,000
2010 2002 Donations Recieved
12
Brand Strengths
The LFF has spent the past twelve years working with fire departments across the country, in an effort to help reduce the risk of firefighter fatalities in the line of duty. Many non-profit organizations operate with hefty administrative costs, but the Leary Firefighters Foundation operates at a third of the cost compared to the FDNY Foundation. Although in 2008 the FDNY Foundation received $4,122,599 (FDNY Foundation, 2008) in donations and revenue, whereas the LFF only accrued $401,250. The FDNY Foundation is more distinguishable and alluring for additional corporate sponsorships, as many of those corporations may be involved in the sale of equipment to the FDNY. Throughout the foundations existence their expenses have remained smaller than most of their competitors.
Public Involvement Since the launch of Leary’s foundation they have united with other foundations and corporations in an effort to raise both funding and awareness. In a recent event the foundation partnered with the All Hands Working Charity and the Philadelphia Flyers Alumni, for a charity hockey event. The funds acquired through this event will be donated to The LFF’s Hurricane Sandy relief fund (Reports, 2013). The Leary Firefighters Foundation has provided fire departments with fire/rescue boats, all terrain vehicles, mobile command centers, and even rebuilt eleven firehouses in New Orleans. One of the foundations most recognized donations was a high rise training facility. The training center allowed firefighters to experience a state of the art simulation, while honing their skills.
Campaign Objectives This campaign project was created with the intent to achieve two things – increase the sale of memorabilia by 35% and to raise awareness of the foundation’s cause. To do so, deliverables will need to be created that represent The Leary Firefighters Foundation and the values that formed it. The first step to rebranding the foundation will be to design a logo that utilizes the three key tenets Brave, Heroic, and Determined. At its core, the logo is to represent everything that the foundation stands for while being easily associated with The LFF. The current logo is outdated and unclear as to what it represents. When designing the new logo the goal is to create a simple yet bold logo that highlights the brand’s purpose. One of the major parts of rebranding the Leary Firefighters Foundation is to design a website that is simplistic and intuitive. The foundation is asking people to donate to the cause but you shouldn’t be redirected through three webpages before you can actually donate. This project will address that problem and bring many new elements to the website in order to increase and attract a larger demographic. Jake Rocheleau states: “A cluttered web design harbors resentment in the eyes of many visitors. Too much information overload and you’ll send people running away!” (Rocheleau, 2012).
13
Campaign Objectives Cont. The design and layout of the website is crucial to keeping the attention of the user, as well as the text that is communicated. By using a minimalistic styled layout and sticking to a specific color scheme the large amount of content displayed will be organized and easy to find. The home page will showcase the foundations accomplishments in the fire service. By displaying this information potential donors can immediately see the benefits of donating to Leary’s foundation and the promising future it holds. The new and revitalized retail store will be the main attraction to the website besides the donation page. This project will also include the design of shirts, coffee mugs, glassware, hats, decals, and coasters. Each item will be specifically designed to display the foundations new brand identity. Additionally, the website will include a membership program where users can sign up to donate a given amount of money yearly. The program will grant donors access to a blog where firefighters from across the country post stories about their firehouses, calls, and even their everyday lives. This attraction will target the key tribes of The LFF and possibly extend their demographic reach. The Leary Firefighters Foundation will also need to create more partnerships with other nonprofits and companies. To do so the blog will have a specific area for ads, where companies and other nonprofit organizations can sponsor the blog. All of the proceeds from these sponsorships will be donated to a random firehouse (that partakes in the blog) each month for exercise equipment. Throughout the entire rebranding project the use of color, space, typography, and textures will provide a unique and appealing look to The LFF. The colors used in the project will range from multiple shades of red, to black, white, and gold. Color Matters states:
14
“In visual experiences, harmony is something that is pleasing to the eye. It engages the viewer and it creates an inner sense of order, a balance in the visual experience” (Color Matters). The goal is to apply the colors in such a way that it’s eye catching and intuitive. The current color scheme uses mainly black and grey, which is very dark and doesn’t represent the good that the foundation aims to do with donations and profits. A clean and simplistic design will utilize textures to create a web environment that is worn, scratched, and marred. The target audience is broad but the use of these textures will demonstrate the type of equipment they are helping to replace and the pounding they take. To tie all of the elements listed above together the choices in fonts will show both strength and clean easy to read text. Some of the different typefaces being considered are Avenir Book, Copperplate, and Imprint. Advertising will be focused on both the web and print. The recently chosen tagline for The LFF “Leave your footprint in the soot” will be used in the ads stressing how donors can affect the fire service. Possible imagery for the ads could show different equipment with a sooty footprint across it. The idea behind both the tagline and the ads is to show potential donors the type of legacy they could leave in the lives of the men and women that risk everything on a daily basis. The equipment shown in the ads will be things the foundation has already replaced and give a brief description of where, when, and why they replaced it.
Conclusion
The Leary Firefighters Foundation is an effective non-profit that provides equipment, which the government and local officials are incapable of supplying. Many firehouses across the country have little or no means of replacing faulty and damaged apparatus, thus increasing the chances of firefighter injury or fatality. The foundations twelve years of experience displays both the strength of the organization and how it’s essential to prevent further loss of life. Given the proposed campaign objectives, The Leary Firefighter Foundation (LFF), will increase donations and sales of memorabilia by 35% over a three-year period. The objectives include creating a new brand strategy and a website that raises awareness of the foundation’s purpose, which is to provide equipment, training and apparatus directly to fire departments in need. The new brand identity will present the foundation as a reputable and established organization, which -
will utilize a modern and professional design for the logo and website. The goal is for citizens to become interested in the foundation and its cause resulting in increased proceeds. The website includes many new and creative attractions, as the retail store provides fans an opportunity to purchase official LFF memorabilia. A membership program creates the opportunity for yearly income form subscribed users, while providing them the unique blog experience where firefighters tell their stories. When firefighters return from a call they talk about how they risked everything for a complete stranger. Its very similar to the way a baseball or football team describes an amazing play they made in the big game. These men and women show what it means to truly care for any life, while theirs hangs in the balance. This campaign will create a new means for the LFF to gain publicity and a fan base for the sole purpose of protecting our everyday heroes.
15
1.3
Client Brief Company Name: The Leary Firefighters Foundation Industry: Non-Profit Organization Category: Fire and Emergency Services
Primary Products or Services: The Leary Firefighters Foundation is a non-profit organization that relies solely on Donations and Sales of Memorabilia. The foundation provides funding to fire departments in need across the country.
Campaign Project Objective/Synopsis: Key Tenets:
To rebrand The Leary Firefighters Foundation by creating a new brand strategy and a website that raises awareness of the foundations purpose.
Brave Big Goal (BHAG) or Project Outcome and how it will be measured for success:
Heroic
Determined
The objective of rebranding is to raise awareness of The Leary Firefighter Foundation, while increasing donations and sales of memorabilia. The goal of these objectives would be to increase donations by 35%over the next three years.
Primary Campaign Deliverables: Design a Brand Strategy Redesigned Logo New and Intuitive Web Design Online Retail Store New Retail Products for the Brand
16
Primary Target Audience: College Educated Male & Female Ages: 30-60 Disposable Income Corporate Sponsorships
Unique Selling Proposition (USP): The only foundation that asks firefighters directly what they need and delivers it.
Positioning Statement:
Target Clubs and Tribes: Denis Leary Fans Fire Buffs Philanthropist Firehouse Magazine The Bravest.com Members First Responders Local Communities Scanner Buffs
Primary Competitors: FDNY Foundation Los Angeles Fire Department Foundation
2 Key Strengths and 2 Key Weaknesses:
The LFF operates differently than other foundations and is not recognized by the target market like the FDNY or LA foundations are.
Strengths: Denis Leary’s Fame Direct Distribution of Funds
Most of The LFF’s competitors are highly recognizable around the globe, which places the foundation below its competitors.
Weaknesses: Global Reach Poor Website design
Creative Call to Action: Elicit potential donors through the appeal of a user friendly interface that showcases the foundations previous accomplishments throughout the fire service industry.
Sustainable Competitive Advantage (SCA): One of the most competitive advantages the Leary foundation has over others is Denis Leary as a comedian and an actor. Leary is the face of the foundation as it is a great opportunity to bring attention to the cause.
17
1.4
SWOT Analysis
The Leary Firefighters Foundation has several unique selling propositions as there future vision, mission, and values are distinctive and original to their brand. The logo and visual aesthetics are very important to the rebranding of the foundation. Uniting the values with the vision for the brand will create a unique and distinctive look that appeals to a wide variety of markets.
18
Strengths
Weaknesses
Minimal Administrative cost, 10+ years of experience, direct distribution of funds and equipment to first responders, Leary’s networking ability, New apparatus, High-tech equipment, Specialized training.
Decreased funding, Lack of communication, Poor website design, Lack of vision, Inability to obtain financial information, minimal target audience, Unable to reach global market, Limited information of the foundation.
Opportunities
Threats
Increase fundraising, Better utilize Leary’s fame, Broader range of demographics, Capitalize on an intuitive Website, Social media platforms, Partner with global companies, Establish a larger retail department.
Donors personal info security, Poor economic state, Natural Disasters, Strong competition for the same dollar, Loss of funding, Damage of credibility.
The SWOT Analysis confirms that the LFF can benefit from a rebranding campaign. The creation and revitalization of both the website and the online retail store, will provide the foundation with the opportunity to build a brand that can be promoted through communities. A strong set of graphics and language will need to be incorporated into the brand from the start of the project to ensure that the brand incorporates the three key tenets of the foundation. First responders are Americas hero’s of the home front, everyday they put their lives in harms way to make a difference. These brave men and women execute based on experience and training, without foundations like the LFF the risk for their lives becomes much greater.
19
1.5
Personas
Attributes: Maratial Status: Single Hobbies: Running, Painting, Photography, Hiking Social Media: Twitter, Pinterest, Instagram, Tmblr
Kai Kealoha San Francisco, CA 24 College Graduate Journalist
Cultural: Music, Books, Fine Art, Movies Political: Democratic Ethnicity: Native Hawaiian Personal Values: Eco-Friendly, Hard Worker Clubs/Tribes: iPhone User, Fitness, Board of Directors for Local Environmental Group Religion: Buddhism
Kai’s Story Born and raised in Hawaii Kai is an only child, after high school she moved to San Francisco to attend college at the University of California. There after she obtained a job as a photojournalist at San Francisco Chronicle. Kai’s family is still in Hawaii and visits frequently. Through her travels for work she has acquired a taste for art and design. Throughout the bay area she attends many art galleries and wine tastings with friends and coworkers. Before her job with the chronicle she was freelancer for Time Magazine where she traveled to Japan after the recent earthquake. Kai has taken part in numerous environmental programs and recently she committed to an environmental group, as she will join their board of directors. Throughout her childhood her grandparents distilled the importance of protecting the land in which we inhabit. In Kai’s spare time she enjoys using technology, reading, and going out with friends. One of her new projects is a book on how we can preserve the environment and the damage that is caused everyday. Kai has dedicated her career to preserving the environment by using her skills to show the world what is happening all around them.
20
Attributes: Maratial Status: Married with 2 Chilldren Hobbies: Running, Woodworking, Foodie, Fishing Social Media: Facebook Cultural: Music, Movies, Games, News Junkie Political: Democratic Ethnicity: Caucasian Personal Values: A True Leader, Values Commitment, Believes Safety comes First Clubs/Tribes: iPhone User, Denis Leary Fan, Can’t live without Coffee, Movie Buff Religion: Doesn’t Attend Church, Catholic
Jack Novaic Boston, Mass 40 High School Graduate Construction
Jack’s Story Jack Novaic grew up in Boston and continues to live there with his wife and two children. Growing up he aspired to be a firefighter like his father and two older brothers. Due to the death of one of his brothers in the line of duty, he decided to pursue another career. Jack has been working construction since then and has now gained seniority over most of the workers. Recently promoted to lead foreman at his company he aspires to devote time and energy to the fire services in memory of his brother. Jack enjoys spending his free time with his family in the great outdoors hiking, canoeing, fishing, and white water rafting. As a father he looks to instill values of commitment in his children, to show them never to give up on their dreams and desires. He also enjoys spending time with his brother and supports the firehouse he is stationed at. About ten years ago Jack joined a volunteer fire department just outside Boston. While on duty you can find him cleaning and repairing their old tethered equipment. One of Jack’s true passions is woodworking. He and his brother volunteer their spare time to rebuild firehouses throughout Boston.
21
2.0 Process
23
2.1
Competitive Survey
Each of these logos uses a combination of a logo mark and a logotype. There are not many nonprofit organizations that only use a symbol or logo mark, especially with the foundations direct competitors. When setting out to design a logo it is best to take a look at the direct and indirect competition to see what works well for them. The goal was to create a logo that was unique and drasticly diffrent from the competition, allowing the design to stand out from a crowd.
24
One of the key aspects of creating a successful logo is to try and keep it simple. When you think about it you only have a couple of seconds for the viewer to look at the logo before moving on.
When creating the Leary Firefighters Foundation’s logo I designed it in a black and white state. This keeps the designer unbiased to the color palette. If the design doesn’t work in a simple black and white format the logo will not be versatile enough for the different mediums that the brand may explore or require.
25
2.2
Mood Boards
A Mood Board is a tool that designers can use to create a collection of items that inspire a specific design directive. As creative development begins the first phase of the process is to develop multiple mood boards that reflect different design directives. The first two mood boards represented the foundation in to completely different designs. The top mood board is worn and damaged, highlighting the unreliable equipment that the foundation replaces. The bottom mood board portrays strength and courage that firefighters display everyday.
26
The smoky mood board is designed to tug at potential donors heartstrings. Through the use of impactful black and white images the smoky effect creates a strong brand message. The color palette was chosen to have very little color, keeping with the smoky directive.
27
2.3
Logo Development
The Old Logo
Experimenting with the numerous elements that relate to the foundation was a long and interesting process. This stage of the process was about finding something that had a strong emotional relation with the importance of firefighters.
From Sketches...
28
To Digital Concepts
The
LFF
FF 29
2.4
Color & Type Ideas
The color scheme used in the first mood board was inspired by the numerous textures that are found within the firefighting industry. I wanted to have a neutral set of colors rather than the bright and bold colors one would come to expect in relation to the fire service. Worn and Damaged are the directive words for this mood board and I feel that these colors truly represent that feeling. For the second mood board the color palette is very simple. I chose black and greys as well as a deep red and pure red. All of these colors work well together to create an emotional tie with the directive Smoky. The third mood board used very bright and bold colors. All of the imagery in the mood board relates to strength, while using bright and bold colors that stand out.
30
All of the fonts above relate to both the historical types of fonts used on fire trucks, and to bring a new and modern approach to that form of lettering. Finding the right font is essential to the design as the type is what coveys the message. Each font has its own unspoken emotional tie to the reader’s perception.
31
2.5
Digital & Print Concepts
During this phase of the campaign I took each asset from the media mix that was created earlier and started to conceptualize what they would look like. Throughout this process I had a lot of great ideas that did not make the “cut� so to speak. Each asset was designed to abide by the rules of the style guide.
32
33
3.0 Style Guidelines
35
3.1
The Logo
New Logo
The design of the logo is unique and simple. It was inspired by the tagline “Leave Your Footprint In the Soot” and uses the iconic firemen’s axe in an impactful way. The boot print is symbolic of the courage and risk that firefighters take every time they step into a burning building. The logo design represents more than just a legacy to potential donors, it’s about helping prevent loss of life due to damaged equipment or improper training. After the smoke clears the only thing that more is important than anything is seeing each and every hero walk away safely, leaving their footprints in the soot.
36
Black & White
The black & white version of the logo is to be used when color is not an option. Two different options allow flexibility in the use of the black and white logo.
Color
This version of the logo is created using only two colors, which lowers the printing cost and provides a strong and bold appearance.
With Tagline The tagline must be displayed with the logotype at all times. By stating the foundations name and the tagline, it becomes that much more memorable.
The Leary Firefighters Foundation Leave Your Footprint In The Soot.
37
Logo Use
3.2 Transparent
The transparent logo can be used as a watermark on proprietary images and products. The opacity should be set no higher than 50% at any given time.
Spacing The logo is to always have a minimum space of 15 pixels on all sides. Thus keeping the area free of distracting images or patterns that will take away from the logo.
15 px
Tagline Spacing 20 px
The Leary Firefighter Foundation Leave Your Footprint In The Soot Since the tagline needs to be displayed with the logotype there must be a minimum of 20 pixels between the logotype and the tagline.
38
Misuse Of The Logo The logo should not be altered, or changed from the original designs without approval by the Leary Firefighters Foundation. Changing the size of the logo is permitted as long as the logo itself is not changed.
Do not constrain the logo in a shape or border if the logotype and tagline are included. Be sure to follow the spacing guidelines from the previous page.
Do not invert the colors of the logo or alter it in any way.
Do not alter the logo in any way with out written permission from the foundation.
Avoid placing the logo on a busy background, always try to place it on a plain background.
39
3.3
Color & Typography
Pantone Black 6 C CMYK: 75,68,67,90 RGB:0,0,0
Pantone 483C CMYK: 36,92,84,54 RGB:96,25,25
Pantone 424C CMYK: 61,52,52,22 RGB:110,106,104
Pantone 485 C CMYK: 0,100,100,0 RGB:237,28,36
Pantone 420 C CMYK: 19,15,15,0 RGB:205,204,205
40
A black and white photograph of a fire truck, which had been edited to show only the red elements, is the inspiration behind the color palette. All of these colors work well together to create an emotional connection with the smoky directive. The black and greys present a strong relation to soot and smoke. The reds are to simply add a bit of color and help viewers relate with the foundations urgent purpose. Black and bright red are the main colors used throughout the campaign, the deep red and greys are to be used as secondary or accent colors. The future content created for the foundation should abide to the color palette to ensure the brand message remains the same throughout all the various medias.
Headings
Cinzel
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sub Headings
Avenir Next Demi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body Copy
Avenir Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
The Cinzel font was chosen for its resemblance to fonts used on fire trucks. Avenir Next is a great compliment to Cinzel and has great readability qualities for both sub headings and body copy.
41
3.4
Image Use
Images used should be black & white and abide to the color palette. The images can feature colors that are included in the color palette, making sure that the rest of the photo remains black and white. The nature of the Smoky directive isn’t a place for something colorful and lively. The design directive allows for the use of images that have a strong emotional aspect to them. The images that are used must have a strong relation to the purpose of the foundation. This ensures that brands image remains the same throughout the various medias.
42
Line Art
Throughout the campaign the use of lines is an essential part of directing the viewers eye. The line art that is used must relate to the firefighter aspect. On the left are some examples of the use of line art, be sure that the color palette is reflected.
43
4.0 Solutions
45
4.1
Website
Any company can benefit from having a website, but to a non-profit organization its an invaluable tool that allows potential donors to visit and contribute at anytime. The company’s current website is difficult to navigate and requires users to move through many different pages before they can actually donate. Considering the broad scope of the target audience the site needed to be very simple and focused on the content. By creating a website that is responsive users can donate from any device and have the same quality experience as someone on a computer. The overall design follows the style guide and provides a clean and organized experience. The site features an online store, a blog, the foundation’s history, donation page, and a contact page. The new site provides fans and potential donors with the opportunity to read the blog that features stories written by firefighters from around the country as well as stories about potential donation locations.
46
47
4.2
Products
The products featured in this project are t-shirts that are geared towards a broad target audience. Each shirt is created as a way for fans and contributors to show their support and pride, while benefiting the foundation by turning them into walking advertising. The shirts sporting the logo design are simple and clean, whereas the fire hose shirt is more ambitious and unique. All the products are available in the online store and at LFF events, where all proceeds will be added to the current relief fund.
48
Front
Back
49
4.3
Social Media & Newsletter
Social media plays an essential role in helping companies connect to their consumers. These places can be used to provide help or receive feedback, but most importantly they keep your brand on their minds. Below are the final social media assets for the Leary Firefighters Foundation, both Facebook and Twitter have been designed differently to align with the demographics of each platform.
50
The newsletter will inform donors and subscribers of where their money is going, upcoming events, contests, and any other announcements the foundation needs to send. Users will simply enter their email address on the website and can receive monthly or quarterly newsletters.
51
4.4
52
Print Ads / Posters
The posters are designed to evoke an emotional relation with the risk that firefighters are in everyday. Not only are they posters for the fans but they can also serve as a great form of advertising. The QR code will allow viewers to scan the poster and they will be brought directly to the foundations website where they can download the poster as their mobile wallpaper. Events hosted by the Leary Firefighters Foundation will give away posters and provide them to fire departments across the country.
53
4.5
54
Mobile Ads
Mobile advertisements are a great way to target mobile users and reach a larger audience at the same time. Both of the banner designs were created to present the foundations purpose and importance. The goal was to try and include impactful material in a very small amount of space. As previously mentioned the website is responsive, meaning that no matter the device size users will all easily be able to navigate the site. With the mobile ads taking potential donors directly to the website it is very important that the foundation looks strong and professional to donors. The ads present the foundation to a larger set of demographics around the country at a lower cost than traditional advertising.
55
4.6
Video
The video for the Leary Firefighters Foundation is designed to help viewers understand the importance of firefighters and the dangers involved in their jobs. The strong and powerful imagery speaks for it self after being prompted by a question intended to inspire. This video utilizes imagery seen throughout the campaign as well as graphics and the animated logo.
56
The Leary Firefighters Foundation Video
Click The Link Below to watch the ad: http://www.youtube.com/watch?v=HnMn2sDNQ94
57
References Research Paper References: Callebs, S. (2008, 01 24). New Orleans’ record on rebuilding firehouses: 0-22. Retrieved 11 3, 2012, from CNN: http:// www.cnn.com/2008/US/01/24/nola.firehouses/index.html?iref=allsearch Claxton, M., & Hurt, C. (2001). LACK OF TRAINING, EQUIPMENT LEAD TO FATAL FIRES IN DETROIT. IRE Journal , 24 (3), 14. Color Matters. (n.d.). Basic Color Theory . Retrieved 02 23, 2013, from Color Matters: http://www.colormatters.com/color-and-design/basic-color-theory FDNY Foundation. (2008). Tax Exempt Form. Internal Revenue Service. Internal Revenue Service. Foundation, T. L. (2000). The Leary Firefighters Foundation. Retrieved 11 2, 2012, from The Leary Firefighters Foundation: http://www.learyfirefighters.org Reports, S. (2013, 01 24). Hockey Game to Benefit Firefighters. Retrieved 02 16, 2013, from Shore News Today : http:// www.shorenewstoday.com/snt/news/index.php/14-days-events/34151-hockey-game-to-benefit-firefighters.html Rocheleau, J. (2012, 07 03). Design Tips for a Cleaner User Interface . Retrieved 02 23, 2013, from Web Design Ledger: http://webdesignledger.com/tips/design-tips-for-a-cleaner-user-interface The Leary Firefighters Foundation. (2002-2010). Return of Organization Exempt From Income Tax. IRS Form 990, Internal Revenue Service. U.S. Fire Administration. (2012, 07 17). USFA Announces 2011 Onduty Firefighter Deaths. Retrieved 02 16, 2013, from U.S. Fire Administration: http://www.usfa.fema.gov/media/press/2012releases/071712.shtm
Typography: Avenir Next Cinzel: Gama, N. (2012). Cinzel font . Retrieved 03 24, 2013, from Font Space: http://www.fontspace.com/natanael-gama/ cinzel
Video: Gainsborough, S. (2012, 09 12). Borden Flashover Training. Retrieved 04 27, 2013, from YouTube: http://www.youtube. com/watch?v=SJUv92Kquiw
58
Competitive Logo Analysis References: American Cancer Society. (2013). American Cancer Society. Retrieved 05 17, 2013, from American Cancer Society: http://www.cancer.org/index Boston Firefighters Burn Foundation. (2013). Retrieved 05 17, 2013, from Boston Firefighters Burn Foundation: http://www.bostonfirefightersburnfoundation.com/ Boys & Girls Clubs of America. (n.d.). Boys & Girls Clubs of America. Retrieved 05 17, 2013, from Boys & Girls Clubs of America: http://bgca.org/Pages/index.aspx FDNY Foundation. (2013). FDNY Foundation. Retrieved 05 17, 2013, from FDNY Foundation: http://www. fdnyfoundation.org/ Good Will. (2013). Retrieved 05 17, 2013, from Good Will: http://www.goodwill.org/ Make-A-Wish Foundation. (n.d.). Make-A-Wish Foundation. Retrieved 05 17, 2013, from Make-A-Wish Foundation: http://wish.org/ National Fallen Firefighters Foundation. (2013). About the National Fallen Firefighters Foundation. Retrieved 05 17, 2013, from National Fallen Firefighters Foundation: http://www.firehero.org/about/ New York City Police Foundation. (2013). Retrieved 05 17, 2013, from New York City Police Foundation: http://www.nycpolicefoundation.org/netcommunity// St. Jude Children’s Research Hospital. (n.d.). St. Jude Children’s Research Hospital. Retrieved 05 17, 2013, from St. Jude Children’s Research Hospital: http://www.stjude.org/stjude/v/index.jsp?vgnextoid=f87d4c2a71fca210VgnVCM1000001e0215acRCRD The American Red Cross. (2013). What We Do. Retrieved 05 17, 2013, from The American Red Cross: http:// www.redcross.org/what-we-do The Los Angeles Fire Department Foundation. (2013). The Los Angeles Fire Department Foundation. Retrieved 05 17, 2013, from The Los Angeles Fire Department Foundation: http://supportlafd.org/about/ The One Fund . (2013). Retrieved 05 17, 2013, from The One Fund : https://secure.onefundboston.org/ The Salvation Army. (2013). The Salvation Army. Retrieved 05 17, 2013, from The Salvation Army: http://www. salvationarmyusa.org/usn/www_usn_2.ns UNICEF. (n.d.). About UNICEF. Retrieved 05 17, 2013, from UNICEF: http://www.unicef.org/ United Way. (2013). Materials and Logos. Retrieved 05 17, 2013, from United Way: http://www.unitedway. org/pages/materials-logos USO. (n.d.). USO. Retrieved 05 17, 2013, from USO: http://www.uso.org/ World Wild Life. (2013). Retrieved 05 17, 2013, from World Wild Life: http://worldwildlife.org/ Wounded Warrior Project. (n.d.). Wounded Warrior Project. Retrieved 05 17, 2013, from Wounded Warrior Project: http://www.woundedwarriorproject.org/
59
References Cont. Image References: Barnes, M. (2012, 06 25). Fire engine. Retrieved 08 04, 2013, from Flickr: http://www.flickr.com/photos/lenslocker/7605678774/ FDNY Fire Truck Image - http://upload.wikimedia.org/wikipedia/commons/5/5e/FDNY_Engine_26.jpg Morse, S. S. (2013, 03 04). Air Force firefighters extinguish a fire during a fire training exercise at Mountain Home Air Force Base. Retrieved 08 04, 2013, from Wikimedia Commons: http://commons.wikimedia.org/wiki/File:U.S._Air_ Force_firefighters_extinguish_a_fire_during_a_fire_training_exercise_at_Mountain_Home_Air_Force_Base,_Idaho,_on_ March_4,_2013_130304-F-NW635-997.jpg Nieling, D. (2013, 01 20). Firefighters Are Awesome. Retrieved 03 25, 2013, from Behance: http://www.behance.net/ gallery/Firefighters-are-awesome/6756507 Only HD Wallpapers. (n.d.). Silhouette Firefighter. Retrieved 08 09, 2013, from Only HD Wallpapers: http://onlyhdwallpapers.com/high-definition-wallpaper/silhouette-firefighter-desktop-hd-wallpaper-988/ Santos, L. D. (2012, 08 26). The Gear Of Heroes - Firemen - Fire Station. Retrieved 03 25, 2013, from Fine Art America: http://fineartamerica.com/featured/the-gear-of-heroes—firemen—fire-station-lee-dos-santos.html Slagheap. (2001, 09 17). WTC 9/11. Retrieved 08 24, 2013, from Flickr: http://www.flickr.com/photos/slagheap/132105774/ Sygma, M. M. (n.d.). Sept. 11: Attack on America . Retrieved 08 20, 2013, from NBC News: http://slideshow.nbcnews. com/slideshow/news/sept-11-attack-on-america-44209092/ The WorldWider. (2012, 12 05). FDNY, What Makes A Great Photo Great? Retrieved 03 25, 2013, from The WorldWider: http://theworldwider.net/captured/what-makes-a-great-photo-great/attachment/fdny/ Torello, C. (2011, 10 20). FDNY. Retrieved 03 25, 2013, from Fire Photography: http://www.firephotography.com/photo/mitsubishi-lancer-evo-x/prev?context=latest
60
The Designer Joshua MacDonald (207)357-4698 JoshAMacD@gmail.com
61
Leave Your Footprint In The Soot.